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In a recent report on The Value of Māori Tourism, the essential role of this sector in New Zealand’s economy and community well-being has been highlighted with findings that emphasise that NZ Māori Tourism (NZMT) not only supports a growing industry but also nurtures the structure of Māori communities.
Dale Aotea Stephens, chair of NZ Māori Tourism, says “We pride ourselves in always being behind the scenes – supporting businesses, leaders, and people to become the best they can be.” This commitment is more than just a mantra; it reflects a deep-seated belief in building capability rather than just pursuing growth. “We concentrate on being better, not just bigger, and building the capability and capacity of the Māori tourism sector.”
The report highlights the key role of Māori tourism within communities. Dale says “Māori tourism is central to our communities. Vibrant, socially, and environmentally aware, and economically thriving Māori communities are the foundation of Māori tourism.” This highlights the connection of tourism and community health, and how the success of one directly influences the other.
Dale says that the evolution of Māori tourism has been intentional. “Our evolution as a sector did not happen by chance. Growing our Māori tourism leadership, supporting businesses and people, and linking up with the world stage has matured our tourism offering and grown our economic contribution to Aotearoa New Zealand’s economy.”
This proactive approach ensures that Māori tourism continues to thrive in a competitive global landscape.
Sustainability is a key part of that foundation and NZMT’s philosophy. “NZMT pays particular attention to how we respond to sustainability practices in our industry – tourists should not negatively impact on communities or the environment.” says Dale. He says the need for tourism to grow in harmony with the needs of host communities, which includes addressing issues like affordable housing and preserving the authenticity of local culture.
The report also highlights an important insight, and Dale says “Māori tourism operators put people before profits.” This principle of manaakitanga—hospitality, kindness, generosity, support—sets Māori tourism apart on the global stage. “Beyond its formidable economic contributions, Māori tourism sets the standard for productivity and performance within our sector.” he says.
Looking forward, Dale is optimistic about the future of NZ Māori Tourism. “The future of NZ Māori Tourism will grow and evolve alongside the sector.” He emphasises the importance of innovation, and says “We will continue to provide support to businesses but look to new and innovative ways we can add value and grow our Māori tourism workforce, protect the environment, promote sustainability, and provide leadership here at home and across the world.”
Read The Value of Māori Tourism report here.
