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Source: ONE News -
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For ten years New Zealand has been promoting itself to the world
as 100% pure, but are we?
A visiting travel expert says we need to make sure everything is as
pure as our natural landscapes, if we want to ensure the brand
keeps ringing true.
It is not hard to see why tourists flock to our shores, it's our scenery that is the feature of our international marketing campaign, 100% Pure New Zealand.
Forbes.com calls the marketing campaign one of the world's top ten travel campaigns.
But a visiting travel expert says we need to future proof the brand.
Canadian travel expert Bruce Poon Tip runs the world's largest adventure travel company and says today's eco-conscious travellers, are increasingly demanding more from the "pure" promise.
"100% is a very bold statement... if you asked what people thought of 100% Pure ten years ago and 100% Pure today, you'd have got drastically different answers because the world has changed in that time," he says.
With spectacular views it is easy to see how New Zealand looks 100% Pure, but experts say all parts of the sector have to be up to scratch.
Tourism New Zealand says over 90% of visitors enjoy visiting the country, so 100% Pure is still working, at least for now.
