Due to a recent survey it has been found that only two per cent of Kiwis think New Zealand completely lives up to its 100 per cent Pure branding, but the majority think we are mostly there. The survey followed questioning of the 100 per cent Pure Tourism campaign from overseas media.
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Kaitiakitanga means guardianship and protection. It is a way of managing the environment, based on the Māori world view. A kaitiaki is a guardian. This can be a person or group that cares for an area such as a lake or forest. They are given that role by the local iwi.
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