It is perhaps not a desirable image, suitable for the sort of glossy brochures and adrenaline-pumped screen footage we use to promote Godzone, but there can be no doubt: tourists and toilets go hand in hand.
Tourism is now our single biggest export earner, accounting for $11.8 billion, or more than 17% of our total export earnings.
Add in domestic tourism, and the industry is worth almost $30 billion to the national economy.
Combine direct and indirect contributions, and tourism comprises almost 9% of the country's gross domestic product.
Year on year, the figures have been growing at a phenomenal rate.
The latest numbers from the Ministry of Business, Innovation and Employment show more than 3 million people visited New Zealand in the year ending April.
Move over dairying, the tourism industry is the cream of the crop.
It is a licence to print money.
The Tourism Industry Association's "Tourism 2025'' strategy "Growing value together'' is "a framework to unite New Zealand's large and diverse tourism industry and ignite strong, aspirational economic growth''.
It has a goal of making $41 billion in total tourism revenue per year by 2025, but says its focus is on growing "value'', not visitor numbers.
Despite that, MBIE projections are that New Zealand will attract 4.5 million tourists by 2022.
It is a land of growth and opportunities, boom time for regions such as Otago in jobs for locals, and for retailers, accommodation providers and tourism operators.
But it is also causing headaches for residents and councils.
The pictures and stories that are increasingly taking centre stage are about the absolute basics: toilets - or lack thereof.
Nationally, it has been shocking to view recent images of the vast numbers on the Tongariro Alpine Crossing, and the long queues to access the limited toilets in the remote location.
On the Otago Peninsula, and throughout Central Otago and the Queenstown Lakes district, images of freedom campers (and significantly the mess - including human waste - left by them) has horrified many.
At least relief is finally in sight for Northeast Valley, Dunedin businesses and the nearby hospice.
They are celebrating the news toilets finally are to be installed at Baldwin St, the world's steepest street.
After pressure from councils, Prime Minister and Tourism Minister John Key announced a $12million fund, confirmed in the Budget, for "small infrastructure projects'' to ease the demand caused by freedom campers.
But, at the same time, money is being poured into targeting more growth opportunities - such as in the United States and India, and Chinese visitor numbers are set to spiral.
The Government, local and regional councils and tourism providers and representatives need to be on the same page.
Managing the effects - and providing funding to do so - must be part and parcel of the push for more growth.
It is vital to get the visitor experience right, but vital, too, we do not alienate communities.
The Otago Peninsula Community Board is concerned about its area.
An increase in cruise ships next season could result in a huge jump to 8000 visitors in just the one day.
While that was "exciting in terms of economic growth'', Otago Peninsula Community Board chairwoman Christine Garey warned that residents "must see resulting local employment and thriving business'' or there could be negative reactions to the increased numbers of people and traffic and environmental effects.
The result of failing to plan for and keep up with growth in our largest city provides lessons to be heeded in the mad dash for the tourism dollar everywhere.
Sustainability is the only way forward if we want to show tourists the best this country has to offer - and keep it at its best for New Zealanders.
