"Legend has it that New Zealand was fished from the sea. Fact has it that New Zealand was the last land mass on earth to be discovered, making New Zealand the youngest country on earth".
Tourism New Zealand's highly successful 100% Pure New Zealand campaign, focusing on New Zealand as the youngest country on earth. According to historians, New Zealand was the last habitable landmass on earth to be settled by humankind.
Visitors from the UK talking about how they feel about holidaying in the youngest country on earth.
Tourism New Zealand Chief Executive George Hickton said the 100% Pure campaign conjures up images of a country that is "fresh and enthusiastic and prepared to give it a go. In a sense it explains why New Zealand does things differently, it explains our enthusiasm and freshness and because we are young we may get it right in the future."
New Zealand is a country that prides itself on its 100% Pure image. NZ's environmental record has consistently been rated as one of the top 10 countries in the world. Environmental protection is part of New Zealand's heritage through the principle of Kaitiakitanga or guardianship, with one third of New Zealand's land protected for conservation.
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