Māori tourism ‘formidable’ force in economic growth

Friday, 14 February 2025

Māori tourism businesses have proved resilient over recent years, and create employment in many communities.

The Māori tourism sector has defied Covid hits and tough economic times to grow its contribution to the economy to over $1 billion each year.

Māori tourism businesses accounted for $1.2b of production GDP in 2023, according to a new report prepared by Business and Economic Research Limited (BERL) for NZ Māori Tourism.

That figure was a 23% increase from $975 million in 2018.

It proved the resilience of the Māori tourism industry as the period was “a significantly difficult and uncertain time for the industry as a whole”, the report said.

Māori collectives are a key part of the sector and provide tourism activities ranging from hotels and luxurious eco-lodges to waka tours and traditional carving courses.

Māori Development Minister Tama Potaka says Māori tourism is New Zealand’s “great point of difference”.

BERL estimated they added around $151m in production GDP to Māori tourism in 2023, up 34% from $113m in 2018.

There were 3595 Māori tourism businesses operating in core and general tourism industries in 2023, and they were collectively employing more than 15,000 people, the report found.

And on average those businesses employed more staff and offered higher salaries than non-Māori businesses, which demonstrated their commitment to valuing their place and people.

Māori tourism represented a significant component of the tourism industry and economy, and played an important role in generating employment in communities around the country, the report said.

“Continued investment in infrastructure, marketing, business development support, and workforce development is required and is crucial for maintaining the sector’s growth and continued success.”

Māori Development Minister Tama Potaka said the report, which was released on Friday, showed Māori tourism was “an increasingly formidable part of the engine driving our country’s economic growth”.

It created jobs, fostered entrepreneurship, and provided a platform for Māori experiences, arts, and crafts, he said.

Whakarewarewa Living Village is the longest running Māori tourist attraction in New Zealand.

“This economic empowerment contributes to the cultural revival, preservation, and self-determination of Māori”.

But Māori tourism also represented a total package, with the report showing that Māori operators put people before profits, he said.

“Māori tourism thrives on the relationship between Māori, manuhiri (visitors), and the whenua (land), embodying manaakitanga (hospitality) and kaitiakitanga (guardianship).

“It sets Aotearoa New Zealand apart from others and is our great point of difference.”

Newly appointed Tourism Minister Louise Upston said Māori tourism had a very bright future, and she wanted to do more to support operators and the jobs they created.

The Government understood the significant contribution tourism made to the country’s economy, she said.

“As part of unleashing economic growth in 2025 and beyond, we are committed to supporting it to reach its full potential.

“Māori providers will play a big part in attracting international tourists who want to learn more about our country, our people and our culture.”

Increasing tourism numbers, which are currently sitting at about 85% of pre-Covid numbers, is a key part of the Government’s drive to boost economic growth.

To support that, the Government has so-far announced a “digital nomad” visa for people who want to work remotely while travelling in New Zealand.

But tourism leaders have called for long-standing issues around funding to be addressed, and for a step up in marketing, including events and destination marketing, to ensure the country is globally competitive.