Green was the word at the Tourism Rendezvous New Zealand (Trenz) conference in Rotorua yesterday.
Tourism Minister Damien O'Connor said that, with an ever-increasing focus on the environment, the New Zealand tourist industry could ill-afford to rest on its laurels.
"As it is our environment that underpins our brand, we need to take credible and visible steps to reduce our environmental impact and improve our environmental management. We have to deliver on the brand promise."
Tourism New Zealand chief executive George Hickton said despite concerns over carbon emissions associated with long-haul travel, the country would continue to be marketed as 100% Pure New Zealand.
While there was concern in the industry about a possible downturn in the number of long-haul visitors, people still wanted to travel to New Zealand, he said.
Markets such as Australia were becoming increasingly important, with a 6% increase in the year to April 2008, and China had emerged as one of New Zealand's most important markets, with an 8% increase.
These increases were helping to turn around a decrease in traditional markets such as Japan (-11%), Korea (-20%), the United Kingdom (-3%) and the United States (-2%).
The global credit crunch and concern over long-haul travel could be reasons for the decline in numbers from those markets, he said.
Mr O'Connor announced details of Qualmark Green to push New Zealand's green credentials.
It had been pitched as a "world first integrated environmental performance and tourism quality assurance system".
Medals would be awarded to tourist operators who met the criteria.
"This would enable visitors to see an operator's commitment to sustainability at a glance," Mr O'Connor said.
Every Qualmark member would have to meet minimum environment standards by August this year as part of their assessment.
"This new criteria will help the tourism industry meet the main goal of the New Zealand Tourism Strategy 2015 - to be the leading contributor to a sustainable New Zealand economy."
To help the tourism industry achieve that goal, the Government would give $840,000 for the sustainable tourism advisers in regions project.
Funding of $88,000 for three years would be distributed to up to eight regional organisations so they could employ an adviser to work with tourist operators and help reduce their impact on the environment.
