Lambs get chop as New Zealand woos tourists
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.New Zealand, long the target of sheep jokes of questionable taste, is to stop using sheep images when promoting itself to the outside world, not because of the perils of innuendo, but because they are deemed to be too boring.
New Zealand, long the target of sheep jokes of questionable taste, is to stop using sheep images when promoting itself to the outside world, not because of the perils of innuendo, but because they are deemed to be too boring.
A report for the Tourism New Zealand authority recommends that the country, home to 3.8 million people and 48 million sheep, should be marketed to visitors as "an energising natural experience", adding "it is important to avoid images of sheep, as these only serve to reinforce the negative image of New Zealand as traditional, pastoral and somewhat dull."
Yesterday George Hickton, head of Tourism New Zealand, said he accepted the findings of the report, which says "traditional pastoral vistas of farmland" should also be avoided.
It is not clear what will happen to the North Island tourist attraction Sheepworld, where visitors are treated to shearing and sheepdog displays.
Lucy Lawless, who plays Xena the Warrior Princess in the TV series, a famous New Zealand export, will also be dropped from promotional material for the country. The study found that while Ms Lawless scores highly on recognisability, she is "problematic owing to negative character associations which are very unappealing to older travellers". The authors may be referring to Xena's attire - tight black leather outfit, metallic breastplate and thigh-length boots - and her status as an icon for lesbians.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments