Dunedin Airport introduces maximum hugging time of three minutes at drop-off zone

An airport in New Zealand has limited hugging in its drop-off zone to a maximum of three minutes – with anyone wanting a longer goodbye told to head for the car park.

Dunedin International Airport, on New Zealand’s South Island, announced the rule change last month as part of a broader effort to improve safety and keep traffic flowing in the zone, local media reported.

Signs have gone up informing people sending off their loved ones that the new rule is “Max hug time three minutes” or “It’s hard to say goodbye so make it quick. 3 minutes max”.

They replaced the previous signs which only reminded drivers that cars left unattended would risk being clamped and charged NZ$70, Stuff reported.

The airport’s CEO, Daniel De Bono, told Radio New Zealand (RNZ) airports are “hotbeds of emotion” and quoted a study that suggested a 20-second hug is long enough to release oxytocin, the “love hormone.”

He said moving passengers along quickly allows more people to get more hugs.

Mr De Bono said part of the reason for the cuddle cap was that “our team have seen interesting things go on… over the years”.

One of the signs put up says anyone wanting “fonder farewells ” should head to the car park, where a free 15-minute visit is allowed.

Mr De Bono told RNZ they were trying to have a bit of fun with the announcement, adding it had “caused quite a stir, we’ve got quite a bit of conversation going”.

The response on social media has been mixed.

One user called it “inhumane” while another described it as “the most nanny state thing I’ve seen”.

A third wondered if airport officials would be “employing people to time loving families so they can regulate when it’s enough love?”

However, another person asked “isn’t three mins enough to hug someone?”

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Dunedin, in the southeast of the island, is one of the world’s most southerly cities and home to a population of 134,600 in 2023.

A little over 900,000 passengers used its airport during 2024, according to its annual report.

More than a third of major UK airports raised their drop-off charges in the past year, according to the RAC.