This paper looks at the issue of environmental awareness and the related topic of 'ecolabels' in a New Zealand context, adopting a supplier's perspective to gain a greater insight into the attitudes of those managing and providing tourism products to the consumer. As this topic has received very little research attention, particularly with regard to the link between environmental awareness and 'ecolabels' in New Zealand, the paper is of an exploratory nature and non-scientific in its aim of understanding supplier's attitudes towards global 'ecolabels', namely Green Globe 21 (GG21). The research was conducted in an area that can be regarded as a mass tourism destination by New Zealand standards, to allow for a greater insight into the pivotal issue of sustainability in a mass tourism environment rather than a small-scale destination for nature enthusiasts.