GEF Essay on New Zealand\'s Tourism Strategy PDF

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Essay on New Zealand's Tourism Strategy: 100% New Zealand. ...

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Global Environmental Futures Assessment Item I: 1,500 Words Essay

Statement: “Tourism New Zealand began positioning New Zealand as “100% pure” in 1999. Deconstruct this ongoing campaign with reference to evidence of the state of New Zealand’s environment.

Student ID: u3177621 Wordcount: 1,462 Due date: March 13th, 2020

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Tourism New Zealand developed the “100% Pure New Zealand” advertising campaign in 1999 to exploit New Zealand’s colonial reputation as a “scenic wonderland, blessed with pristine environments and a unique landscape” (Bell, 2008). These representations have positioned the country internationally as a place “more committed to protecting the environment than other developed nations” (Rudzitis & Bird, 2011, p. 4). Today this campaign is regarded as one of the world’s strongest and longest-running destination brands, as it has increased international tourism by 50% in ten years (TNZ, 2009). However, it has also received many critiques given that ever since the country was settled, New Zealand’s landscapes; water and air quality; and range of unique animals have decreased drastically because of industrialisation and loose regulation. This paper will examine the current state of New Zealand’s environment and the causes behind it and will present potential solutions to move forward. Although it is true that New Zealand’s environment is better than others in developed countries, this has been an “accident rather than conscious effort, since it was the last country in the world to be settled by humans […] and the population remains small in relation to land” (Cumming, 2010). Sadly, the country is rapidly catching up with others. The Department of Conservation's list of threatened species rose by 416 to 2788 between 2001 and 2004 (Cumming, 2010). In addition, New Zealand has gone from ranking 1st of 146 countries in 2008 in Yale University’s Environmental Performance Index, to ranking 18th in 2018 (Yale Center for Environmental Law & Policy, 2018). These changes can be attributed to industrial activities which have boomed since colonial times such as farming, agriculture and the increased use of fossil fuels. In seeing this change, the government has attempted to shift the focus of the campaign from pristine landscapes to a notion of a pure New Zealand culture (Campelo et al., 2011, p. 8). Currently, tourism, farming and agriculture contribute enormously to New Zealand’s economy. Economist Keith Woodford explains that “tourism contributes by 21% to foreign exchange earnings, while the indirect value added of industries supporting tourism is $11.2 billion or 4.0 percent of the GDP” (Tourism New Zealand, 2019). Similarly, pastoral exports account for $28.6 billion, and total primary-industry exports constitute $46.4 billion (Woodford, 2019). Note that exports and tourism are raising simultaneously because promoting New Zealand as “100% pure” has been successful in marketing many national products (MacDonald, 2011, p. 68). Particularly agriculture and food exports, “where clean and green are associated with food quality and safety” (Clemens & Babcock, 2004).

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Overall, this rapid industrialisation has had negative impacts in the nation’s air and water quality; flora and fauna; and soil, as seen in Table 1 below. Air

Water

Fauna

Flora

Soil

Farming

×

×

×

×

×

Agriculture

×

×

×

×

×

×

×

×

×

×

×

×

×

Introduced Pests and Plants Fossil fuels

×

Fishing

×

Urban Development

×

×

Industrial Waste

×

×

×

×

TABLE 1. CAUSES AND EFFECTS OF COLONIALISM AND INDUSTRIALISATION.

Farming and agriculture intensification and expansion have led to conversion of more and more land; higher use of fertilisers; degradation of waterways; and increasing nitrate contamination that threatens marine habitats (Ministry of the Environment, 2019). In fact, the most polluted river in the developed world is found in New Zealand and is overloaded with nitrogen and phosphorus from farm runoff. Other rivers and lakes are threatened by algal bloom and E.coli bacteria - an indicator of faecal contamination; as a result of these same activities (Menon, 2019). This, combined with sewage contamination form industrial processes explains why by 2019 The Environment Ministry declared two-thirds of all rivers unswimmable (Ministry for the Environment, 2019). Given the condition of the water, three-quarters of native freshwater fish species are threatened with extinction. The nutrient-rich sediments and faecal contamination mentioned above is also smothering shellfish beds and boosting mangrove growth, which threatens mussel and oyster farms. The processes therefore, are threatening the food chain and migratory bird roosting areas, where nearly two-thirds of oceangoing seabirds are already endangered (Malcouronne, 2013). Nevertheless, marine life is also threatened by other human practices like bottom-

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trawling, which has caused Hoki stocks to decrease dramatically; and Maui's dolphin to be on the brink of extinction (Ministry for the Environment, 2019). Introduced pests and plants have also played a role in making New Zealand the country with the most endangered species in the world proportionally. Examples include exotic weed Undaria which seems to be overtaking native seaweeds; and didymo which threatens to smother beds in pristine angling rivers (Cumming, 2010). However, Flora and Fauna have also been lost as a direct result of habitat destruction to establish agriculture and horticulture which causes soil degradation, consequent soil erosion, and agricultural fertilizer runoff (Menon, 2019). Contributing to the issue is the fact that New Zealand is one of the world’s greatest pesticide and fertiliser users (Malcouronne, 2013). New Zealand’s product exports are increasingly scrutinized for ethical production, sustainability, and health concerns; so pesticide and genetic modification use in agriculture also pose a great risk to the economy (Yeoman, Palomino-Schalscha, & McMahon-Beattie, 2015). Furthermore, nitrogen fertiliser use has doubled since the 1990s, and Methane and nitrous oxide emissions from agriculture comprise 47 per cent of the country’s total emissions (Malcouronne, 2013). Lastly, reliance on fossil fuels for transport and heating, and failure to reduce greenhouse gas emissions since 1990, has resulted in poor air quality in about 30 locations where 53 per cent of New Zealanders live. The country is currently the second highest greenhouse gas emitter in the OECD. Pure Advantage, a non-profit group promoting green business, estimates that the country will overtake the United States in per capita emissions in coming years, which is cause for concern considered the relative population sizes of these countries (Anderson, 2012). All these effects in the environment have been the result of several factors. The first one to note is that the tourism campaign created a cycle where tourism increases, but so does demand for green, sustainable products; which increases the need for industrial activities . This, in turn, has led to the government relaxing regulations to allow for many industries to grow, which has consequently decreased the “pureness”, in this context, of the country. In other words, it is the result of “an economic strategy which aims to continue to exponentially increase dairy production, with associated increases in intensity, which is not a viable strategy” (Cumming, 2010). Every report on water quality in New Zealand has named intensification as a key force driving environmental decline (Menon, 2019). In addition, the government has advocated roads over public transport (Anderson, 2012). This, together with the fact that the government has failed

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to sign a greenhouse emissions treaty or reduce them, makes the situation more concerning. Even more concerning is the fact that in order to reduce net emissions, the government is “planting extensive tracts of land in yet more pine trees, with consequent soil and water degradation” (Gregory & Zirker, 2017). Although there have been good initiatives such as mandatory eco-lightbulbs, a Marine Mammal Protection Bill and additions to conservation estate among others, certain proposals have been cancelled due to lobbying of interest groups, as was the case of the fisheries quota management system (Cumming, 2010). Overall, it seems there is more money spent in propaganda than change. It can be concluded that there is a strong neoliberal influence over economic and social policymaking, which is not surprising considering that “governmental institutions are almost exclusively run by European New Zealanders” (Gregory & Zirker, 2017). All the issues previously explained come from the connection perceived by Europeans or European descendants, between themselves and the land; as owners of it who benefit monetarily from its administration, or more specifically, from its exploitation. This is a “classic tale of a prisoner's dilemma” (Yeoman, Palomino-Schalscha, & McMahon-Beattie, 2015, p. 2). Since consumers are choosing eco-tourism and eco-products, and there is currently increased awareness of environmental issues thanks to the internet, if New Zealand wants to move forward it needs to make 100% the goal. The country’s small population is cause for optimism in this field, however, certain key policies are indispensable. First of all, it is necessary to pour more sources into improving environmental credentials and making industries sustainable, since most important industries for NZ rely on the country’s clean, green image. Secondly, other cultures knowledge should be incorporated into policy making and governance, particularly Maori knowledge, which could be done through deliberative democracy as suggested by John S. Dryzek (Dryzek, et al., 2019). This will allow to make animal and environmental welfare and morality more central. Lastly, it is crucial to invest in research regarding alternative sustainable energy sources, so that fossil fuel use can be eradicated.

References Anderson, C. (2012, November 16th). New Zealand’s Green Tourism Push Clashes With Realities. The New York Times, p. [online].

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Bell, C. (2008). 100% PURE New Zealand: Branding for back-packers. Journal of Vacation Marketing, 14(4), 345-355. doi: 10.1177/1356766708094755. Campelo, A., Aitken, R., & Gnoth, J. (2011). Visual rhetoric and ethics in marketing of destinations. Journal of Travel Research, 50(1), 3-14. doi: 10.1177/0047287510362777. Cumming, G. (2010, January 6th). New Zealand: 100 per cent pure hype. NZ Herald, p. [Online]. Retrieved from https://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10618678 Dryzek, J. S., Bowman, Q., Kuyper, J., Pickering, J., Sass, J., & Stevenson, H. (2019). Deliberative Global Democracy. Melbourne, Australia: Canbridge University Press. doi:10.1017/9781108762922 Everitt, T. (2009). Clean & Green? Brand New Zealand. Queenstown, New Zealand: Greenbranz. Gregory, R., & Zirker, D. (2017). Corruption in New Zealand: A case of reputational erosion? The Changing Face of Corruption in the Asia Pacific, 149-166. doi:10.1016 MacDonald, C. (2011). Expression and Emotion: Cultural Diplomacy and Nation Branding in New Zealand. Master thesis, Victoria University. Wellington, New Zealand. Link Malcouronne, P. (2013, January). 32% Pure. New Zealand Geographic(119), [online]. Retrieved from https://www.nzgeo.com/stories/32-pure/ Menon, P. (2019, January 18th). 100% Pure? New Zealand's deteriorating water raises a stink. Reuters, p. [online]. Retrieved from https://www.reuters.com/article/us-newzealand-pollution/100-pure-newzealands-deteriorating-water-raises-a-stink-idUSKCN1PB2SZ Ministry for the Environment. (2009). Report of the Ministry for the Environment. Wellington: New Zealand Government. Retrieved from https://www.mfe.govt.nz/sites/default/files/report.pdf Ministry for the Environment. (2019). Environment Aotearoa. Wellington: New Zealand Government. Retrieved from https://www.mfe.govt.nz/Environment-Aotearoa-2019-Summary Ministry of the Environment. (2019). Action for Healthy Waterways. Wellington: New Zealand Government. Retrieved from https://www.mfe.govt.nz/sites/default/files/media/Fresh%20water/actionfor-healthy-waterways.pdf Morgan, N. J., Pritchard, A., & Piggott, R. (2002). New Zealand, 100% Pure: The creation of a powerful niche destination brand. Journal of Brand Management, 9(4/5), 335-354. doi: 10.1057/palgrave.bm.2540082. Morgan, N. J., Pritchard, A., & Piggott, R. (2003). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285-299. doi: 10.1177/135676670300900307. Roper, J. (2010). CSR as issues management. Paper presented at the 60th Annual International Communication Association Conference, Singapore, 22-26 June. Roper, J. (2012). Environmental risk, sustainability discourses, and public relations. Public Relations Inquiry, 1(1), 1-19. doi: 10.1177/2046147X11422147. Rudzitis, G., & Bird, K. (2011). The myth and reality of sustainable New Zealand: Mining in a pristine land. Environment: Science and policy for sustainable development.

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TNZ. (2009). Pure as: Celebrating 10 years of 100% pure New Zealand. Wellington, New Zealand: Tourism New Zealand. Tourism New Zealand. (2019, December 17). Tourism New Zealand. Retrieved March 3rd, 2020, from About the tourism industry: https://www.tourismnewzealand.com/about/about-the-tourism-industry/ Woodford, K. (2019, October 14th). Agricultural GDP catches well under one quarter of the agribusiness system. Interest.co.nz, p. [online]. Yale Center for Environmental Law & Policy. (2018). Global metrics for the environment: Ranking country performance on high-priority environmental issues. New Haven, Connecticut: Yale University. Retrieved from https://epi.envirocenter.yale.edu/downloads/epi2018policymakerssummaryv01.pdf Yeoman, I., & McMahon-Beattie, U. (2011). The future challenge. In N. Morgan, A. Pritchard & R. Pride (Eds.), Destination brands: Managing place reputation (3rd ed., pp. 169-182). Oxford, United Kingdom: Butterworth-Heinemann. Yeoman, I., Palomino-Schalscha, M., & McMahon-Beattie, U. (2015). Keeping it pure: could New Zealand be an eco-paradise? Journal of Tourism Futures, 1(1), 19-35. doi:10.1108...