6 Aug 2009

NZ told to promote more than natural beauty

3:11 pm on 6 August 2009

A leading international travel operator says New Zealand's 100% Pure branding is the envy of the world, but it is time to move on from promoting only natural wonders.

GAP Adventures chief executive Bruce Poon Tip has told an ecotourism conference in Nelson that the 10-year-old brand has been hugely successful and should be retained.

He says it has helped to differentiate New Zealand from other countries, especially Australia, and has turned New Zealand from a stopover into a destination.

However, he says the brand needs to expand, especially to highlight Maori culture, which has huge appeal for potential tourists.