THE OTAGO DAILY TIMES WEDNESDAY, NOVEMBER 1, 1933. THE TOURIST BUSINESS

Otago Daily Times, Issue 22099, 1 November 1933, Page 6

THE OTAGO DAILY TIMES WEDNESDAY, NOVEMBER 1, 1933. THE TOURIST BUSINESS

The fact that the world economic situation has not been helpful to tourist traffic is reflected in the annual report of the New Zealand Tourist Department. The volume of tourist traffic from overseas during the past year again fell appreciably short of the level of a few years ago, and “ local ” travel business was particularly poor. Traffic from the United States was disappointingly low, in sympathy, no doubt, with a general decline of American overseas travel. Compensating features were an improvement in the number of Australian visitors, while the number of those from the United Kingdom was up to the average. The tone of the Department’s report is generally hopeful. Distinct prospects are held out of an improvement of the tourist traffic in the coming season, particularly in respect of business with America. Apparently the Americans are again disposed to move abroad freely, and, judged by report of the trend of their inquiries, a good many of them are looking towards the South Pacific. As much as possible is evidently being done, within the limits of a reasonable expenditure, to make the attractions of this country known elsewhere. For the rest, the growth of the reputation and popularity of New Zealand as a tourist resort must depend upon the manner in which the Dominion caters for the tourist, and upon its own intrinsic recommendations as a country worth visiting. The tourist is apt to be a somewhat exacting person. Much-travelled people are accustomed to finding all their requirements anticipated and lavishly

ministered to in different parts of the world where the tourist industry flourishes, and their opinion of a new field is based to a considerable extent upon the comforts and facilities which it offers them for pleasurable sojourn, travel, and sight-seeing.

In a recent interview Mr Lincoln Ellsworth, the well-known explorer, offered some interesting observations which our Tourist Department may perhaps find useful. With more heat in its buildings, and with better organisation, he suggested, this country could considerably increase its attractions for tourists. He was speaking, not front a personal point of view, seeing that he has designs upon the Antarctic, but from that of the average American on tour, who, we do not forget, is accustomed in his own country to buildings that are centrally-heated to a degree which the New Zealand visitor to it sometimes finds rather oppressive. The modern tourist, as Mr Ellsworth mentioned, has been a good deal spoiled by countries which do everything possible to contribute to his creature comforts. And as New Zealand wants tourists, and has a strong competition to face in this matter, she must take the tourist as she finds him—not as she would perhaps like to find him, ready to make the best of everything—and must spare no exertion to satisfy his wants. Mr Lincoln Ellsworth’s observations include the not unimportant suggestion that in point of scenic attractions New Zealand is not quite so marvellous and exceptional a country that its charms and wonders will alone suffice for the building up of the tourist traffic which it desires. As regards the organisation in every direction upon which he advises concentration there is no doubt considerable room for thought and action. It is essential that accomodation shall he provided for tourists which will give them every satisfaction. A good deal of improvement in this respect has no doubt been brought about, but it will have to be admitted that the best accommodation that is provided for tourists coming to the Dominion falls short of what is at their disposal in other countries. More organisation in the study of the needs and requirements—from their point of view—of prospective visitors should be possible./ In the'matter of travel services, also, organisation is desirable. Australia remains New Zealand’s best travel “market,” but the lack of a service at the present time between the Commonwealth and the South of New Zealand is a ’clear deterrent -to the development of the tourist traffic to the extent that might otherwise be expected. Furthermore, the people of New Zealand do not know their own country as they might. To a great many of them its scenic resources are a matter of report. The “local” travel business could be advantageously stimulated, but for its encouragement it is necessary that people should have every opportunity of making attractive tours at reasonable rates.