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Despite sustainability becoming a key discourse throughout the tourism industry, the practical implementation of sustainable tourism policies has been limited (Hall, 2011). New Zealand is not immune to criticism in this regard and our ‘100% Pure’ tourism brand has been brought into question. As long ago as 1997 the Parliamentary Commissioner for the Environment reported that the environmental qualities underpinning tourism were at risk and that visitor pressure on iconic attractions could not be sustained. Importantly, the commissioner identified ‘systematic problems that hinder the achievement of sustainable tourism’, noting that ‘the government system for managing tourism and its environmental effects is fragmented’ (Parliamentary Commissioner for the

Single worthwhile policy, seeking legitimacy and implementation: sustainable tourism at the regional destination level, New Zealand