economy: Small Community, Big Heart: Murupara Tourism Vision Recognised on National Stage

A Māori-led tourism initiative born in the heart of Murupara has earned national recognition, with Kohutapu Lodge & Tribal Tours founder Nadine Toe Toe named a finalist in the SkyCity Equity, Diversity & Inclusion Leadership Award at the 2026 New Zealand Leadership Awards. The achievement places the Bay of Plenty tourism leader among more than 600 nominees representing Aotearoa’s business, education, health, government, community and not-for-profit sectors.

The recognition reflects more than a decade of work using Māori tourism as a vehicle to strengthen culture, create employment and reconnect people with their identity and whakapapa on Ngāti Manawa whenua. What began as a local tourism venture has grown into a network of initiatives focused on leadership, cultural revitalisation and sustainable regional development.

Central to that vision is Native Nations, an international Indigenous youth leadership exchange connecting rangatahi from Aotearoa, Australia, British Columbia in Canada and Vanuatu. The programme focuses on building confident young leaders by strengthening cultural identity and creating opportunities for international learning and collaboration.

Independent evaluations have highlighted significant gains among participants, including increased confidence, stronger cultural connection, greater willingness to travel and improved optimism about future aspirations.

The kaupapa has also led to the creation of Te Aka Trails, a trade-ready collective of Māori tourism operators that encourages visitors to explore authentic Indigenous experiences throughout Aotearoa while supporting whānau-owned businesses in regional communities.

Rather than concentrating tourism in traditional hotspots, the initiative promotes regional dispersal, ensuring economic opportunities are shared across Māori tourism operators while showcasing Indigenous culture through authentic experiences. Participating organisations include cultural attractions, adventure tourism businesses, accommodation providers and Māori-owned tourism ventures from around the country.

Complementing those initiatives is The Visitor Promise, an online cultural health and safety programme that introduces visitors to tikanga Māori before they arrive. The programme aims to improve cultural understanding, reduce unintended cultural misunderstandings and foster respectful relationships between visitors and host communities.

The leadership recognition also acknowledges a collaborative approach that has seen tourism operators, charitable trusts, educational organisations and international partners work together to expand opportunities for Indigenous youth while strengthening Māori tourism.

Although Kohutapu Lodge has previously received significant recognition within the tourism sector, including being named New Zealand’s Tourism Industry Champion in 2025, this latest acknowledgement reflects the wider social impact of its work beyond tourism alone.

Looking ahead, Native Nations is preparing to launch its 2026 Indigenous Youth Leadership Exchange, bringing together 20 rangatahi from Aotearoa and Australia for a 20-day journey through New Zealand and Australia’s Northern Territory. Participants will engage with Indigenous communities, cultural leaders and tourism operators in a programme designed to strengthen identity, leadership capability and international Indigenous relationships.

For Murupara, the national recognition highlights how innovation, collaboration and kaupapa Māori can create meaningful change from even the smallest communities, demonstrating that leadership is measured not by size, but by the positive impact it has on people and future generations.

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