Favourable media coverage and the New Zealand space agency's focus on commercial opportunities, positioned within the Ministry of Business Innovation & Employment that is also responsible for tourism, provides a basis for a developing space tourism industry. There are many possible environmental, cultural, and geo-political consequences to being a space launch state with implications for tourism, sustainability, and tourism branding. The '100% PURE NEW ZEALAND' tourism brand in use since 1999 has received ongoing criticism from various sources in response to reports of widespread environmental degradation in New Zealand, dairy farm conversions causing nitrate runoff and contamination of waterways, and New Zealand's comparatively high per-capita level of greenhouse gas emissions. The establishment of commercial space launch operations, and the ancillary industrial and service facilities required, opens a new dimension of environmental hazard for New Zealand that has not been considered in the space launch legislation, or any other existing legislation, for regulating the environmental impact of rocket powered high altitude and space vehicles. This paper will examine the environmental, cultural, geopolitical and regulatory issues for New Zealand as a space launch state, and the likely implications for sustainable tourism, tourism branding, and New Zealand as a space tourism destination.