Authentic cultural experiences popular with visitors from around the globe

Sunday, 27 April 2025

Māori astronomer Victoria Campbell has made it big in the eyes of tamariki and rangatahi close to her because she features in the recently launched New Zealand Minecraft world.

Campbell (Kāi Tahu) is the manager of the Dark Sky Project, and the new Minecraft world includes a version of Takapō’s flagship tourist attraction.

For Campbell, the real news is that the collaboration will alert many more people around the world to the rare beauty of Takapō’s night skies, and attract more manuhiri (visitors) to the Dark Sky Project.

The Aoraki Mackenzie International Dark Sky Reserve is one of the largest such reserves in the world, and the Dark Sky Project offers a range of outdoor and indoors astro-tourism and stargazing experiences to visitors.

But it’s one of many unique Māori tourism businesses, which are proving to be a drawcard for tourists and an economic powerhouse for the sector.

Māori tourism businesses accounted for $1.2 billion of production GDP in 2023, according to a recent report by Business and Economic Research Limited (BERL) for NZ Māori Tourism. That figure was a 23% increase from $975 million in 2018.

NZ Māori Tourism chair Dale Aotea Stephens says Māori tourism is a vital part of New Zealand’s tourism sector, offering authentic experiences that share our unique culture, traditions and stories with visitors.

It provides an avenue to keep Māori heritage alive, supports local communities and protects the environment through values like manaakitanga and kaitiakitanga, he says.

“Through connecting people and place, Māori tourism enriches Aotearoa New Zealand’s identity and ensures our culture and land are cared for into the future.”

The BERL report found 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.

Stephens says that over the years Māori tourism businesses have shifted from volume-driven tourism to focusing on value by providing more sustainable, meaningful and quality experiences.

This shift is evidenced by their investment in employees and service offerings, as highlighted in the BERL report, he says.

“It indicates that Māori tourism businesses prioritise people over profits, typically employing more Māori staff and offering higher salaries than non-Māori businesses.

“This commitment to valuing their place and people is a testament to their dedication.”

Not only are Māori tourism operators dedicated, but their offerings are appealing to international visitors.

Insights from the International Visitor Survey show international visitors are increasingly seeking meaningful connections with te ao Māori, the country's indigenous world view, Stephens says.

“Fostering a clear indigenous tourism identity enables our sector to amplify its distinct offerings, thereby enriching visitors' experiences and showcasing the unique aspects of our national identity.”

Informing and guiding international markets about Māori culture will also underscore the country’s distinctive position in the global tourism industry, he says.

“It is this deep connection to our Māori heritage that sets Aotearoa New Zealand apart, and we believe that leveraging this advantage will not only strengthen the sector but also ensure its sustainability and cultural integrity moving forward.”

At the Dark Sky Project, there is a built-in audience of global astro-tourists, but it's the indigenous knowledge and narratives accompanying the experiences that make it stand out.

Te Rūnanga o Moeraki chair Justin Tipa was one of the group who developed the storytelling involved. He says the work involved building connections to craft authentic narratives that take people on a journey.

“We don’t want to overwhelm people, we want to give them a digestible experience that leaves them feeling like they’ve gone through a portal to another world.”

The experiences resonate with international visitors, but they also open up the place and its culture to whanau and iwi members who have not had the privilege of growing up immersed in it, he says.

“In a world of technology and short attention spans, it is especially cool to see rangatahi engaging with traditional knowledge and stories. Often it ignites the spark for further learning, and that’s fantastic.”

It’s a ground-breaking operation, and Tipa says he is proud they are able to share it with the world.

Environmental responsibility is also key to the operation. Campbell says its philosophy revolves around sharing the beauty of the region and its night sky, and protecting its integrity.

They are passionate about sustainability, and being kaitiaki (guardian), as they know many places around the world are unable to enjoy dark skies, she says.

“We want to ensure that what we have is still around for future generations. Our experiences give us a platform to raise awareness about this, and to have a kōrero about what is good practice.

“But they also contribute to the wellbeing of our community by creating jobs, and supporting local providers.”

Campbell is optimistic about the future, with the Dark Sky Project getting ready to introduce some new experiences, and lots of opportunities for Māori tourism operators to broaden their unique offerings.

“New Zealand is a world-class destination ‒ and it is our backyard. We need to remember that’s a privilege, and have respect and love for it.”

The Dark Sky Project is one of 10 businesses in Ngāi Tahu Tourism’s portfolio. Some of the other businesses are Shotover Jet, All Blacks Experience, Hollyford Wilderness Experience, Franz Josef Glacier Guides, and National Kiwi Hatchery.

Ngāi Tahu Tourism general manager Jolanda Cave says tourism is incredibly significant for the iwi as Ngāi Tahu tīpuna (ancestors) guided many of the first European explorers.

Through tourism, the iwi hosts manuhiri, reconnects with te taiao (the environment), and creates lasting memories for manuhiri, she says.

“Out of all business units within Ngāi Tahu Holdings, our tourism experiences are what people are more likely to interact with as they travel the country.

“We are fortunate to be able to share authentic cultural stories with manuhiri that have been trusted with us by mana whenua. An example of this is the Dark Sky Project.”

The success of their tourism businesses has enabled Ngāi Tahu to reinvest profits into other businesses, helping to grow tribal pūtea (finances), she says.

“This helps to fund the annual distribution that enables Te Rūnanga o Ngāi Tahu to invest in cultural, wellbeing, environmental, regional development, and rights and interests-related programmes for Ngāi Tahu whānau.”

The plan was to continue partnering with mana whenua to provide more opportunities for manuhiri to connect with Ngāi Tahu through its tourism experiences, Cave says.

“There is a great opportunity for New Zealanders and international manuhiri to see and feel Ngāi Tahutanga at our experiences. We plan to weave in more cultural storytelling into the activities on offer.”

The Pounamu Pathway is a new initiative on the West Coast which involves a special partnership between a collective of Ngāi Tahu hapu representatives, local councils and Wētā Workshop.

It celebrates the region’s cultural, historical, and natural heritage through four interconnected centres ‒ Māwhera (Greymouth), Kawatiri (Westport), Awarua (Haast), and Hokitika ‒ located along the pathway traditionally used to transport and trade pounamu.

Each centre explores different features of the region, such as pounamu, coal, gold and native flora and fauna, and the history of its peoples through immersive storytelling and multi-media visitor experiences.

To date, the Māwhera centre, a new building on a former pā site, and the Kawatiri centre, which incorporates Westport’s Coaltown Museum, are up and running. The Haast and Hokitika centres are due to be completed late this year.

Pounamu Pathway interim chief executive Toko Kapea says providing a series of world-class, locally based experiences opens visitors' eyes to the natural beauty of the West Coast and its rich history.

The project has been about giving Māori the ability to control the narrative on their history, and a chance to tell local stories, both Māori and Pākehā, in a new and authentic way, he says.

“It’s also a great example of regional development, and revitalisation. There’s been collaboration between councils and iwi, we have not signed off on anything unless locals are happy with it, and we use local suppliers and employ locals.”

The Pounamu Pathway is beginning to attract international interest, and Kapea is confident visitor numbers will grow as the operation develops.

“Our previous chair said it will take about 10 years before it is an overnight sensation, but we are aiming for that to happen in three to five years.”

The Covid years forced change on many businesses. NZ Māori Tourism’s Stephens says it changed the landscape of Māori tourism significantly as it led many to hone their point of difference as providers of indigenous experiences.

Award-winning Kohutapu Lodge & Tribal Tours in Murupara in the Bay of Plenty is one such business. The small family-owned enterprise offers accommodation and “real people tourism” experiences that immerse visitors in the local community.

Experiences include guided tours of the cultural land and significant sites, such as the sacred maunga (mountain) and ancient Māori rock carvings, marae and community visits, and activities such as eeling and hāngī preparation.

Kohutapu Lodge owner and director Nadine Toe Toe says they wanted to remove the staging, and show the many different layers that run through their living culture, and the beauty of their town and people.

“It is about changing the perception of our hometown, and about harnessing tourism for good, to give back to our community. That’s our motto, and has always been the way we have operated.”

International visitors make up 98% of their market, and Covid led to a drop in the volume of people coming through, she says.

“These days rather than big bus loads, we have smaller groups and individuals, and we provide more tailored experiences.

“Sustainability plays a big role, and we have partnerships with suppliers who have social licences, and want to show that by putting resources into this place and building up its potential.”

Covid increased their drive to protect their most valuable resources ‒ their old and young people, Toe Toe says. And that led to their 'Native Nations” exchange programme which builds global connections.

It takes indigenous youth on journeys to indigenous communities in different countries to inspire them, and promote cross-cultural exchange. It is also creating a network of regenerative, indigenous tourism trails for international visitors.

“Uplifting our communities has always been the stuff that fills our cup, but now we have shifted our view of our own small community onto a global platform,” she says. “There is strength in unity, and together we can do so much more for our people.”

The times may be challenging, but Toe Toe is an optimist and believes what they offer is unique and valuable, and that visitors respond to that.

“We’re a micro-business, but we have big dreams, and global projects. It’s a David and Goliath story, and people like to back the underdogs,”

Te Pā Tū in Rotorua is another tourism business which did a sharp pivot in the Covid years. It is owned by the Tauhara North No 2 Trust, and is one of their two tourism operations.

Formerly the Tamaki Māori Village, the trust bought it in 2019, and pre-Covid it used to host about 100,000 visitors, most of them international, a year.

Tauhara North head of tourism Kiri Atkinson-Crean says they had to look hard at their footprint, and changing their model when the pandemic hit.

“We thought about whether the sort of tourism we wanted to bring to the next generation, and was it best practice, and decided to flip the model on its hard and half the numbers but double the retail rate.

“We’ve done that, and it allows us to pay our people more to look after the land better, and tell much deeper, richer stories to the visitors coming for our experiences.”

Te Pā Tū still provides culture and kai events, but the experiences are now centred on the seasons, and change accordingly, and incorporate provenanced degustation cuisine that goes beyond the hāngī.

Atkinson-Crean says they also have a strong focus on Māori procurement, and are passionate about supporting Māori businesses and products. They always use local sustainably farmed whitebait, for example.

“Sometimes it does cost a bit more, but for us it’s about quality and the purpose of who is providing. There’s regenerative values in what we do, and that’s more to it for us than just the commodity.

“Our philosophy is embedded in everything we do. It’s why we remunerate our people well because it encourages them to share more of themselves with our visitors, and that’s reflected in our offerings.”

Tourism allows the trust to offer employment opportunities and career pathways to their people, and gives them solid reasons to come home, she says.

“But we are chuffed with the way things are going, and the premium and enriching experiences we are able to provide our visitors with. It’s all about navigating challenges with innovation.”