Māori tourism is a vibrant and rapidly growing sector within New Zealand’s visitor economy, increasingly recognized for its significant economic contributions and its role in offering authentic cultural experiences. Operators in this sector are dedicated to connecting visitors with the local people, their rich history, and the deep spiritual connection Māori have with the land.

Growth and Economic Impact

Māori tourism has shown impressive growth in recent years. In the 2023 financial year, Māori tourism businesses contributed an estimated NZ$1.2 billion to New Zealand’s GDP, a notable increase from NZ$975 million in 2018. This growth highlights Māori tourism as an increasingly formidable engine for the country’s economic development.

The sector also plays a vital role in job creation. In 2023, there were 3,595 Māori tourism businesses operating across core and general tourism industries, collectively employing over 15,000 people. Employment in Māori tourism businesses increased by 25% from 2022 to 2023, with significant growth seen in arts and recreational services, and accommodation and food services. This growth is helping to bring employee numbers back to pre-COVID levels and demonstrates the resilience and adaptability of Māori-owned businesses.

Beyond direct economic figures, Māori tourism contributes to:

  • Fostering Entrepreneurship: It provides a platform for Māori to develop and grow businesses, promoting economic empowerment and self-determination.
  • Cultural Revival and Preservation: The economic success of Māori tourism supports the revitalization and preservation of Māori language (Te Reo Māori), customs, arts, and crafts.
  • Higher Wages: Reports indicate that Māori tourism operators often prioritize people over profits, leading to higher average salaries for employees compared to non-Māori tourism businesses.

Authentic Cultural Experiences

At the heart of Māori tourism is the concept of manaakitanga, which embodies hospitality, respect, generosity, and care for visitors. This principle ensures that interactions are genuine and meaningful, fostering a deep connection between Māori, visitors (manuhiri), and the land (whenua).

Māori tourism experiences are designed to offer profound insights into Te Ao Māori (the Māori world). These experiences go beyond mere observation, inviting visitors to participate and engage:

  • Pōwhiri (Welcome Ceremony): Many cultural experiences begin with a traditional welcoming ceremony, where visitors are formally welcomed onto a marae (Māori meeting grounds) or other significant cultural sites. This often involves karanga (calls), whaikōrero (speeches), and waiata (songs).
  • Hāngi Feasts: A traditional Māori cooking method where food is cooked slowly in an earth oven. Visitors can often learn about the preparation process and enjoy a delicious meal that connects them to traditional food sources and local stories.
  • Kapa Haka Performances: Powerful and emotive cultural performances that include dance, song, and the iconic haka (a ceremonial dance or challenge). These performances convey stories, history, and the spirit of Māori identity.
  • Storytelling and Legends: Guides, often descendants of the local iwi (tribe), share ancient myths, legends, and historical narratives that are deeply intertwined with the landscapes and natural wonders of New Zealand. This provides a rich context for the places visited.
  • Arts and Crafts: Opportunities to learn about and witness traditional Māori arts such as carving (whakairo) and weaving (raranga), often with master artisans.
  • Nature and Environment: Experiences that highlight the Māori connection to the natural world, emphasizing kaitiakitanga (guardianship) of the land and its resources. This can include guided walks through native forests, visits to geothermal areas, or interactions with marine life, all viewed through a Māori lens.
  • Immersive Villages: In regions like Rotorua, visitors can explore replica Māori villages (e.g., Te Pā Tū, Mitai Māori Village) that offer a comprehensive evening experience, including ceremonies, performances, and hāngi dinners.
  • Significant Historical Sites: Tours to places like the Waitangi Treaty Grounds in the Bay of Islands, the birthplace of modern New Zealand, provide historical context and understanding of the relationship between Māori and the Crown.

Strategic Importance for New Zealand Tourism

Māori tourism is seen as a key differentiator for New Zealand on the global stage. Its emphasis on authenticity, cultural exchange, and direct connection offers a unique value proposition that sets Aotearoa (New Zealand) apart from other destinations. By promoting these experiences, Tourism New Zealand aims to attract visitors who seek deeper, more meaningful travel, aligning with the broader strategy of growing high-value tourism and encouraging year-round visitation across the country. The government is committed to supporting Māori providers, recognizing their vital role in attracting international tourists eager to learn about New Zealand’s people and culture.