THE TOURIST “BUSINESS”

Otago Daily Times, Issue 25964, 3 October 1945, Page 3

THE TOURIST “BUSINESS”

Sir,—Some gracious friend, who possibly remembers some of my activities with respect to the tourist “ business,” has sent me a copy of your interesting leading article (September 14) on this subject. Surely there can be no two opinions that this “ business ” is potentially of great importance. The recent report of the Tourist Department informs us’that in the 1938-1939 season it was estimated ” that the amount tourists spent along various avenues was over £1,500,000.” Additional to this, the report says, “ these tourists contribute to the national revenue in other ways.” An incessant complaint down the years has been that the Government (through the Tourist Department) has not expended fully adequate moneys in “ cashing in ” larger sums than this just quoted. Various provincial organisations have played their part, but speaking comparatively, all that has been done is as a drop in the ocean. Provinces have naturally concentrated largely on their own several and particular offerings and allurements; this spells a degree of weakness. In the sum, however, the zeal and enterprise have, in the light of possibilities, been materially insufficient. The American people in peace years spent fabulous amounts in touring. Britain’s tourist revenue before the war amounted to £30.000,000 annually, and I see that the Travel Transport Association anticipates up to £100,000,000 in coming years. Then, too, there are immense tourist possibilities from all parts of the globe, largely stimulated by our servicemen's activities. With all possible initiative and ability, we ought to be seizing this wealth. But this will not be achieved by the use of wishbones—backbones are needed. I beg to be allowed, Sir, to suggest that to achieve greater results a new, a bigger, a broader crusade of touringselling zeal is required, and that immediately. Those of us who in past years urged attention to this clear and valuable source of income met with much apathy and indifference, sometimes bordering on ridicule, even from quarters which would materially benefit. And what do we find to-day? In the very be-

ginning of an insatiable thirst for new fields to visit, when we ought to be receiving revenue and income in bulk, there are millions who are almost totally ignorant of New Zealand. This is where the lack of vision and practical interest reveal themselves, and dividends are lost. It is no use hiding behind the war for this condition. If the Japanese had blasted our business assets and spent their appallingly bestial activities on our people, what would have been the value of these assets? I suggest that business can gladly subscribe out of these “ unlost" assets substantial sums to help put this tourist drive on a sound footing.

I recently addressed the New Plymouth Rotary Club on this subject, and I have since been in communication with the Associated Chambers of Commerce, the South Island Tourist Association, Otago Expansion League, and other bodies urging the dropping the individual, provincial ” selling,” and the urgent formation and welding together of one strong, virile, central, national controlling authority (working in harmony with the Tourist Department), which shall speak with one voice, using one “ picture,” and making one national “ selling.” The blot in this business, of course, is the serious lack of accommodation, but, as I suggest, a solution must be found. It can, if in proper hands. This lack ought not to be allowed to minimise the required urge. The Government ought to allocate treble the usual appropriations. It will take time to make up the leeway, but with a truly loyal and national outlook on the part of our leaders and business men full success can assuredly be achieved I give then a new’ individual "tuning fork”: “ It all depends on me.” —I am, etc.. W. J. Bardsley. New Plymouth, September 29.