New Zealand’s claim to fame of 100% Pure will be put to the test at this year’s Ecotourism Conference set to be held in Nelson come August, as the travel industry gathers once more.

100 delegates are expected to attend the Ecotourism NZ Conference in Nelson on the 5th and 6th of August, and this year coinciding with the 10th anniversary of the 100% Pure NZ branding, will look to critique the industry on whether it lives up to its claims.

“Our visitors are very capable of distinguishing genuine actions from lip service,” said Hugh Canard Ecotourism NZ Chairman.

“Since our very existence depends on the experience that visitors have with ‘nature’ in New Zealand we need to ensure we not only deliver a natural and memorable experience, but also that we achieve this in a truly sustainable way that lives up to our promise.”

Bruce Poon Tip, Gap Adventures CEO, will be one of the speakers at the event, and is set to look at how the world’s largest adventure company tackles the challenge of eco-tourism.

“I think what New Zealand has done well is creating a focused message about a commitment to natural experiences when travelling to New Zealand,” said Mr Poon Tip.

“New Zealand was always seen as a stop over to Australia, but by creating differentiation it has made New Zealand a compelling destination in its own right.”

In its fourth year, Ecotourism NZ will this year also look at other issues confronting the industry such as the evolving eco-traveller, future promotions, the state of ecotourism at the moment and how to further promote the industry.

For more information visit www.ecotourismnz.com/ecotourism/events.