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July 30, 2025
Māori tourism has emerged as one of Aotearoa New Zealand’s greatest assets
Dale Husband
Posted On July 30, 2025
Download AudioMāori tourism has emerged as one of Aotearoa New Zealand’s most distinctive and powerful cultural and economic assets. As international travel rebounds and domestic appreciation for indigenous heritage deepens, Māori tourism is not only enhancing the nation’s visitor experience but also revitalising te ao Māori, creating jobs, and strengthening whānau, hapū, and iwi resilience.
Māori tourism is deeply rooted in whakapapa, tikanga, and the storytelling of Aotearoa’s indigenous people. From pōwhiri on marae to waka journeys, carving workshops, and guided eco-cultural hikes through sacred whenua, Māori tourism offers experiences that are immersive, educational, and mana-enhancing for both visitors and hosts. Operators like Whakarewarewa Village in Rotorua, Te Puia, and Waka Abel Tasman are not only successful enterprises but also repositories of mātauranga Māori, providing cultural transmission to both manuhiri (guests) and future generations of Māori.
Pre-COVID-19, Māori tourism contributed around $1 billion annually to the national economy, with about 12% of the tourism workforce identifying as Māori. As of 2025, the sector is bouncing back, with new Māori-led ventures emerging across the motu; in places like Tairāwhiti, Taranaki, Northland, and the South Island.
Post-pandemic, Māori tourism has become a cornerstone of regional development and job creation, particularly in areas where iwi hold significant land and cultural assets. Many iwi are investing in tourism as part of their broader economic strategies following Treaty settlements.
Te Rūnanga o Ngāi Tahu, for example, has developed a diversified portfolio of tourism ventures; from Queenstown jetboats to cultural experiences in Ōtautahi.
Māori tourism is increasingly recognised for its alignment with regenerative tourism principles—where the goal is not just to sustain environments and communities, but to enhance them. Many Māori operators prioritise environmental guardianship (kaitiakitanga), cultural preservation, and intergenerational equity in a way that mainstream tourism does not always reflect.
For instance, Tūhoe’s Te Urewera eco-tourism strategy integrates conservation, Māori self-determination, and manaakitanga, with no private ownership of the land—only stewardship.
This model offers a global case study in indigenous-led tourism that centres people and planet over profit alone.
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