πΌ Tourist Promotion, Marketing & Booking Services
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[history] => The Tourist Traffic Branch of the Department of Railways was the forerunner to the Tourist and Health Resorts Department. It was set up under Thomas Edward Donne in 1900 to cater for New Zealand’s local tourists and international visitors, and promote its diverse attractions.[1]
With the establishment of the Tourist and Health Resorts Department in 1901 there was a concentrated effort to provide services both internally and externally for travellers. The Department had opened offices in all the major centres by 1903 to provide information and retail services. They also distributed books and leaflets, and built up a collection of photographic negatives. In 1905 the first overseas offices were opened in Sydney and Melbourne.
By 1913 booking tours through the different agencies of the Department had become very popular and the department reported a substantial increase in earnings from commission.[2] The following year people were able to book their travel from any of the agencies in New Zealand and Australia to anywhere in the Dominion.
During this period the Department entered into shared advertising campaigns with other government agencies. They also entered into arrangements with overseas organisations to distribute promotion leaflets. In 1924 they stuck a deal with the Canadian Pacific Railway Company to distribute material in all their offices thereby opening up new markets for tourism.[3]
In 1925 the ticketing services were extended and the Bureaux were allowed to issue straight-out railway tickets on behalf of the Railways Department, whereas previously they could only issue combined rail-and-steamer tickets. This allowed them more revenue and freedom to organise people’s travel. The following year a system of issuing coupons to travellers for their hotel accommodation was started, receiving a 10% return on coupons sold.[4]
Along with the distribution of books, brochures, films and photographs, displays at International Exhibitions, hosting important visitors and travel operators all became part of the Department’s work in an effort to promote New Zealand, and compete on the world market.
The Department extended its overseas network and by 1927 there were agencies in Sydney, Melbourne, Perth, Brisbane, Adelaide, Calcutta, Rangoon, Bombay, Vancouver, San Francisco, Durban, Johannesburg, and London. These offices provided both promotion activities and sales.
1930 saw the amalgamation of the Department of Tourist and Health Resorts, the Department of Industries and Commerce and the Publicity Department. The consolidation of the work of the Tourist and Health Resorts and the Publicity Departments was a recognition of the fact that most of the publicity effort was directed towards increasing tourist traffic to New Zealand.[5]
In same year the Department reported that effort to increase traffic to the Dominion was essentially carried out under two headings
Publicity in varying forms.
The provision of overseas offices and agencies to provide information and booking facilities.[6]
On 21 June 1931, the Department took over full responsibility from the Railways Department for the Auckland and Wellington Central Booking Bureaux, which had previously been administered by both the departments.[7]
With the Publicity Office now part of the Tourist and Health Resorts Department, all of the promotion work was carried out through them. This arrangement lasted until the end of the Second World War when the Publicity Office was transferred to the Prime Minister’s Office. However during the Second World War overseas booking activities were halted and did not resume until 1946 (and at that stage only confined to the United Kingdom and Australia). The overseas bookings took a number of years to built back up, with only 3% coming from overseas during the 1946-1947 season.[8] The end of the war proved to be a busy time for the Department with the need to update all of the promotional material which was over five years old (as no new material had been produced during the war), however this was hampered by paper shortages and printing difficulties.[9]
By 1948 the Department had built up its resources with Government Tourist Bureaux in Auckland, Te Aroha, Rotorua, Wellington, Christchurch, Dunedin and Invercargill, and 21 booking agencies in other centres that provided an extension to the services of the Bureaux. The Department also had overseas offices, which provided information and booking services to intending visitors.
The newly named National Publicity Studio was again placed within the Tourist and Health Resorts Department in 1950 and the name changed to the Tourist and Publicity Department to better reflect its new direction. The duties formerly carried out by the Tourist and Health Resorts Department became assimilated, and plans were formed to intensify overseas publicity for tourist attractions.[10]
The Royal Commission on State Services, 1961 led to the passing of the Tourist and Publicity Department Act 1963. They saw the Department’s main role as the promotion of New Zealand’s attractions aboard and to help achieve this saw the ‘establishing, maintaining and operating of a travel service’ as an essential part. This included establishing and operating travel bureaux and agencies both in New Zealand and overseas and arranging and operating coach and group tours.[11]
The early 1970’s saw yearly increases in the funding for overseas promotion, which allowed the Department to compete on an even footing with other countries. This period also saw the increase in both Television and Film units coming to New Zealand, which the Department saw as an effective and economic means of overseas publicity.[12] At the same time the Government Tourist Bureaux in New Zealand and overseas were providing an invaluable sales outlet for New Zealand’s tourist services and assisting in the development of travel by New Zealanders in their own country.[13]
In 1984 the Government gave the Department approval to computerise its accounting, reservations and tourist information capabilities. This system, known as TRAITS, was installed in the New Zealand and Australian offices by the end of 1985, however the system was not fully operational until 1987.
The Department also offered its own group tour programme marketed under the name ‘Tiki Tours’, however most of the bureaux sales came from private operators tours.[14]
In 1987 the Department’s ‘Tiki Tours’ were amalgamated with Guthrey’s Tours of Christchurch after almost 35 years in business.
In 1985 the restructuring of the Commercial Operations Division, which managed the six travel offices in New Zealand and the five overseas offices where travel sales were processed, was carried out. The department launched a new corporate logo and identity based on the Department's initials – NZTP.
In the late 1980’s with large scale Government restructuring and privatisation taking place, the Government announced in the 1988 Budget that the four business units of the Tourist and Publicity Department (NZTP Travel Division, TRAITS, National Film Unit and Communicate New Zealand) were to be sold.[15] TRAITS was later pulled out of the sale and the NZTP Travel Division was closed on the 30 June 1990, with some offices taken over by the New Zealand Rail Corporation.
The following year New Zealand Tourism Board was established by the New Zealand Tourism Board Act 1991. The Act allowed the membership of the Board to be made up of people from the private sector and the functions of the old Department were effectively split into two: promotion and policy. The Board carried out promotion and the new Ministry of Tourism was responsible for policy. The focus of the New Zealand Tourism Board was to ‘develop, implement and promote strategies for tourism’[16]
In 2000 the New Zealand Tourism Board rebranded itself as Tourism New Zealand and launched a new promotional campaign 100% Pure New Zealand.
Principal Legislation
The Tourist and Health Resorts Control Act 1906
The Tourist and Health Resorts Control Act 1908
Tourist and Publicity Department Act 1963
New Zealand Tourism Board Act 1991
Footnotes:
[1] Tourism: The Invisible Export, p1031
[2] Appendices to the Journals of the House of Representatives H-2, 1913, p1
[3] Appendices to the Journals of the House of Representatives H-2, 1924, p2
[4] Appendices to the Journals of the House of Representatives H-2, 1926, p2
[5] Appendices to the Journals of the House of Representatives H-2, 1931, p2
[6] Appendices to the Journals of the House of Representatives H-2, 1931, p2
[7] Appendices to the Journals of the House of Representatives H-2, 1932, p2
[8] Appendices to the Journals of the House of Representatives H-2, 1947, p2
[9] Appendices to the Journals of the House of Representatives H-2, 1947, p5
[10] Appendices to the Journals of the House of Representatives H-2, 1951, p16
[11] Statutory Functions and Responsibilities of New Zealand Public Service Departments 1979, p265
[12] Appendices to the Journals of the House of Representatives H-2, 1974, p9
[13] Appendices to the Journals of the House of Representatives G-25, 1974, p9
[14] New Zealand Tourist and Publicity Department, p11
[15] Appendices to the Journals of the House of Representatives G-25, 1990, p2
[16] Directory of Official Information 2001 – 2003 p620
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The Tourist Traffic Branch of the Department of Railways was the forerunner to the Tourist and Health Resorts Department. It was set up under Thomas Edward Donne in 1900 to cater for New Zealand’s local tourists and international visitors, and promote its diverse attractions.[1]
With the establishment of the Tourist and Health Resorts Department in 1901 there was a concentrated effort to provide services both internally and externally for travellers. The Department had opened offices in all the major centres by 1903 to provide information and retail services. They also distributed books and leaflets, and built up a collection of photographic negatives. In 1905 the first overseas offices were opened in Sydney and Melbourne.
By 1913 booking tours through the different agencies of the Department had become very popular and the department reported a substantial increase in earnings from commission.[2] The following year people were able to book their travel from any of the agencies in New Zealand and Australia to anywhere in the Dominion.
During this period the Department entered into shared advertising campaigns with other government agencies. They also entered into arrangements with overseas organisations to distribute promotion leaflets. In 1924 they stuck a deal with the Canadian Pacific Railway Company to distribute material in all their offices thereby opening up new markets for tourism.[3]
In 1925 the ticketing services were extended and the Bureaux were allowed to issue straight-out railway tickets on behalf of the Railways Department, whereas previously they could only issue combined rail-and-steamer tickets. This allowed them more revenue and freedom to organise people’s travel. The following year a system of issuing coupons to travellers for their hotel accommodation was started, receiving a 10% return on coupons sold.[4]
Along with the distribution of books, brochures, films and photographs, displays at International Exhibitions, hosting important visitors and travel operators all became part of the Department’s work in an effort to promote New Zealand, and compete on the world market.
The Department extended its overseas network and by 1927 there were agencies in Sydney, Melbourne, Perth, Brisbane, Adelaide, Calcutta, Rangoon, Bombay, Vancouver, San Francisco, Durban, Johannesburg, and London. These offices provided both promotion activities and sales.
1930 saw the amalgamation of the Department of Tourist and Health Resorts, the Department of Industries and Commerce and the Publicity Department. The consolidation of the work of the Tourist and Health Resorts and the Publicity Departments was a recognition of the fact that most of the publicity effort was directed towards increasing tourist traffic to New Zealand.[5]
In same year the Department reported that effort to increase traffic to the Dominion was essentially carried out under two headings
Publicity in varying forms.
The provision of overseas offices and agencies to provide information and booking facilities.[6]
On 21 June 1931, the Department took over full responsibility from the Railways Department for the Auckland and Wellington Central Booking Bureaux, which had previously been administered by both the departments.[7]
With the Publicity Office now part of the Tourist and Health Resorts Department, all of the promotion work was carried out through them. This arrangement lasted until the end of the Second World War when the Publicity Office was transferred to the Prime Minister’s Office. However during the Second World War overseas booking activities were halted and did not resume until 1946 (and at that stage only confined to the United Kingdom and Australia). The overseas bookings took a number of years to built back up, with only 3% coming from overseas during the 1946-1947 season.[8] The end of the war proved to be a busy time for the Department with the need to update all of the promotional material which was over five years old (as no new material had been produced during the war), however this was hampered by paper shortages and printing difficulties.[9]
By 1948 the Department had built up its resources with Government Tourist Bureaux in Auckland, Te Aroha, Rotorua, Wellington, Christchurch, Dunedin and Invercargill, and 21 booking agencies in other centres that provided an extension to the services of the Bureaux. The Department also had overseas offices, which provided information and booking services to intending visitors.
The newly named National Publicity Studio was again placed within the Tourist and Health Resorts Department in 1950 and the name changed to the Tourist and Publicity Department to better reflect its new direction. The duties formerly carried out by the Tourist and Health Resorts Department became assimilated, and plans were formed to intensify overseas publicity for tourist attractions.[10]
The Royal Commission on State Services, 1961 led to the passing of the Tourist and Publicity Department Act 1963. They saw the Department’s main role as the promotion of New Zealand’s attractions aboard and to help achieve this saw the ‘establishing, maintaining and operating of a travel service’ as an essential part. This included establishing and operating travel bureaux and agencies both in New Zealand and overseas and arranging and operating coach and group tours.[11]
The early 1970’s saw yearly increases in the funding for overseas promotion, which allowed the Department to compete on an even footing with other countries. This period also saw the increase in both Television and Film units coming to New Zealand, which the Department saw as an effective and economic means of overseas publicity.[12] At the same time the Government Tourist Bureaux in New Zealand and overseas were providing an invaluable sales outlet for New Zealand’s tourist services and assisting in the development of travel by New Zealanders in their own country.[13]
In 1984 the Government gave the Department approval to computerise its accounting, reservations and tourist information capabilities. This system, known as TRAITS, was installed in the New Zealand and Australian offices by the end of 1985, however the system was not fully operational until 1987.
The Department also offered its own group tour programme marketed under the name ‘Tiki Tours’, however most of the bureaux sales came from private operators tours.[14]
In 1987 the Department’s ‘Tiki Tours’ were amalgamated with Guthrey’s Tours of Christchurch after almost 35 years in business.
In 1985 the restructuring of the Commercial Operations Division, which managed the six travel offices in New Zealand and the five overseas offices where travel sales were processed, was carried out. The department launched a new corporate logo and identity based on the Department's initials – NZTP.
In the late 1980’s with large scale Government restructuring and privatisation taking place, the Government announced in the 1988 Budget that the four business units of the Tourist and Publicity Department (NZTP Travel Division, TRAITS, National Film Unit and Communicate New Zealand) were to be sold.[15] TRAITS was later pulled out of the sale and the NZTP Travel Division was closed on the 30 June 1990, with some offices taken over by the New Zealand Rail Corporation.
The following year New Zealand Tourism Board was established by the New Zealand Tourism Board Act 1991. The Act allowed the membership of the Board to be made up of people from the private sector and the functions of the old Department were effectively split into two: promotion and policy. The Board carried out promotion and the new Ministry of Tourism was responsible for policy. The focus of the New Zealand Tourism Board was to ‘develop, implement and promote strategies for tourism’[16]
In 2000 the New Zealand Tourism Board rebranded itself as Tourism New Zealand and launched a new promotional campaign 100% Pure New Zealand.
Principal Legislation
The Tourist and Health Resorts Control Act 1906
The Tourist and Health Resorts Control Act 1908
Tourist and Publicity Department Act 1963
New Zealand Tourism Board Act 1991
Footnotes:
[1] Tourism: The Invisible Export, p1031
[2] Appendices to the Journals of the House of Representatives H-2, 1913, p1
[3] Appendices to the Journals of the House of Representatives H-2, 1924, p2
[4] Appendices to the Journals of the House of Representatives H-2, 1926, p2
[5] Appendices to the Journals of the House of Representatives H-2, 1931, p2
[6] Appendices to the Journals of the House of Representatives H-2, 1931, p2
[7] Appendices to the Journals of the House of Representatives H-2, 1932, p2
[8] Appendices to the Journals of the House of Representatives H-2, 1947, p2
[9] Appendices to the Journals of the House of Representatives H-2, 1947, p5
[10] Appendices to the Journals of the House of Representatives H-2, 1951, p16
[11] Statutory Functions and Responsibilities of New Zealand Public Service Departments 1979, p265
[12] Appendices to the Journals of the House of Representatives H-2, 1974, p9
[13] Appendices to the Journals of the House of Representatives G-25, 1974, p9
[14] New Zealand Tourist and Publicity Department, p11
[15] Appendices to the Journals of the House of Representatives G-25, 1990, p2
[16] Directory of Official Information 2001 – 2003 p620
- π’ Tourist and Publicity Department (1901 ‑ )
- π’ New Zealand Tourism Board (1991 ‑ )
- π’ Department of Industries and Commerce, Tourist and Health Resorts and Publicity (1930 ‑ 1946)
- π’ New Zealand Government Railways Department, Head Office (1900 ‑ 1901)
- π’ Department of Agriculture, Commerce, and Tourists - Tourist Division (1909 ‑ 1912)
- π’ Department of Tourist and Health Resorts, Head Office (1912 ‑ 1930)
- π’ Department of Tourist and Health Resorts, Head Office (1901 ‑ 1909)
- π’ Tourist and Publicity Department, Head Office (1946 ‑ 1991)
- π Railways (1900 ‑ 1901)
- π Tourist and Health Resorts (1) (1901 ‑ 1930)