As another year fades into history and the memory of time

we have now entered another with a sense of the unknown, eager anticipation and the notion that we can do better.

The release of two key tourism reports late last year by the Ministry of Tourism on the demand for Maori cultural tourism and the measurement of Maori in tourism confirms the vast potential for Maori in the sector, but also establishes a benchmark for future measurement of Maori involvement in tourism.

The reports reinforce the fact that Maori are making a significant contribution to the development of New Zealand’s growing tourism industry.

Key highlights from these reports were that:-

• More than 18,000 Maori were employed in tourism in 2001 - 11 per cent of the industry’s total workforce
• Maori participation rates in the New Zealand tourism industry have increased by 72 per cent in the last decade - this is twice the growth rate of the total tourism workforce

Gaining this baseline understanding of Maori involvement in the sector is important. But it will be even more important to track progress over the coming years.

The second report – ‘entitled Demand for Maori Cultural Tourism’ - was a joint project by the Ministry of Tourism and Tourism New Zealand.

The research highlights strong demand for Maori tourism from international travellers, with 46 per cent visiting sites important to Maori history and 45 per cent experiencing Maori cultural performances.

It also provides some real insights into visitors’ perceptions and requirements and contains areas of focus for the future,

• Quality of service and facilities
• Ability of visitors to mix with Maori
• Translation of information, and
• Authenticity of experience

In spite of these findings, the research needs to be viewed with caution by Maori tourism and the industry.

The research points out that the participation and growth of Maori in the tourism industry does not necessarily mean that Maori are receiving equitable benefit from their involvement in the industry.

I clearly understand that the industry and Government need to work collaboratively with Maori tourism leaders to find ways to redress this situation.

I understand that many in the industry are eagerly anticipating support from the Government and industry for policy and programmes which support Maori who are committed to achieving at a higher and more profitable level.

If we don’t play a role, this could significantly impact on New Zealand’s unique point of difference with global markets and affect the future sustainability of the industry.

If we want to do better then we need to start working together to ensure that all involved in the industry reap the rewards.