New Zealand's unique Māori culture is one of the main reasons
our visitors come here.
The number, variety and quality of Māori tourism businesses have
increased dramatically over the last few years and the sector now
makes an important contribution to New Zealand's regional
economies.
New Zealand's Māori cultural identity is a cornerstone of who we
are as a country and one of the aspects of a New Zealand holiday
that is truly unique.
Culture is second only to our landscapes as the main reason
visitors come here. Our Visitor Experience
Monitor research tells us that if tourism experiences are able
to incorporate both of these aspects in an authentic way, it makes
for a winning combination.
A sector awakening
Māori tourism is one of the fastest-growing sectors of New
Zealand tourism. Until recently, there have been only a few
businesses, but they have shown great potential.
There has been an evolution in the Māori experiences that are
available to the international visitor. Ten years ago, products
were often restricted to a kapa haka or marae experiences. That was
also how tourism research defined Māori tourism. This limited
visitors' view of Māori and of New Zealand.
As the range of these businesses and what they offer grows, the
international visitor is able to experience a broader range of both
traditional and contemporary Māori life, helping boost demand for
Māori-related products.
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 proving to
be popular among international visitors.
As the number of available products increases and awareness
grows, international visitors and travel sellers are starting to
ask for Māori tourism products; and the wider industry is coming to
grips with the language and customs of Māori culture.
Interpretation and storytelling are combining the best of New
Zealand's spectacular landscape with Māori stories and legends -
and international visitors love it.
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
- Educating the tourism industry about how all tourism businesses
can incorporate Māori elements and stories into their visitor
experiences
- Working with international travel sellers to raise awareness of
Māori tourism products
Visitors from New Zealand's target market value authentic
tourism experiences and want to interact with local culture. It's
important that the tourism industry delivers on these expectations
and Tourism New Zealand is actively involved with helping Māori
operators achieve world-class standard.
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 New Zealand offers Māori tourism operators support in
selling their tourism experiences offshore. There are a number of
opportunities for Māori operators to get involved in our offshore
trade events, as well as our trade familiarisation and
international media programmes.
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 these areas.
Find
contacts details for your local RTO. See the Marketing
Toolbox section of this website for more information on getting
your tourism product ready to market internationally.
The Māori Tourism Mentoring Programme developed and delivered by
Tautoko Enterprise Support Ltd also offers assistance specific to
Māori tourism businesses. For more information on this
programme visit www.tautoko.co.nz
Part of
Tourism New Zealand's work with travel sellers offshore includes
promoting Māori tourism experiences. (Pictured: New Zealand
operators take a cultural experience to travel seller
Globetrotter's Gold customers in Hamburg.)
Want to know more?
Contact the New Zealand Māori Tourism Council - www.maoritourism.co.nz - or Te Puni Kokiri (The
Ministry of Māori Development) - www.tpk.govt.nz.
Find more information
about the various organisations involved with tourism in New
Zealand.