KEY POINTS:
Tourists think New Zealanders are litter bugs, according to a Tourism New Zealand survey.
George Hickton, chief executive of Tourism New Zealand, said New Zealand needed to lift its game when it came to simple environmental issues such as litter and recycling.
Tourism New Zealand research had shown that according to international visitors the two biggest problems with the country's natural environment were litter and lack of recycling facilities.
Mr Hickton said tourism was New Zealand's most important export earner, contributing 9.2 per cent of GDP, but the continued success of the industry relied on maintaining the "clean and green" image.
He said the results of Tourism New Zealand's 2007-08 visitor experience monitor showed that meeting visitor expectations was not just about the big issues.
"We know that our international visitors are becoming more environmentally aware and that the 100 per cent pure brand means they come here with a set of expectations about the way we are managing our environment.
"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 they were issues all New Zealanders could tackle and help to make a difference.
Since Tourism New Zealand is a sponsor of Keep New Zealand Beautiful's clean-up week, staff were out picking up litter at Victoria Park on Friday to mark the beginning of the campaign.
