What's Happening

New Zealand is leading the world in its approach to sustainable tourism and is in a position to help other countries develop in this area, a visiting responsible tourism expert says.

Dr Harold Goodwin is Professor of Responsible Tourism Management at Leeds Metropolitan University in the UK is currently in New Zealand on a working holiday.

Professor Goodwin is one of the founders of the Responsible Tourism Awards, which was launched in 2004. Last year, New Zealand became the first and only country to win the Virgin Holidays Responsible Tourism Awards, being named 'Overall Winner' as well as 'Best Destination'. The awards recognise destinations and organisations that are making positive contributions to cultures, economies and the environment through tourism.

Professor Goodwin said New Zealand’s commitment to the 100% Pure New Zealand brand over a decade and its integrated approach to sustainable tourism through the Qualmark system were both "world-leading".

He added that in his view New Zealand had successfully found out what kind of tourists would have the best experience as visitors, which ones would most benefit New Zealand and do the least damage and as an industry was working on how to deliver on the 100% Pure New Zealand promise.

"I really don’t know anyone who has done this whole package better at a country level."

Countries like the UK and South Africa and others were still looking at how to link their brands, their market position, sustainable tourism and the experience, and he believed that New Zealand’s work could help.

Asked if he was happy about the link made between New Zealand’s environmental performance and the 100% Pure brand, Professor Goodwin said he believed that New Zealand’s underlying environmental performance was only part of the picture, but that is was "clearly an aspirational statement".

"People generally don’t behave better by being beaten up, but by being shown that they can make their world or community a better place for them to live in and for visitors to visit."

He added that one of the core strengths of the 100% Pure New Zealand brand was its ability to evolve, something that was rare in a country brand. The brand makes clear New Zealand’s commitment to conserving its environment.

"It seems as if it started more around the landscapes and the natural experiences of New Zealand, but that’s now giving way to a level of authenticity and culture, both Maori and Pakeha, and that’s where tourism is moving to."