Once, the Prime Minister's visit to Antarctica this week would have placed him among a select group. Not any more. He will be just one of about 50,000 people to visit the frozen continent this year. The number has increased rapidly over the past decade thanks to Antarctica becoming a top destination for those keen to see some of the world's most endangered places.
New Zealand is playing a small role in this boom, sending 300 tourists a year to visit the Ross Dependency, contributing about $5 million to the national economy in the process. John Key, as Tourism Minister, will be aware that at least one New Zealand operator has suggested further advantage should be taken of the continent's unique attractions.
It can be argued that tourism has had a relatively benign impact so far. Having seen Antarctica in a pristine state, people return home with a heightened concern about environmental challenges confronting it. This outweighs the effects on sites they have visited.
Their impact has also been managed by strict rules imposed by states of the Antarctic Treaty system which dictate, among other things, that ships with more than 500 passengers cannot land them, that only 100 passengers may be landed at a time, and that tourists must stay 5m to 10m away from wildlife.
This process has also been underpinned by a tourist industry largely respectful of Antarctica's role, first and foremost, as a natural reserve devoted to peace and science. The industry is keen to promote its credentials as a purveyor of so-called "eco-tourism".