Tourism leader says 'pure' promise must deliver

The man behind one of the world's leading green adventure-tourism businesses says New Zealand has to deliver on the 100% Pure brand promise.

Canadian Bruce Poon Tip, who has propelled Gap Adventures from a college credit card-funded idea to a $150 million tourism business, spoke to Nelson Ecotourism Conference delegates this week.

Poon Tip said he was a fan of the 100% Pure brand, which had created global marketing magic, but New Zealand needed to improve its delivery.

Outside the conference, Poon Tip said New Zealand operators needed sustainable local and central government infrastructure, for example recycling services and the ability to use low-power light bulbs. "We find travellers who live sustainably think resource-consuming resorts are weird."

Tourism operators then needed to be educated, he said.

Accreditation programmes were not the answer as they had lost credibility and did not hold water with consumers.

Poon Tip said New Zealand was close to ticking the sustainable travel experience box.

Also speaking outside the conference, Ecotourism NZ chairman Hugh Canard said tourists and tourism retailers were demanding sustainable travel experiences in New Zealand.

A New Zealand hotel chain was recently told a tourism wholesaler would not make bookings unless the chain provided a "green" experience. However, the chain could not provide recycling, because it was not provided by the local council. "The issue of meeting the 100% Pure promise includes local and central Government we all have to work together."

Canard said today's travellers were sophisticated and educated and would not accept lip-service on sustainability.

Delegates would present recommendations on the 100% Pure promise to the Government.

- © Fairfax NZ News