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Many visitors to New Zealand are unaware of the risks posed by some of the country's regions, according to a safety official.

Land Search and Rescue board director Phil Melchior said that more than a third of the rescue group's callouts during the 2007-08 holiday season involved tourists.

A large number of these took place in New Zealand's wilderness areas, such as the mountains on the south island.

Mr Melchior said that visitors are often attracted to these areas by targeted marketing campaigns, but are ill-prepared to deal with some of the difficulties they may encounter during their trip.

'We're selling New Zealand with glossy brochures of our fabulous scenery and visitors are encouraged to get amongst it,' he said.

'The problem is that tourists are sometimes ill-prepared, don't understand the system and get into trouble.'

Mr Melchior said that the people who are selling New Zealand to tourists have a responsibility to inform visitors of the the danger that 'lurks beneath the beauty'.

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