BUSINESS IN TOURISTS

New Zealand Herald, Volume LXXII, Issue 22008, 15 January 1935, Page 8

BUSINESS IN TOURISTS

What the High Commissioner is doing to make known New Zealand's tourist resorts was outlined in an article published yesterday. Sir James Parr's activity in this direction is commendable. He and his department are showing enterprise in capitalising opportunity and in variety of appeal on behalf of the tourist industry. By their efforts a great many people are becoming informed of the manifold, and, in some cases, unique attractions New Zealand has to offer. No doubt interest has been aroused, and perhaps desire to taste Antipodean delights, and the question arises as to the readiness with which the prospective tourist's inquiries can be answered. Sir James quotes one instance in which, by newspaper advertisement, his department was placed in direct touch with possible business. That is satisfactory, and it may be hoped that the means exist to direct interest, wherever aroused, into the business channel. While immigration activities remain suspended in the High Commissioner's office, the organisation might be directed to attracting more tourists, who may be considered to be temporary immigrants. Some of them, pleased with New Zealand as a place >to live, might become permanent residents of a most desirable type, bringing with them capital and the culture of an older civilisation. Unfortunately the Tourist Department's activities abroad have been curtailed in recent years, but their early expansion might well be considered as sound policy. Some of the Dominion's exports are suffering restriction, others are threatened with it. Tourist revenue is an invisible export which might well be built up to counter some of the losses in other directions. The Minister of Industries and Commerce is reported to be engaged in an intensive search for and survey of new markets. In New Zealand's resorts, however, there is a market ready made, in which much more could be sold, were the goods more widely advertised and efficiently merchandised. The result of overseas tourist business is exactly the same as the Bale of meat, butter or wool to an overseas country—New Zealand receives overseas credits and New Zealanders are profitably employed in the process. And, so far, quotas do not apply to tourists.