Instead of being guardians of the galaxy, how about becoming guardians of New Zealand for a change?

The country’s tourism industry has come together to launch a major initiative inviting visitors to care for its unique land and environment.

The Tiaki Promise campaign encourages all visitors to experience New Zealand in a way that keeps them safe, protects the natural environment, respects all cultures and preserves the country for future generations.

“Tiaki” means to care for people and place in the native Maori language.

Tourism New Zealand chief executive Stephen England-Hall said everyone plays a role in preserving the country’s beauty through the Tiaki Promise campaign.

“It reminds people to travel responsibly as they enjoy what our country has to offer, making it clear what behaviours are expected from putting rubbish in the bin to driving safely and showing care and consideration for all,” he said.

The campaign is a collaboration between seven key organisations across the public and private sector: Air New Zealand, Tourism New Zealand, the Department of Conservation, Local Government New Zealand, New Zealand Maori Tourism, Tourism Holdings Ltd and Tourism Industry Aotearoa.

Air New Zealand chief executive officer Christopher Luxon said the Tiaki Promise campaign is about caring for people, as well as the land.

“International visitors always remark that our landscapes are stunning but it is the interaction with New Zealanders that made their holiday special.

“The Tiaki Promise is a way of sharing our culture and what is important to New Zealanders with our visitors so they have a deeper understanding and experience of New Zealand,” he said.

Find out more at tiakinewzealand.co.nz.