Qualmark is New Zealand tourism's official mark of quality, with a star grading system for accommodation and endorsement for activities, services or transport. Qualmark Green is an initiative aimed and encouraging and rewarding environmental performance within the tourism industry. Environmental and social criteria, called Responsible Tourism Operations, were integrated into the Qualmark quality assurance framework in August 2008. The criteria include minimum standards for sound environmental practice, along with recognition for activities in energy, waste, water, conservation and community. Top performers are eligible for and Enviro-Gold, Enviro-Silver or Enviro-Bronze logo. The criteria apply to all tourism businesses with a Qualmark licence, meaning Qualmark now represents quality and environmental performance.