ATTRACTING THE TOURIST.

Otago Daily Times, Issue 19907, 29 September 1926, Page 6

ATTRACTING THE TOURIST.

As the summer approaches, the thoughts of many are already turning again to the holiday season and to the prospects of renewing acquaintance with some of the more picturesque aspects of New Zealand. For varied interest and charm, beauty and grandeur of scenery, this country, as many competent witnesses have agreed, can hold its own with any part of the world. But it cannot be said that New Zealand has yet succeeded in turning to really advantageous account the extraordinary richness of her scenic attractions. These things represent an asset which, properly exploited', should be of everincreasing value, bringing thousands of well-to-do visitors to our shores every year whose presence would conduce to the general prosperity. Though the Dominion has its Tourist Department, it is still far from enjoying the publicity that might be expected to render the offices of that department a hive of bustling activity and importance. New Zealand would do well to take more heed of what other countries are doing to advertise their attractions. Figures published by the League of Nations and other authorities show how important a part the “tourist industry” now plays in the prosperity of European nations. It has been estimated that in 1924 visitors from the United States spent in Europe about £70,000,000, of which France received about £50,000,000. From the journal published by the Federation of British Industries we learn that the anomaly presented in the great disparity between the amounts spent by Americans in France and Great Britain respectively has been under the consideration of a committee of prominent business men in London. This has led to a decision to create a permanent organisation, the function of which will bo to popularise Great Britain, her health and pleasure resorts, and her historical monuments, among prospective tourists from overseas countries. A “Come to Britain” movement has been deemed desirable, it is to be observed, in a country that might be supposed to be so well known as almost to lie able to dispense with publicity of this kind. How very much greater must be the need for touristcatching publicity in the case of our

own remote and, in the eyes of the world, still little-known outpost of the British Empire? To look at what other countries are doing is to realise that there is considerable competition in the “tourist industry.” In the United States and Canada the tourist traffic has been strenuously developed. In the year 1924-25 a million and a-quarter tourists visited Florida, the lately storm-shattered State, which had become the winter resort of well-to-do Americans, and spent there on an average a thousand dollars apiece. Canada has profited greatly by encouraging tourists. The amount coming into Eastern Canada alone every year as a result of the Canadian development of what is called the “tourisme” idea is set down as at least a hundred million dollars. In such figures as these New Zealand should be able to find an object lesson and a stimulus. The tourist business can be made an important factor in keeping a country’s trade balance healthy, and manufacturing, as well as other interests, stand to reap benefit from it.