Strong International Demand for Māori

Last updated: April 2008

Media Release
08 December 2004

Māori cultural tourism is an important part of our international visitors’ New Zealand experience with over 20% having a Māori cultural experience during their stay.

“The research report “Demand for Māori Cultural Tourism, Te Ahu Mai – He Whao Tāpoi Māori” prepared by the Ministry of Tourism builds on earlier cultural tourism research undertaken by Tourism New Zealand. The findings show strong underlying demand from international travellers for Māori cultural activities” Tourism Ministry Research Manager, Bruce Bassett, said today.

“This is a very important understanding for the tourism sector – that Māori cultural tourism plays an important role in defining New Zealand as a quality visitor destination.

“The research also goes the essential next step to provide very specific guidance on what needs to be done to capitalise on this strong underlying demand.

Consistently high quality services and facilities, ensuring authenticity of experience and ensuring the whole experience meets the needs of the customer are highlighted in this important research. For example, there are clear messages that better translation and explanation will help engage the visitor and increase their satisfaction levels.

“It is an essential that for New Zealand to continue to prosper as a top-end international visitor destination, we need to have a very strong focus on the requirements of our customers - they are the life-blood of tourism.

“For Māori, this research is particularly timely, given the effort to develop Māori tourism. The Ministry of Tourism will be actively working to get these recommendations in the hands of those driving the development of Māori tourism.” Bruce Bassett said.

This 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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