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The Tourism Industry Association (TIA) New Zealand has said that environmental sustainability is one of the critical challenges faced by the country's travel sector.

Fiona Luhrs, TIA chief executive, said the association is looking forward to working with the government on the issue.

'The tourism industry is already committed to becoming more environmentally sustainable,' she added.

'Given New Zealand's distance from key markets, we must be able to deliver on our '100% Pure' international marketing promise. By doing so, we have the potential to gain competitive advantage internationally.'

The TIA stressed that sustainability is particularly important for New Zealand as its natural environment is the main factor that brings visitors to the island.

In recent years the country's natural attributes have proved more attractive to tourists than ever before, with a 61% rise in arrivals since 1999.

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