The value of Māori tourism

Māori tourism is a unique component and driving force in Aotearoa New Zealand’s tourism sector, and a key point of difference on the global stage. The services and experiences provided through Māori tourism emphasise the relationship between Māori, visitors (manuhiri), and the land (whenua).

New Zealand Māori Tourism (NZMT) commissioned BERL to undertake a broad yet comprehensive analysis of Māori tourism in Aotearoa New Zealand, from determining the economic contribution of Māori tourism in Te Ōhanga Māori to highlighting the valuable role Māori collectives and Māori businesses play.

This research estimated that, in 2023, Māori tourism accounted for $1.2 billion of production gross domestic product (GDP) within Te Ōhanga Māori, an increase from $975 million in 2018. This contribution is largely from Māori collectives and businesses offering both services and experiences at the forefront of tourism, such as adventure activities and cultural exhibitions, to the supporting features of the tourism ecosystem, such as transport or cafes.

A two-page summary of the report is available here and the full report is available both here and on NZMT's website.