In a quirky yet unexpected move, Dunedin International Airport in New Zealand has ignited a worldwide debate by introducing a three-minute time limit on farewell hugs in its car drop-off zone. The airport, located in the southern city of Dunedin, said the measure was meant to streamline traffic and keep the area clear for other travelers but has sparked mixed reactions both locally and globally.
The airport’s chief executive, Daniel De Bono, explained that the policy was introduced to help manage congestion at the drop-off zone. While it may seem odd to enforce a time limit on something as personal as a farewell embrace, the intention, he says, was to ensure that traffic flow remained smooth during busy hours.
“To keep things moving smoothly, we’ve installed new signage, including the ‘Max hug time 3 minutes’ sign,” De Bono told the media. “It’s our way of being a little quirky and reminding people that the drop-off zone is for quick farewells.”
The new signs, which have garnered attention due to their unusual message, are part of a broader traffic management system at the airport. Yet, De Bono emphasized that the rule wasn’t meant to diminish the emotional significance of goodbyes. Instead, he pointed out that even short hugs can deliver emotional benefits, referencing scientific studies that highlight the role of hugs in boosting well-being.
“And don’t worry,” De Bono added, “just a 20-second hug is enough to release oxytocin and serotonin, the happy hormones that boost well-being, so three minutes is plenty of time to say goodbye and get your dose of happiness.”
For those who feel three minutes simply isn’t enough, there’s an alternative: the airport’s car park, where the first 15 minutes are free. This option allows families and friends to take their time with longer farewells, avoiding the need to rush through their embraces.
The airport’s decision has made headlines across the globe, with news outlets from New Zealand to the United States covering the story. Social media platforms, as usual, became a battleground for differing opinions on the topic, with many people expressing surprise, confusion, and even amusement over the new regulation.
Some individuals found humor in the airport’s unique approach. One Facebook user commented, “I’m just glad there’s no minimum hug time. A ‘see ya soon’ suffices,” indicating that not everyone is in favor of drawn-out goodbyes. For them, a quick hug can convey just as much affection and meaning as a longer one.
On the flip side, others were concerned that placing a time limit on such a personal moment could detract from its emotional significance. “Hug Police!? This is just weird! Hugs are proven to have many benefits not to mention mental health,” another Facebook user wrote, expressing their skepticism over the practicality and empathy of the policy.
The polarizing nature of the discussion reflects the broader cultural differences around the world when it comes to physical affection. In some countries, such as New Zealand, the UK, and Japan, public displays of affection tend to be more restrained. Conversely, in Latin American and Southern European countries, longer and more frequent hugs are an essential part of daily interactions. The three-minute rule, therefore, raises questions about how much time is “enough” for a proper goodbye hug, and whether such a limit should even exist.
At the heart of this debate is an intriguing question: How long is the perfect hug? While many might argue that emotional context matters more than time, research does provide some insight into the benefits of physical touch, especially hugs.
Studies have shown that hugging stimulates the production of oxytocin, also known as the “love hormone,” which helps foster feelings of bonding and trust. In addition, serotonin levels rise, contributing to improved mood and emotional well-being. A study published in Comprehensive Psychology in 2018 even found that the optimal hug length for emotional benefit ranges between 5 and 10 seconds—well below the three-minute mark set by Dunedin Airport.
However, other studies argue that longer hugs can intensify these positive effects. According to research from the American Psychosomatic Society, prolonged hugging (up to 20 seconds) leads to further decreases in cortisol, the stress hormone, while increasing heart rate variability—a key indicator of overall health.
For many people, however, a hug’s significance comes from the emotional connection it fosters rather than any particular duration. A brief, heartfelt embrace can often convey the same depth of feeling as an extended one. But for some, particularly during airport farewells where loved ones may be departing for long stretches of time, a longer hug is seen as essential in navigating the emotional gravity of the moment.
Airports have long been associated with heightened emotions. They are unique spaces where people experience intense feelings of anticipation, anxiety, joy, and often, sadness—all within a confined area. Farewell hugs at airports can carry significant emotional weight, as they often mark the last physical contact between loved ones for extended periods.
The role of airports as emotional spaces might explain why Dunedin Airport’s new rule has garnered so much attention. For many, saying goodbye at an airport is not just about practicalities but about expressing deep feelings of love, care, and even grief. Placing a restriction on this emotional moment—whether it’s three minutes or otherwise—can feel like an unnecessary intrusion into a profoundly personal experience.
At the same time, airport authorities have practical concerns to consider. Managing traffic, ensuring the safety of passengers, and maintaining efficiency are all critical to the smooth operation of an airport. Dunedin’s marketing and communications executive, Sarah Soper, acknowledged that the airport did not anticipate such a strong global response. “We have just been surprised how much global interest there has been,” she said.
Interestingly, Dunedin International Airport is not the first to introduce seemingly odd rules for the sake of efficiency. Airports around the world have long struggled to balance their operational needs with the emotional demands of travelers. For example, Narita Airport in Tokyo, Japan, previously introduced a rule banning emotional displays at security checkpoints to reduce congestion caused by lingering goodbyes. Similarly, in 2019, a Chinese airport faced controversy after installing “no-tear zones” meant to discourage emotional farewells that could slow down the boarding process.
In contrast, other airports have taken a more lenient approach, providing designated “farewell areas” where friends and family can linger longer without disrupting operations. For example, Singapore’s Changi Airport allows visitors to access certain parts of the terminal to accompany departing passengers, even after they’ve checked in. These areas are designed specifically to foster emotional connections and make goodbyes less rushed.
Dunedin’s policy, then, fits within a broader trend of airports experimenting with how best to balance practical needs and the emotional realities of travel. While the three-minute rule might seem bizarre to some, it is part of a growing recognition that airports are not just transportation hubs but also emotional landscapes where efficiency must coexist with the complexities of human connection.
