Tourism is an important and growing economic activity in New Zealand. While promotional activities highlight New Zealand’s biodiversity and ‘clean green’ image under a 100% pure brand, relatively little is known of its draw on ecosystem functions and services. Preliminary analyses of the sector’s eco-efficiency highlight both the complexity of the sector and its relatively-polluting nature. Tourism is, however, a two-edged sword in that it also provides an economic initiative for the designation and management of protected natural areas. Given the size, activity volumes and growth trajectory of the sector, non-market and resource-use and efficiency evidence to support tourism policy and planning is now urgently required.