Hoksr

TOURISM SECTOR PROFILE

TOURIST ACTIVITY | MAORI CULTURAL TOURISM
NEW ZEALAND | SERIES B4 | SEPTEMBER 2009

INTRODUCING THE MAORI CULTURAL TOURISM SECTOR
This report provides an overview of Maori cultural tourism in New Zealand, including trends and characteristics of tourists who have participated in Maori cultural activities and experiences. Maori cultural activities and experiences playan important role in the New Zealand visitor experience. They provide a unique point of difference for the New Zealand tourism industry. Maori cultural tourists are defined as international and domestic visitors, aged 15 years and over, who have participated in at least one Maori cultural activity while travelling in New Zealand. Residents who participated in Maori cultural activities within theirlocal area are not included in this definition. Activities may include Maori cultural performances, marae visits and other Maori organised activities such as arts, crafts, food and drink.

Where do tourists experience Maori cultural activities? The most popular Regional Tourism Organisation (RTO) area visited by international Maori cultural tourists was Rotorua with 337,600 tourists (or 86% ofall international Maori cultural tourists) (Figure 2). Fifty percent of international tourists to Rotorua RTO participated in Maori cultural activities. This is the highest propensity for international visitors to an RTO.

Figure 2: RTO Destinations of International Maori Culture Tourists *1
Rotorua Auckland Canterbury Northland

TRENDS IN MAORI CULTURAL TOURISM
How many touristsparticipated in Maori cultural activities? In 2008, 477,000 tourists participated in Maori cultural activities. The majority were international tourists (361,600 or 76%). Sixteen percent of all international tourists partipcated in Maori cultural activities while in New Zealand. The most popular Maori cultural activity for international tourists was Maori cultural performances (351,900 tourists or 90% of allinternational Maori cultural tourists), followed by visiting maraes (118,000 or 30%) (Figure 1). Less than 1% of all domestic tourists (excluding local residents) particpated in Maori cultural activities while travelling in New Zealand. Among domestic tourists the most popular activities were also Maori cultural performances (80,800 tourists or 66% of all domestic Maori cultural tourists) andvisiting maraes (22,400 or 18%).

Queenstown Lake Taupo 50 100 150 200 250 300 350 400

Maori cultural tourists (000s)

International tourists who participated in Maori cultural activities more than once in the same RTO are only counted once.

The most popular RTO visited by domestic Maori cultural tourists was also Rotorua (43,100 tourists or 35% of all domestic Maori cultural tourists),followed by Waikato (12,400 or 10%) and Northland (10,500 or 9%) (Figure 3).

Figure 3: RTO Destinations of Domestic Maori Culture Tourists *2
Rotorua Waikato Northland

Figure 1: Maori Cultural Activities *1*2
Tourists (000s) Maori performances Marae visits Other Maori organised activities

Hawke's Bay Eastland

400

300

Bay of Plenty 10 20 30 40 50

200

Maori cultural tourists(000s)

100

Domestic tourists who participated in Maori cultural activities more than once in the same RTO are only counted once.

0 International Domestic

The Ministry of Tourism Telephone: (04) 498 7440 Email: info@tourism.govt.nz www.tourismresearch.govt.nz

www.tourismresearch.govt.nz

2

TOURIST ACTIVITY | MAORI CULTURAL TOURISM
What is the age-profile of Maori culturaltourists? Twenty percent of international Maori cultural tourists were aged 2534 years and 55-64 years, followed by those aged 45-54 years (17%) and 35-44 years (16%) (Figure 7). Among domestic Maori cultural tourists, 25% were aged 35-44 years and 55-64 years. Sixteen percent were aged 25-34 years and 45-54 years.

CHARACTERISTICS OF MAORI CULTURAL TOURISTS
Where do Maori cultural tourists come...