The country’s largest tourism trade event, TRENZ, is underway in Rotorua showcasing some of the best places and experiences the region and country has to offer in a bid to attract more visitors to our shores, and the local Māori tourism industry is putting its best foot forward.
Sean Marsh, Te Puia – New Zealand Māori Arts and Crafts Institute’s sale and marketing general manager, said it was important that international visitors returned home having “fallen in love with Rotorua”.
Last night, Te Puia hosted the welcoming event where Te Matatini 2025 champions Te Kapa Haka o Ngāti Whakaue made a surprise performance.
“Nearly a thousand people arrived to Rotorua, and it’s our job to manaaki them and welcome them in the best way that we know possible,” Marsh said.
The two-and-a-half day event is touted as the most important industry event on the calendar, connecting Aotearoa to the global tourism trade. Over its duration, the local economy is expected to get a boost of over $3 million in new spending.
For Māori tourism businesses such as Wai Ariki Hot Springs and Spa, it’s an invaluable opportunity to make connections.
“We envision that in three years’ time we will have a large number of international travellers but they don’t just show up at the door,” said general manager Debbie Robertson.
She said they engage with international buyers and travel agents and invite them to experience what makes them unique.
“It’s very important for Wai Ariki to be successful, not only for the facility, for our people. It’s a large investment that we have and something we’re proud of.”
Tourism in Aotearoa injects billions of dollars into the economy. In the year ending June 2024, tourist spending reached $11.6 billion, and according to a recent report, in 2023, Māori tourist businesses contributed $1.2 billion, up from $975 million in pre-Covid 2018.
Tanya Robinson, general manager of Whakarewarewa – The Living Māori Village, said they have made a good recovery post-Covid and have an increase in visitors above the national average.
“We’re thrilled about that because our organisation is also charitable [and] it’s great to be able to employ our people to be able to return value to our community, to give back to our taonga heritage buildings, our environment which is where all the funds go that we earn through the business.”
The village is set in a geothermal landscape and offers a unique insight into Māori living. It’s an iconic tourist attraction owned and operated by Tūhourangi Ngāti Wāhiao.
They have been in business for over 200 years and are always working to improve on what they offer their guests, said Robinson, and TRENZ allows them the opportunity to promote their experiences.
“It’s both how we get to know our customers but also how our customers get to know us, what our product is, and to learn about what our offering is.”
Dale Stephens, New Zealand Māori Tourism chair, said a lot of effort goes into getting things right to “show our best face to our visitors”.
“The opportunity for us to present all the various elements of tourism, especially our indigenous, our Māori tourism, to buyers from around the world who come and they look at what they can buy and then on sell to tourists who come to New Zealand [is important].”
Today, the Government announced the removal of the requirement to certify translations of supporting documents for visitors’ visa application.
Instead, applicants will need to advise who translated the documents and the qualifications or experience of the translator.
Tourism Minister Louise Upston said it was about removing the “friction” of having to certify English translations, bringing the requirements in line with Australia.
She said they wanted to make it clear, especially to the China market, that New Zealand was open for business and “keen” for visitors to return.
No doubt a welcome announcement for Māori tourism who, Stephens said, are enjoying an increase in Asian buyers coming into the country.
“We know that the Asian markets are hugely important culturally to New Zealand, and to Māori tourism especially. We see this as a huge leap forward to us.
“We appeal to all countries in the world but we have quite a unique tie with our Asian whānau.”