New Zealand has an opportunity to become a world leader not only in tourism but also in health, wellness and Indigenous cultural experiences, according to tourism advocate Dale Stephens, who says the country’s future growth lies in offering visitors authentic experiences that cannot be replicated anywhere else.
Speaking with Radio Waatea, Stephens said New Zealand’s tourism sector has evolved well beyond traditional sightseeing, with international visitors increasingly seeking meaningful connections with local communities, Māori culture, wellbeing and environmental stewardship.
His comments align with growing international trends showing travellers are placing greater value on authentic cultural experiences over conventional tourism products. Māori-led tourism businesses are increasingly attracting visitors looking to engage with whakapapa, mātauranga Māori, local history and manaakitanga as part of their journey through Aotearoa.
Stephens believes this presents significant opportunities for Māori businesses and communities to lead the next phase of tourism growth while ensuring cultural integrity remains at the centre of the visitor experience.
He also highlighted health and wellness tourism as an emerging sector with considerable potential.
Globally, wellness tourism is one of the fastest-growing segments of the visitor economy, encompassing everything from spa and therapeutic retreats to Indigenous healing practices, nature-based experiences, holistic wellbeing and preventative health programmes.
Stephens says New Zealand is uniquely positioned to compete in this market through its combination of pristine natural environments, Māori knowledge systems, traditional healing practices, outdoor experiences and reputation as a safe international destination.
He believes greater collaboration between tourism operators, iwi, health providers and regional development agencies could unlock new economic opportunities while creating sustainable employment and supporting regional communities.
Alongside tourism, Stephens provided an update on his recent discussions with UNESCO, describing the conversations as positive and focused on strengthening international recognition of New Zealand’s cultural, environmental and Indigenous heritage.
While details of the discussions are continuing to develop, Stephens said engagement with UNESCO presents opportunities to showcase Māori culture and New Zealand’s unique heritage on the global stage, strengthening international partnerships while supporting education, conservation and sustainable development initiatives.
He says recognition through organisations such as UNESCO not only raises New Zealand’s international profile but also reinforces the importance of protecting cultural heritage and ensuring local communities benefit from increased global interest.
As the tourism industry continues its post-pandemic recovery, Stephens believes the future lies in quality rather than quantity, attracting visitors seeking deeper experiences rather than simply higher visitor numbers.
For Māori tourism operators, that approach offers an opportunity to build businesses grounded in tikanga, cultural authenticity and environmental sustainability while sharing the stories of Aotearoa with the world.
With demand for Indigenous tourism and wellness experiences continuing to grow internationally, Stephens says New Zealand has the chance to position itself as a global destination where culture, wellbeing and nature come together in a way few other countries can offer.
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