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January 14, 2026
#SummerSeries — Māori Tourism: One of Aotearoa’s Greatest Taonga & Treasures
Matthew Tukaki
Posted On January 14, 2026
As Aotearoa New Zealand’s tourism industry recovers and transforms after the pandemic, Māori tourism has become one of the country’s most distinctive and powerful assets – showcasing culture, connecting people with whenua and strengthening communities from the top of the North Island to the tip of the South.
Unlike tourism that focuses only on attractions or activities, Māori tourism is rooted in whakapapa, tikanga and manaakitanga – welcoming manuhiri with deep respect, narrative, te reo Māori and mātauranga (traditional knowledge) that infuses every experience. From pōwhiri on local marae to guided cultural journeys, immersive eco-adventures and artisan craft experiences, Māori tourism is about connection as much as discovery.
A major new industry report shows that Māori tourism accounted for around $1.2 billion in contribution to the Māori economy in 2023, employing thousands of people and growing steadily as iwi and hapū invest in cultural and land-based ventures that benefit local whānau. Māori tourism providers today span small family-run operations to nationally recognised ventures, with many iwi integrating tourism into broader economic and cultural development strategies.
Listen to the full interview with Dale Stephens, Chairman of Māori Tourism, here:
https://waateanews.com/2025/07/30/dale-stephens-chairman-of-maori-tourism-15/
In the interview, Dale Stephens talks about how Māori tourism has evolved into a cornerstone of Aotearoa’s identity on the world stage – not just a drawcard for visitors, but a platform for cultural revival, community resilience and intergenerational learning. He explains how Māori tourism experiences put people before profits, emphasise manaakitanga and stewardship of whenua, and create meaningful employment for Māori communities across the country.
Industry leaders say Māori tourism gives Aotearoa a global point of difference, offering visitors not just scenery and activities, but story, heart and connection – a model of tourism grounded in sustainable practice and cultural integrity.
At the same time, Māori tourism is playing a vital role in regional development, particularly in places where iwi hold significant land and cultural assets, helping diversify local economies and strengthen whānau wellbeing.
As international travel continues to rebound and manuhiri from around the world seek authentic, educational and respectful cultural experiences, Māori tourism stands out as both a cultural treasure and a powerful economic force – showing how Aotearoa’s stories, values and people are among our greatest assets.
Stay tuned to Radio Waatea’s #SummerSeries for more stories that explore the people, culture and ideas shaping Aotearoa today.
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