The government has unveiled a new strategy for sustainable tourism as its overseas marketing arm prepares to persuade more New Zealanders the industry is good for them.

Right down to delegates' recyclable paper bags sustainability has been dominating the industry's main event, Trenz, this week, and today Tourism Minister Kelvin Davis and Conservation Minister Eugenie Sage doubled down on the theme.

While a record 308 tourism operators were enthusiastically trying to attract more business from buyers in Rotorua, there is widespread acknowledgement that the squeeze in some parts of the country from tourists at some times of the year has

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