NZTS 2015 - Maori Related Actions and Initiatives
Last updated:
September 2008
Maori tourism is a fundamental component of the tourism sector, and one that sets New Zealand apart from the rest of the world. Helping to develop a commercially sustainable, high quality and authentic Maori tourism sector is a key goal for the Ministry of Tourism.
The Ministry’s work with the Maori tourism sector is guided primarily by the priorities and actions in the NZTS 2015. The NZTS 2015 was developed in consultation with industry and government, including Maori.
Key Actions
Key NZTS 2015 actions and initiatives relating to the Maori tourism sector include:
- Ensuring that the unique elements of Maori culture are reflected in the way New Zealand’s brand is positioned internationally, and in national and regional product development.
- Ensuring that quality Maori tourism products and services are better integrated throughout the full range of wholesale and retail distribution channels.
- Building business capability through Maori business facilitation programmes.
- Increasing the number of Maori tourism businesses involved in quality accreditation schemes such as Qualmark and Toi Iho.
- Helping tourism businesses to incorporate a Maori dimension into the products and services they provide.
- Increasing the range of Maori products and services being offered to the international and domestic markets.
- Strengthening relationships between Regional Tourism Organisations and Maori Regional Tourism Organisations to maximise the development of Maori tourism product.
- Understanding and using the value of Kaitiakitanga (guardianship) as the basis for the tourism sector’s actions to enhance the environment.
- Communicating and promoting the concept of Manaakitanga and its importance in hosting both domestic and international visitors.
- Building the capability of the i-SITE network to promote local culture, and building connections with the local tangata whenua and with the iconic landscape of each region.
The Ministry of Tourism is currently working to re-establish a Maori tourism-specific mentoring programme in 2009. The programme will assist Maori tourism operators to lift their product quality and business capability. This mentoring programme will help achieve several of the NZTS 2015 actions relating to Maori tourism.
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