Why is it important?

• The tourism sector needs to be prepared for the long term future. New Zealand must remain at least on a level playing field with our global destination competitors, who are moving towards sustainability.
   
• New Zealand must take a more strategic approach to address climate issues, as well as improve our grass roots practices within tourism operations.
   
• Sustainability results in cost savings, particularly measures around energy efficiency – so it makes simple business sense.
   
• New Zealand is in a position to be a world leader on sustainability because we are a small and agile country and tourism has been identified as a leading sector.
   
• The Prime Minister has identified sustainability as a key challenge for the nation and warns that if New Zealand does not commit to greater sustainability in our resource use and way of life, we risk not only damaging our own environment, but also exposing our economy to significant risk.
   
• The New Zealand Tourism Strategy 2010 (NZTS 2010) is currently being updated and sustainability is at the forefront of the agenda.
   
• The tourism sector generates about 6% of greenhouse gas emissions in NZ. Domestic travel accounts for about 75% of tourism’s direct energy use and emissions. In terms of international visitation, 90% of visitors’ carbon emissions are generated in travelling to and from New Zealand.
   
• Consumer demand: customers are becoming more aware and increasingly discerning of the effect businesses have on the environment. This is particularly true for international visitors from our key markets. See here for information about the solution seeker market in New Zealand.
   
• Our current international marketing brand, 100% Pure New Zealand, delivers a promise to visitors about the natural New Zealand experience they should expect, which is one of the biggest drivers in them coming here. The industry must deliver on the expectations of “100% Pure NZ” and our clean, green image.