The Minister for Māori Development Hon Tama Potaka joined NZ Māori Tourism (NZMT), Māori tourism operators and Business and Economic Research Limited (BERL) to launch the ‘Value of Māori Tourism report’ at Te Pā Tū in Rotorua, Friday 14 February.
We know the value of what we do as Māori tourism in our world – the contribution we make to the sustainability and future of Māori culture, people and places. But this report enables us to take an in-depth look into how we contribute to the well-being of Aotearoa New Zealand.
The ‘Value of Māori Tourism report’, commissioned by NZMT, and prepared by BERL, shows that in 2023, Māori tourism contributed $1.2 billion to Te Ōhanga Māori – the Māori Economy, an increase from $975 million in 2018. Across Aotearoa New Zealand, 3,595 Māori tourism businesses operated in core and general tourism industries, collectively employing over 15,000 people.
The report clearly shows that Māori tourism operators put people before profits. Higher salaries are paid to employees, and the average salaries of Māori tourism businesses also tend to be higher than non-Māori tourism businesses.
Case studies in the report showcasing Māori tourism operators – Kohutapu Lodge and Tribal Tours, Kāpiti Island Nature Tours, Dive Tatapouri, Whale Watch Kaikōura, and Tauhara North No.2 – gives readers a glimpse into the world of our operators and what matters most to them, their communities, and their people.
Overall, the report evidences the significant economic contribution we make to Aotearoa New Zealand’s economy. More importantly, it shows that we can be economic drivers of growth while remaining true to who we are as Māori, to the values that ground us, and to the people we represent.
Click here to read the full report.
