Saturday 16 December 2017
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economist
3 months ago

Will New Zealand remain a green and pleasant land?

OVER the rubbery chicken at your next tourism symposium, challenge fellow delegates to name the world’s longest-running national tourism slogan. The answer—it was on the tip of your tongue—is “100% pure New Zealand”, Tourism New Zealand’s catchphrase since 1999. Why mess with a good thing? The notion of a country blessed with pristine land, water and air appeals not only to visitors. It goes to the core of what the country means to New Zealanders themselves. So the slogan has the “authenticity” such gatheri

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