Tourism NZ

Tourism NZ hopes to draw guests to the nation’s areas.

OPINION: The “100% Pure New Zealand” marketing campaign that sells our nation to the world has been operating for a very long time – since 1999.

It works as a result of it’s a piece of puffery – everybody is aware of that New Zealand just isn’t a 100 per cent pristine setting, however the slogan succinctly sums up the kind of expertise that guests and vacationers may need and anticipate.

Add a flourish – “100% Pure Adrenaline” or “100% Pure Welcome” – and the campaign may be focused at thrill-seekers or people who find themselves attracted by Kiwis’ deserved status for friendliness.  Even the variation “100% Pure Middle Earth” has been used to draw followers of the Lord of the Rings and Hobbit movies.

A woman drinks from a river in a new government-funded "100% Pure" campaign that will be broadcast abroad.

TOURISM NEW ZEALAND

A lady drinks from a river in a brand new authorities-funded “100% Pure” campaign that might be broadcast overseas.

READ MORE: 
* New ‘100% Pure’ campaign exhibits vacationer consuming river water
* Concern over freshwater shaping up as main election concern
* Farmer’s stream-water consuming problem labelled dangerous by Greenpeace
* Investors and the enterprise of water
* Opinion: Drinking from streams is like Russian roulette
* Declining water high quality hurting tourism, business says

The newest iteration is a a lot-watched Tourism NZ video, which is every thing you’d anticipate. From marae to mountain, glacier to waterfall and to empty seashore, a younger couple discover their massive Kiwi journey.

There are not any jarring notes – till the lady stands in a river and cups her palms to drink the water. The video cuts away earlier than the water reaches her mouth, however the plain suggestion is that the water is protected to drink.

Probably not. Studies by totally different businesses have proven that many monitored river websites – even in pure areas of native forest – have E coli ranges too excessive for protected swimming, not to mention consuming. In some locations, such because the Abel Tasman National Park, there’s additionally a danger from the parasite giardia.

In current years, the Parliamentary Commissioner for the Environment has repeatedly warned concerning the declining high quality of rivers, streams and lakes, largely due to air pollution from the vitamins nitrogen and phosphorus. The largest supply of nitrogen is urine from livestock.

The water which the lady seems to drink within the Tourism NZ commercial is from the Blue Pools at Haast, that are near the water’s alpine supply and unlikely to trigger her issues.

There is irony in that council-provided faucet water on the West Coast typically fails to satisfy requirements. If the holidaying couple portrayed within the video have been staying on the Coast, they might be topic to a boil water discover again at their lodging.

Tourism now surpasses dairy farming as New Zealand’s largest export earner, partly due to the success of the “100% Pure” branding. Both industries place stresses on the surroundings, which have to be managed. In tourism’s case, striving to draw increasingly more guests comes with the duty to cope with the ensuing pressures on the setting and infrastructure.

New Zealand is bought to the world as being an unspoiled scenic wonderland, however it isn’t all the time clear and inexperienced. Perhaps it’s now too inexperienced in locations, given the variety of former swimming spots that are choked with nutrient-fuelled weeds or fouled by algal blooms.

Water high quality is a troublesome and sophisticated challenge, requiring a sustained, even multi-generational effort from the Government, local authorities, farming and enterprise pursuits and environmental teams all working collectively.

That requires admitting there are vital issues to start with. It goes towards that grain to maintain telling individuals abroad we’re 100 per cent pure and suggesting it’s simply effective for them to cup their palms and drink the water.


 – Stuff



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