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About the industry

Experiencing New Zealand's unique Māori culture is an important part of the international visitor experience.

The number, variety and quality of Māori tourism businesses has increased dramatically over the past few years and the sector now makes an important contribution to New Zealand's regional economies.

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Although the traditional aspects such as kapa haka remain important parts of Māori life - and tourism - today there is a much wider range of tourism products that incorporate a Māori element. Experiences such as hiking, white water rafting, art and cultural tours, and the opportunity to hear the unique stories behind New Zealand's places, people and activities first-hand are popular among international visitors.

Building awareness and capability

Tourism New Zealand's work in Māori development is focused on a few key areas:

  • Building the organisation's own internal capacity and understanding of Māori culture

  • Helping build the capability of Māori tourism businesses

  • Working with international travel sellers to raise awareness of Māori tourism products
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We also work with international travel sellers to help them understand Māori culture and the variety of cultural tourism experiences on offer in New Zealand, and to support them in selling these experiences to their customers.

Tourism operators should contact the New Zealand Māori Tourism Council or their local regional tourism organisation (RTO) in the first instance to discuss opportunities to get involved in tourism marketing. Find contacts details for your local RTO.