Tāmaki Makaurau’s Māori visitor economy has received a major boost with eight new Māori-owned businesses and Places of Cultural Connection joining the Treasures of Tāmaki Makaurau Auckland platform.
The additions were announced at Te Whatu Stardome during Matariki celebrations, highlighting the growing number of Māori-led tourism experiences that enable visitors to engage with the stories, culture and identity of Auckland through a te ao Māori perspective.
Developed by Tātaki Auckland Unlimited (TAU), the Treasures platform showcases authentic Māori-owned businesses, iwi enterprises and culturally significant destinations, helping visitors plan experiences that reflect the unique heritage of Tāmaki Makaurau.
The latest additions span tourism, hospitality, retail, fashion, wellness and cultural education.
Among the new businesses recognised are Tūrongo Collective – Native Guardianship, offering Māori cultural experiences and educational workshops; Fantail & Turtle in Takapuna, a whānau-owned hospitality venue celebrating Māori hospitality and locally sourced kai; Aroha Love, which provides holistic wellness experiences grounded in Māori values; MANAAKI, a Māori fashion and lifestyle brand based in Matakana; and Konei, a Manukau retail store showcasing products created by Māori artists, designers and businesses from across Aotearoa.
Three new Places of Cultural Connection have also been added: Tāmaki Paenga Hira Auckland War Memorial Museum, Te Whatu Stardome and Te Paparahi Toi Māori, a self-guided trail exploring Māori public art, history and design throughout central Auckland.
TAU says the expanded platform reflects the growing strength and confidence of Māori tourism operators, with increasing demand from domestic and international visitors seeking authentic cultural experiences.
The initiative also reinforces the role of Māori enterprises in shaping Auckland’s tourism offering, recognising that Māori culture is central to the region’s identity rather than an addition to it.
Te Whatu Stardome’s inclusion is particularly significant during Matariki, with the observatory combining mātauranga Māori and astronomy to help visitors understand the cultural importance of the stars and their connection to the whenua.
The platform was first established in 2024 and continues to grow, bringing together experiences that range from guided cultural tours and retail to wellness, food, arts and places of historical significance.
Tātaki Auckland Unlimited says it will continue inviting Māori-owned businesses and iwi enterprises with visitor experiences to join the platform as it builds a comprehensive showcase of Māori tourism across the region.
The expansion reflects the increasing importance of Māori-led tourism in supporting regional economic development while providing visitors with meaningful opportunities to connect with the people, history and living culture of Tāmaki Makaurau.
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