Maori tourism embarking on a journey to claim its own destiny

For the last half century or so, New Zealand’s cultural tourism has been dominated by a single iconic product, kai and kapa haka - more commonly known as hangi and concert. But just as the mainstream industry itself has developed, so has Maori tourism. Now there’s a rich diversity of experiences being delivered - by indigenous Maori - from the backs of horses, from quad bikes and rafts, and from kaiarahi (guides) walking the same forest trails that their ancestors roamed. Te Mura o te Ahi delves into one such significant development.

A bold new initiative which aims to capture the uniqueness that is New Zealand’s all-embracing indigenous Maori culture is now building up a head of steam nationally.

For the first time ever, a national collaborative effort is being undertaken - and it’s one that promises to be a driving force for cultural New Zealand in years to come.

The initiative - being promoted under the newly-developed Maori Experienz brand - is one that is unashamedly centred on a desire to market this country’s key point of difference to the world.

The catalyst for establishing Maori Experienz can be found within the New Zealand Tourism Strategy 2010, which calls for the infusion of Maori culture into this country’s international marketing activities.

It is also a response to the burgeoning Maori tourism sector, which has now matured to the point where it can deliver a wide range of quality experiences to the interactive traveler - with consistency.

A unique feature of the consortium that is Maori Experienz is that it combines tourism, food, wine, art and contemporary entertainment, wrapped up in authentic indigenous Maori experiences.

The essence of Maori Experienz can be found in its mission statement - the core values of the importance of people, caring for the environment, and hospitality.

The key ingredients are standard fare within Maoridom - He Tangata, Kaitiakitanga and Manaakitanga. Simply put, The People, Guardianship and Caring for Visitors.

Twenty one independently-owned and operated, New Zealand registered private businesses are foundation members of Maori Experienz, putting their collective experience of many years within the tourism, food, wine, art and entertainment sectors, and their cash, into the new commerciallydriven enterprise.

Most are from within the tourism sector, but the country’s leading indigenous food companies, artists and entertainers are involved. Renowned Maori entertainer Moana Maniapoto - last year awarded International Songwriter - was one of the first to join.

The resolve of this group of New Zealand’s premium Maori tourism operators, foodies, winemakers, artists and entertainers focuses on a single belief - in unity, there is strength and that by taking a consistent, long-term, strategic approach to marketing all that is now different in the Maori cultural basket, Aotearoa New Zealand and its peoples will be the beneficiaries.

Promoting New Zealand’s real point of difference - Maori tourism - is now emerging as the distinctive aspect of the visitor industry here, according to Graham Hall, the chairman of the MENZ Trust Board and a former inbound development manager for Air New Zealand.

“Many countries offer magnificent scenery” Graham says. “What they do not have is indigenous Maori.

“It is through engagement with indigenous Maori culture that the overseas visitors get to appreciate Aotearoa New Zealand in a different way.”

“Engagement also provides access to the hospitality, wit and wisdom of modern Maori. It is this which differentiates Aotearoa New Zealand from the rest of the world.”

Graham notes that in recent years, there has been a marked upsurge in the number of Maori tourism operations in this country.

Many of them operate in the spheres of cultural tourism, eco-tourism, and adventure tourism. There are an increasing number of Maori business people providing a tourism experience with unique style, which only they can bring to such operations.

It is this point of difference that Maori Experienz seeks to highlight, being representative of Maori who tell their tribal stories and recount their history in their ‘home’ areas, in places where they have, by birth, a special connection.

The new national initiative is a bold bid to capture these experiences and to deliver them into the international tourism marketplace especially countries with a strong interest in things Maori.

For the first time this year, Maori Experienz is presenting itself at Tourism Rendezvous Exchange New Zealand (TRENZ), the country’s big annual tourism showcase.

Six member companies - Orongo Bay Homestay from the Far North, Pakiri Beach Horse Treks, Navigator Tours, Whirinaki Rainforest Guided Walks, Wairakei Terraces and East Cape Adventures - are being represented under the Maori Experienz banner at TRENZ 2004.

This is the first of a series of strategic export-focused marketing initiatives to be rolled out over the coming months and years, with all five sectors within Maori Experienz being represented where appropriate.

While business and marketing plans for the Maori Experienz collective are still being developed, Graham says there will be a heavy focus on offshore export-marketing initiatives.