The Flame of the Fire, The Heat of Battle

I find it significant that this new publication is called Te Mura o te Ahi... depicting ‘the Flame of the Fire, the Heat of Battle’.

In our past it is Maori who were in the rear of the ‘tourism brigade’ while images of our culture and people were presented in the forefront. For too long now Maori have been the unique marketing image of New Zealand tourism, yet Maori have been offered little recognition or benefit.

Now, the tide has turned, the frontlines have moved and Maori are now regrouping and positioning themselves to lead New Zealand tourism into the future.

The analogy of the past was that Maori were merely the passengers in the back of the bus. Today, Maori own the bus - and the company.

Diversity, quality and authenticity - these are the characteristics defining exciting and quite extraordinary developments in Maori tourism.

Our tourism product is more diverse than it’s ever been. No longer confined to hangi and kapa haka - Maori now lead a dazzling array of operations from four wheel drive adventure tours, home-stays and eco-cultural guided walks to canoeing, kayaking and whale watching.

The pursuit of ever-higher quality standards in Maori tourism has given rise to innovations like the Maori made mark, Toi Iho. Promoting authentic, high quality Maori arts and crafts, the trademark protects the intellectual and cultural property of our artists.

These developments are a small sample of the events and views Te Mura o te Ahi - our country’s first Maori tourism newsletter - will capture.

Te Mura o te Ahi will showcase Maori tourism innovation and will be a kete of knowledge for the sector with coverage of trends, issues and developments in tourism here and overseas.

We are the tangata whenua of Aotearoa. We understand the spiritual connection to our land, our people, our culture, sustained in the spirit of kaitiakitanga. We understand the importance of sharing our stories with our manuhiri in the spirit of manaakitanga. We understand, so intrinsically, these values are the key ingredients for our tourism industry.

I make this commitment as Associate Minister of Tourism, I will apply all resources available to me in continuing the momentum that so many of you have helped create, so we may all begin to share in the success that will be New Zealand tourism tomorrow.

Many of us have waited a long time for Te Mura o te Ahi. It is an important mechanism for encouraging strong productive relationships within the industry. As tourism in our country is about having the right people working together at the right time to combine their energies and expertise - links like Te Mura o te Ahi are vital.

My sincere congratulations to everyone involved in launching this landmark initiative.

Kia ora.

Hon Dover Samuels