Just heard Kelvin Davis trying to explain that the tourism slogan '100% Pure' is evolving to mean something broader. It's a nonsense.
I see tourists at the Christchurch Botanical gardens using big and expensive cameras to take photos of natural beauty. I think a slogan that highlights the beauty of NZ would be the way to go. These tourists have made the effort to bring big cameras on holiday rather than just using their Iphone X or Samsung S9.
It is the beauty of NZ that has made them bring the cameras.
So my effort is: 'Beautiful New Zealand' This would go well with photos on posters, magazines, & all sorts of promotional videos. Not a perfect slogan but a heck of a lot more honest.