Unsustainable tourism refers to a form of travel and tourism that targets masses of visitors and prioritizes a short-term tourism plan with fast economic gains and visitor satisfaction over long-term social, cultural, and environmental sustainability. Rethinking the way the tourism industry operates is a pressing global concern where finding a balance between economic progress and environmental and cultural preservation becomes a challenge.

The primary goal seems to be to make New Zealand as enticing as possible in order to outshine other countries. Essentially, the aim is to have an impressive marketing strategy that attracts overseas workers without properly conveying the high likelihood of lower pay, the exorbitant cost of living, and the limited prospects for securing adequate accommodation.