Māori tourism operators are already seeing results from a recent
Tourism New Zealand-organised trip to the UK and Europe. The group
was on a mission to educate New Zealand sellers on Māori culture
and Māori tourism.
German company Globetrotter said the group's presentation was
the "best consumer event we've ever had". Already some of the
operators have had business as a result of the trip and all came
away with a better understanding of what New Zealand's up against
in Europe.
The trip saw six operators representing 14 different Māori
tourism businesses - from geothermal activities to accommodation
and adrenalin rafting adventures - visit the UK, Germany, the
Netherlands and Switzerland.
As well as sales calls and wholesaler events, the group
participated in consumer events that aimed to bring New Zealand to
life.
We've already received new business, have new business
relationships and confirmed bookings. I got back from the trip to
find that every single wholesaler we met had made an appointment
with me at TRENZ."
Hone Mihaka
One of the most successful events saw dragon boats converted to
waka and paddled along Hamburg's canals and the River Elbe, full of
Globetrotter's key consumers. Led by Hone Mihaka from Waka Taiamai
Tours, the 'waka' experience attracted a large and curious
crowd.
"What was so fantastic about this trip," he says, "was that we
not only told them about our beautiful New Zealand, the holiday
destination. Through our unique Māori culture we were also able to
interact with all whom we met, thus enabling them to better
understand New Zealand."
Patrick Tamati from Te Puia says the mission was like no other
sales trip he has ever been on.
"It was just amazing to travel in a group with other cultural
operators. We got a great reception from the travel trade and we
all learnt off one another," he says. "I have been in the industry
for a while now, but it was one of the best responses to a trip
like this I've experienced."
"With the European and UK markets contracting, I don't know if
we would have been able to even get our foot in the door of
wholesalers if we were selling mainstream product. People are
looking for something different and our cultural focus gave us an
edge."
He says the operators involved got a really good understanding
of the benefits of working together for 'the greater good' and the
regional on-selling that can then occur.
"It's not about our individual businesses, it's about selling New
Zealand first, then the three islands, then drawing together all
the regional stories and how they connect New Zealand
together."
And the results were tangible. As well as Globetrotter's
comments, many of the travel trade the group visited expressed
interest in extending the range of Māori activities they included
in their tours.
Henare Johnson, Tourism New Zealand's Acting Māori Development
Manager says that the trip was about doing things differently.
"It didn't just aim to create viable business opportunities
between Māori operators and international travel trade, but to
broaden perceptions of Māori cultural experiences and bring New
Zealand to life, using stories to recreate the experience we give
our visitors," he says.
"Māori tourism product has developed significantly over the last
few years. For Tourism New Zealand it was very important to educate
the international trade on what Māori tourism has to offer today -
not let them rely on outdated perceptions.
"As we travelled around, we saw the most spectacular landscape
and cities full of ancient history. It was an eye-opener for some
of our group and reinforced to us that New Zealand has to offer
something really magical to entice people to come down here."
Tourism New Zealand's Māori development team works to embed
Māori tourism product, culture and stories through the
organisation's international trade training programme. The team
also works closely with both Māori and non-Māori operators on how
the values of kaitiakitanga (guardianship) and manaakitanga
(hospitality) can help create a point of difference for their
businesses.
The cultural mission was Hone Mihaka's first offshore trip with
Tourism New Zealand.
"I really didn't have any prior expectations before the trip,"
he says. "At the most I was hoping to increase the profile of our
business. The results from the mission have been more than I
imagined, which is absolutely fantastic."