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'100% Pure NZ' had to change

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OPINION: Perhaps it's a good thing that Tourism New Zealand's latest global campaign marks a shift away from the usual focus on our so-called pristine environment.

The launch of the latest instalment of the tourism board's 20-year-old "100% Pure New Zealand" campaign on Sunday coincides with yet further evidence that the country is anything but.

Lake Wānaka, Lake Wakatipu and numerous rivers and streams in the Queenstown Lakes District could be on the receiving end of wastewater overflows for several decades if an application for resource consent is granted, proving that even scenic destinations beloved by locals and tourists alike are not immune from deliberate environmental damage. Such overflows already happen - securing resource consent is a means of legitimising them. And tourism, or rather our inability to handle rising visitor numbers without wreaking havoc on the environment, is partly to blame.

Most Kiwis are well aware that New Zealand is not the clean, green utopia the tourism board would have you believe, much less 100 per cent pure, but that's not the reason it's chosen to focus on "our welcoming people and culture" this time around. At least not one of the stated ones.

* Does New Zealand have too much tourism?
* Five Kiwi gems possibly under threat from overtourism
* New '100% Pure' campaign shows tourist drinking river water
* Our love hate relationship with tourists - New Zealand's visitor........

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