Maori crucial to creating vital point of difference

For the first time, Maori participation in the tourism sector of Aotearoa New Zealand has been measured and analysed. And what the new report - ‘Measurement of Maori in Tourism - Te Ahu Mai, He Tatau Tapoi Maori’ - shows is that Maori cultural tourism is on the ascent, and that those involved are playing an increasingly important role in giving this country a key point of difference.

International visitors to New Zealand are displaying a strong inclination to experience, and participate in, Maori cultural activities and events in this country.

Currently, 20 per cent of all those who travel from overseas have a Maori cultural experience while here - around 600,000 people annually based on the total visitor throughput of 2.4 million.

This has led to the conclusion, says Ministry of Tourism research manager Bruce Bassett, that Maori cultural tourism now plays an important role in defining New Zealand as a quality visitor destination.

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

Consistently high-quality services, ensuring authenicity of experience and ensuring the whole experience meets the needs of the customers are highlighted in this important research.

For example, there are clear messages that better translation and explanation will help engage the visitor and increase his or her satisfaction level.

Bruce says that it is essential that if New Zealand is to continue prospering as a top-end international visitor destination, it needs to have a very strong focus on the requirements of its manuhiri, for they are the life-blood of tourism.

“For Maori, this research is very timely, given the effort to develop cultural tourism,” the MoT researcher says.

“The Ministry of Tourism will be actively working to get these recommendations into the hands of those driving the development of Maori tourism.”