Māori tourism now contributes more than $1 billion a year to the New Zealand economy, according to a new report.
Released on Friday at Te Pā Tū - the tourism business of Tauhara North No. 2 Trust near Rotorua - the Value of Māori Tourism report shows Māori tourism businesses contributed $1.2 billion in 2023, up from $975 million in 2018.
In 2023 there were 3,595 Māori tourism businesses operating in core and general tourism industries, collectively employing over 15,000 people.
The boost has come from a mix of diverse contributors, from self-employed Māori business owners and larger Māori employers to Māori collectives, such as trusts and commercial entities.
Māori Development Minister Tama Potaka said the growth creates jobs, fosters entrepreneurship and provides a platform for Māori experiences, arts, and crafts.
“This economic empowerment contributes to the cultural revival, preservation, and self-determination of Māori,” he said.
The report showed that Māori tourism operators put people before profits. Higher salaries paid to employees, and the average salaries of Māori tourism businesses also tend to be higher than in non-Māori tourism businesses, Potaka said.
“Māori tourism thrives on the relationship between Māori, manuhiri, and the whenua, embodying manaakitanga and kaitiakitanga.”
“It sets Aotearoa New Zealand apart from others and is our great point of difference.”
Minister for Tourism and Hospitality Louise Upston said Māori tourism “clearly“ had a very bright future.
“Our visits in Te Tai Tokerau reinforced to me the passion and commitment of providers there and in other regions. I want to be able to do more to support them and the jobs they create for New Zealanders.”
“Māori providers will play a big part in attracting international tourists who want to learn more about our country, our people and our culture.”
- Stuff
