Abstract
The tourism sector has a role in environmental stewardship, including the responsible representation of tourism destinations. However, tourism stakeholders may, willingly or unwittingly, through uninformed or irresponsible promotion, support the perpetuation of environmental problems. We explore how tourism stakeholders portray a serious environmental problem in New Zealand - invasive species - using the case of Russell lupin. Lupins are an example of a 'charismatic' but highly invasive weed that tourism stakeholders may perceive as contributing to destination attractiveness. We document how 17 regional/national tourism organisations portray this invasive species in their Instagram accounts, employing an analysis of the imagery and accompanying commentary of 94 exhibits. We found overwhelming evidence of lupin being represented both by tourism organisations and their audiences as a highly desirable landscape feature. Where negative impacts were alluded to, these were embedded within a broader positive narrative underplaying the seriousness of the ecological threats. Uncritical acceptance and incorporation of invasive species as destination attractions may complicate future efforts for control or eradication. Tourism organisations have a role in sustainable destination management that includes the need to responsibly re-present environmental problems in their promotion activities to foster awareness and action among their audiences and visitor markets.