Maori Tourism Powers NZ's Economy with $1.2 Billion Contribution in 2023

Maori Tourism Drives Economic Growth, Employment, and Cultural Revival.

Maori tourism in New Zealand has reached a significant milestone, contributing $1.2 billion to the nation's economy in 2023. This marks a substantial increase from $975 million in 2018, according to the newly released Value of Maori Tourism report by Business and Economic Research Limited (BERL), commissioned by NZ Maori Tourism.

The report, launched today at Te Pā Tū, the tourism enterprise of Tauhara North No. 2 Trust in Rotorua, highlights the growing economic and cultural impact of Maori tourism. In 2023, 3,595 Maori tourism businesses operated across core and general tourism sectors, collectively employing over 15,000 people.

A Platform for Culture, Community, and Prosperity Māori Development Minister Tama Potaka emphasized that Maori tourism is a driving force behind New Zealand's economic engine. "It creates jobs, fosters entrepreneurship, and provides a platform for Maori experiences, arts, and crafts. This economic empowerment strengthens cultural revival and self-determination," said Mr. Potaka.

Tourism Minister Louise Upston praised the industry's potential, citing her visits to Maori tourism businesses in Te Tai Tokerau. "Their passion and commitment are inspiring. We are dedicated to supporting these providers who not only create jobs but also attract international visitors eager to experience our unique culture," she said.

Putting People Before Profits

The report highlights that Maori tourism businesses prioritize their people, often paying higher wages compared to non-Maori tourism businesses. This commitment to employees reflects the values of manaakitanga (hospitality) and kaitiakitanga (guardianship), which are integral to Maori tourism.

Minister Potaka noted, "Maori tourism is more than an economic activity. It is a complete package that blends cultural heritage, environmental stewardship, and community well-being. It sets Aotearoa New Zealand apart on the global stage."

A Bright Future Ahead

Looking ahead to 2025 and beyond, the Government is committed to further supporting Maori tourism as part of its broader economic growth strategy. With Maori tourism businesses leading the way, New Zealand continues to distinguish itself with a unique cultural offering that resonates with visitors from around the world.