Māori Contribution to Tourism Growing Rapidly

Last updated: April 2008

Media Release
08 December 2004

Key highlights of a report on Māori tourism have been released today by Tourism Minister Mark Burton at the sixth New Zealand Tourism and Hospitality Research Conference.

The research found that Māori participation rates in tourism have increased by 72% in the decade 1991-2001, twice the growth rate of the total tourism workforce. Māori are estimated to employ 18,400 full time equivalent tourism jobs, comprising 11% of total tourism related employment.

“This report “Measurement of Māori in Tourism, Te Ahu Mai – He Tatau Tāpoi Māori” is part of our work programme to understand and support the development of tourism in New Zealand” Tourism Ministry Research Manager, Bruce Bassett, said today.

“We have drawn on analysis of Census data to establish employment participation and characteristics of Māori in Tourism. Working closely with Statistics New Zealand, we have found that Māori in tourism employment are more likely to be:

part-time workers (37% compared with 33% in the total tourism industry),
predominance of younger workers (44% aged under 30 years),
lower qualifications (77% have no qualification or school-only)
employed at lower income levels than the total tourism workforce. Median income level for Māori is $18,200, 14% less than for all workers within the tourism industry of $21,200.”

“This is the first time that quality information is available about the important role Māori play in contributing to one of New Zealand tourism’s key points of difference.”

The full report can be downloaded from www.trcnz.govt.nz.

For any enquiries please contact Bruce Bassett at the Ministry of Tourism, ph: 04 498 7448 or email: bruce.bassett@tourism.govt.nz.

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