Tourism Maori

Having been involved in the tourism industry for many years, I know exactly what the issues are facing Maori tourism operators, and I am confident about the actions we are taking to address them.

New Zealand’s reputation as one of the world’s most soughtafter tourism destinations is no accident. Nor is it an accident that it has become New Zealand’s largest export earner.

Our reputation is the result of a clear marketing vision from Tourism New Zealand, a clear vision in the Tourism Strategy 2010 articulated by industry partnered with Government and a clear focus on local co-ordination to ensure quality experiences.

Maori tourism operators have told me they are determined to be a key player at the high end of the market.

Maori tourism is a diverse industry and is something that this Government is keen to capture and build upon. Unlike other sectors, tourism is a sunrise industry that has unlimited potential.

Part of the reason for this rapid growth is the increase in demand for high quality, authentic Maori tourism experiences. This is one of the key components because it is our point of difference, it's what makes us stand out, and it makes us more attractive than other countries.

Maori Tourism is a sleeping taniwha stirring from its slumber.

The question you may ask is what is this Government doing to harness this growth potential?

A highly successful round of regional visits with MRTOs was held recently to canvas the issues facing Maori tourism operators.

These visits were extremely valuable in building a co-operative working relationship with Government, as well as providing first hand input into policy initiatives. It is important that Government policy is industry led.

The Maori Regional Tourism Programme has been boosted by another $1.3 million to help MRTOs develop and support Maori tourism operators on the ground. The establishment of the New National Maori Tourism Organisation funded through the programme will allow Maori operators to work collectively to improve industry standards and identify opportunities.

We know that the Interactive Traveller expects high quality experiences. If we are going to meet those expectations, we need quality people who can provide our guests with the excellent service and unique experiences they are looking for and with the launch of the new Tourism Maori qualifications, this will aid in training our people to achieve this.

We want people to enter the industry and stay in it.

As Associate Minister of Tourism I am determined to ensure Government plays its part in working collaboratively and strategically to ensure that we develop and sustain the taniwha that is ‘Maori Tourism’.

Kia ora
Hon Dover Samuels