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Tourism New Zealand has stressed the importance of the country promoting its 'clean and green' values and addressing environmental issues such as litter and recycling.

According to research released by the national organisation, the two biggest problems with New Zealand's natural environment for international visitors are litter and a lack of recycling facilities.

Tourism New Zealand chief executive George Hickton pointed out that tourism is the island nation's most important export earner, contributing 9.2% of gross domestic product.

He stressed that visitors often have basic expectations with regards to issues such as litter, particularly in New Zealand owing to its '100% Pure' brand identity.

'This isn't just about climate change or resource management. Our visitors are looking for ways to recycle their waste while they are out enjoying our country. And they notice the small things like litter,' Mr Hickton said.

'These are issues we can all tackle and help make a real difference.'

Tourism New Zealand is a sponsor of Keep New Zealand Beautiful Clean Up Week and some of its employees will be picking up litter at Scorching Bay in Wellington and Victoria Park in Auckland on 5 September as part of the initiative.

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