I noted with interest the Minister's speech to the Otago University Tourism Policy School on 25 March 2022, a few weeks ago, where he said "Our legendary hospitality in no small way helps to shape these positive impressions and we benefit from sharing our stories and places with these visitors in ways that are more than purely financial … Because if we don't 'live the brand' we will never be the premier destination we desire to be. If we are mediocre in our service delivery, no amount of crazy scenery and breath-taking experiences will lift us above many other destinations around the world."