New Zealand has long been regarded as a clean and green destination as a result of its rich and fragile natural landscape. But in recent years, there had been controversy as to whether its official environmental policies and practices were doing enough to protect and conserve nature.
For example in 2008, New Zealand promoted the extension of its Qualmark certification program to include responsible tourism practices. Then in 2010, after certifying more than 500 tourism businesses, New Zealand announced the de-coupling of responsible tourism criteria from Qualmark, and the creation of the Qualmark Enviro eco-label criteria. Confused yet?