Pergamon

Report

Tourisrn Management, Vol. 18, No. 7, pp. 475-478, 1997

© 1997 Elsevicr Science Ltd Printcd in Grca t Britain. All rights rcscrvcd

0261-5177/97 $17.1111 +(H~0

Maori tourism in New Zealand

The second annual Maori Tourism Conference and Trade Show (Te Putanga Mai) was held in Auckland, New Zealand from 8-9 April, 1997. The conference was hosted by the Aotearoa Maori Tourism Federation, with major sponsors including Air New Zealand, Ernst and Young, TPL Media and the Community Employment Group. Other co-sponsors were Te Papa Tongarewa (Museum of New Zealand), Te Puni Kokiri (Ministry of Maori Development) and the Poutama Trust. © 1997 Elsevier Science Ltd

This conference further developed Maori links with New Zealand's commercial tourism industry, building on from the inaugural Maori tourism conference held in March 19967 The second conference brought together key players in the growing area of Maori tourism development in New Zealand. The conference addressed key issues in Maori economic development and packaging Maori culture for tourism; workshop sessions on developing and marketing Maori tourism products; and case study presentations from successful Maori tour operators including Tamaki Tours (Rotorua), Whale Watch Kaikoura and Maori Heritage Tours (Auckland). The guest speakers included Maori leaders such as Dr Ngatata Love (Chief Executive, Ministry of Maori Development), Maori tour operators, Roana Bennett from the Aotearoa Maori Tourism Federation and representatives from the New Zealand tourism industry including Jim McCrea (Air New Zealand) and Glenys Coughlan (NZ Tourism Industry Association). The 185 participants included New Zealand government tourism and Maori development personnel, inbound and local tour operators, hotel managers, tourism and computer consultants, representatives from Maori boards and trusts, museum staff from Te Papa Tongarewa (The Museum of New Zealand), academic staff and Maori tourism

students from Waiariki Polytechnic in Rotorua. An international perspective on developing indigenous tourism was provided by Aboriginal delegates from Australia, with a special talk and performance from the award-winning Tjapukai dance troupe.

Maori tourism

In broad terms, Maori tourism includes any tourist experience of Maori culture. A Maori tourism product can be defined as 'an oppor- tunity provided within the composite tourism product for the tourist to have contact with Maori culture'.-" In New Zealand, this Maori tourism product includes Entertainment, mainly the Maori hangi and concert (experienced by 36% of all inter- national visitors in 1995/96); Maori Arts and Crafts; Museums with their display of Maori taonga (artefacts); and Guided Tours with cultural inter- pretation provided by a Maori guide. More specifically, Maori tourism now means any tourist activities or attrac- tions directly owned, operated or interpreted by Maori people? ~ There are an estimated 150 Maori tourism operators in New Zealand. In 1995, Maori economic involvement in tourism was still less than 1% of New Zealand's total tourism industry? Some Maori operate small lodges or marae-based accommodation but new Maori investment in tourism includes major hotels such as the Quality

Resort Waitangi and Waitomo Caves Hotel.

Maori economic development The Maori Tourism Conference was officially opened by the Maori Queen, Dame Te Atairangikaahu. Her speech focused on Maori adaptation of European technology and the early involvement of Maori people in New Zealand's visitor industry. In fact, the first tourists came to New Zealand in 1838 to see Maori people? Maori groups around Rotorua have long been involved in guiding tourists to thermal areas. The Maori Queen noted that Maori people have been in less well paid tourist jobs and left out of tourism management but the Maori welcome to visitors was always present. She stated that the Aotearoa Maori Tourism Federation now offered an entry point for developing Maori tourism and a means to 'reclaim our share' of New Zealand tourism. This tourism involvement would project a unique Maori contribution, as being Maori added life and interest for both Maori and visitors. For Maori people, tourism of the future was not just hotels and tour buses but also Maori homestays, a share in business interests and other areas of tourism in New Zealand.

The first general session of the conference addressed the need for Maori and indigenous economic development through tourism and the global state of New Zealand's tourism industry. Papers presented on Maori economic development were 'Tourism: Economic Opportunities for Maori' (Dr Ngatata Love, Ministry of Maori Development) and 'Tourism and Iwi Economic Development" (Maori MP, Donna Awatere Huata). Dr Love highlighted the Coalition Agreement Policy of the current New Zealand government, to encourage Maori tourism development and

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deliver business and job opportunities for Maori people in regional areas. Recent achievements in Maori tourism were noted, with Maori operators moving beyond performing arts and crafts into tourist accommo- dation, attractions, transport and tours. Donna Huata stressed that Maori are no longer just poi twirlers (a women's dance with whirling flax balls) but are now owners and managers of tourism ventures. She also stated that successful Maori businesses, including tourism ventures, were best conducted by individuals and families (whanau) rather than tribal (iwi) groups.

Other papers in this session were 'Global Tourism and New Zealand' (Jim McCrea, Air NZ) and 'Role of Tourism in Indigenous Economic Development' (Reg Birch, Aboriginal and Torres Strait Islander Commis- sion). Tourism is the fastest growing and biggest industry in New Zealand, with tourism revenue for 1996 at NZ$4.8 billion and employing 94000 people. Visitor arrivals in New Zealand also increased by 57%, from 1990-1996. Of the top 10 NZ visitor attractions, Maori culture is ranked fifth (attracting 36% of international visitors), after shops, gardens, museums and geothermal areas. Global tourism trends indicate there is an increasing visitor demand for different cultural experiences. Reg Birch provided a summary of Aborig- inal and Torres Strait Islander involvement in Australia's tourism industry. While Aboriginal participa- tion in mainstream tourism is currently minimal (AUD$5 million per annum), Mr Birch stressed the need to generate Aboriginal employ- ment through tourism.

Culture and commerce

A workshop session on Culture and Commerce covered key issues in developing and marketing both Maori and Aboriginal tourism. For example, there is a need to develop effective working relationships with iwi or Maori tribes in regard to tourism development. Waatara Black stated that Auckland iwi have a formal struc- ture in place to deal with business

proposals. One day a month is set aside for dealing with external agencies, with iwi charging consul- tancy fees of $100/hour. It is best to approach iwi with a tourism concept not a dream and involve iwi early on in project ideas. Developers may also be rejected since Maori land is taonga, a heritage held in trust? Maori want recognition of the import- ance of their culture, since the "added value" in such tourism projects is a sense of sharing in maori culture. There has been no research to date measuring this added value of Maori culture to New Zealand tourism.

A session on marketing Aboriginal tourism was held by Lois Peeler, Leanne Miller and Reg Birch from Australia. Lois Peeler reviewed the role and functions of the new Aborig- inal tourist operators association, Aboriginal Tourism Australia, formed at the end of 1995. Her own company, Seven Sisters Dreaming, provided a cultural/educational experience in Yorta Yorta tribal lands, based at the Barmah Forest in Victoria. Key issues included obtaining permission from Aboriginal elders for tourism and developing an authenticity label to give indigenous operators a marketing edge. Many Australian tour operators use Aboriginal culture without per- mission. A code of ethics for all tour operators presenting Aboriginal culture is being developed.

Roana Bennett, Chief Executive Officer of the Aotearoa Maori Tourism Federation, chaired a session on tourism for Maori trusts, incor- porations and marae (tribal meeting place). Ownership and control of land and resources is the main impetus for Maori ventures in tourism. For Maori iwi or tribes the key issue in tourism is control, not wealth? Issues relating to land owner- ship and decision-making were presented in regard to dealing with Maori land trusts, marae and whanau (families), for any proposed tourism development. Land trusts are asset rich with land and human resources but are cautious about any new developments, with fragmented land, and less flexible commercial lending criteria. Marae are a Maori culture repository and physical presence,

based around a carved meeting house, but with fragmented ownership, division between urban and rural members and consequent conflicts over appropriate use of the tribal meeting place.

Living Maori culture

The second general session of the conference reviewed key issues and trends in the development of Maori culture for tourism. Papers addressing this cultural dilemma were 'Maori Tourism-A Living Culture or a Tradeable Product' (Roana Bennett), 'History and Culture-The Te Papa Tongarewa Experience' (Cliff Whiting, Museum of New Zealand), and Guided Tours-The Maori Heritage Tours Experience' (Waatara Black, Managing Director, Maori Heritage Tours). Roana emphasized working with Maori tribes, with the main issue being control of tourism, then commercial opportunities. Maori are still mainly involved in providing tourist entertainment and are not major players in the souvenir industry. The main growth area is in Maori guided tours presenting Maori culture and history, and adventure tourism. Cliff Whiting discussed the bi-cultural process operating at the new Museum of New Zealand in Wellington. Some 500 Te Arawa people travelled from Rotorua to Wellington to move their tribal carvings or taonga into the new museum building with appropriate songs and ritual. Waatara Black estab- lished Maori Heritage Tours in 1992, to ensure that correct information on local Maori culture in the Auckland region is presented to visitors. To follow tribal protocol, Waatara also stated that a Maori welcome from the local Tai Nui people should be extended to visitors on arrival in Auckland, rather than in Rotorua.

Sustainable tourism

Environmental and cultural issues in developing sustainable tourism enter- prises were raised at the third session of the conference. Papers were presented on 'Culture as a Commer- cial Product-The Tjapukai Experi- ence' (Willie Brim, Tjapukai), 'The

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Environment as a Product' (Malcolm Anderson, Fiordland Travel), 'Living Culture as a Product' (Mike Tamaki, Tamaki Tours), and 'Maori Environ- mental Values and their Applications" (Emily Schuster, NZ Maori Arts and Crafts Institute). Willie Brim, an Aboriginal dancer, reviewed the challenges and achievements in developing the Tjapukai Dance Theatre from a small centre in Kuranda into the A$11 million Tjapukai Aboriginal Cultural Park which opened in Cairns in July 1996. Developed as a joint venture, Tjapukai is now 54% Aboriginal- owned. The success of Tjapukai is based on good marketing and the individual drive and commitment shown by the Aboriginal dancers. Success in tourism has led to Tjapukai performing overseas for the Australian Tourism Commission, and locally, to the revival of the Tjapukai language and the return of Tjapukai artefacts.

Malcolm Anderson reviewed the environmental initiatives undertaken by Fiordland Travel, including liaising with local iwi over Maori cultural information. Maori staff employed by Fiordland Travel include managers (at Milford Sound), boat skippers, coach drivers, chefs and tour guides. Accred- itation, interpretation, environmental audits and indigenous ecotourism are seen as key areas. Mike Tamaki presented the history and personal ideas driving the success of his Maori cultural experience in a recreated Maori village near Rotorua. Tamaki Tours aims to present Maori people as part of a living culture and, in so doing, won the Best Cultural Experi- ence Tourism Award in New Zealand for 1996. Along with Maori staff recreating a traditional lifestyle, the hangi (ground-oven feast) and concert provides an educational experience of Maori culture for visitors. Employees are motivated to learn about their own (Maori) culture and share this with visitors. Mike noted an increase from 8-16% in the domestic New Zealand market for this Maori cultural product. Emily Schuster, a renowned flax weaver from the NZ Maori Arts and Crafts Institute, asked Maori tour operators to value their

land resources and create respect for the Maori way of life in visitors. While Maori are becoming more competitive in the wider New Zealand tourism industry, there is increasing competi- tion among Maori as more Maori operators enter the tourism sector.

Case studies in Maori tourism

Case study presentations were made by successful Maori tourism enter- prises including Whale Watch Kaikoura, Quality Resort Waitangi, Tamaki Tours and Maori Heritage Tours. Manawatu Maurice reviewed the initiative of local Maori people in developing Whale Watch Kaikoura on the South Island. In a town with high Maori unemployment, the enterprise began in 1989 with just one boat and local Maori men who sat for a skipper's certificate. Beginning with the backpacker market, the enterprise grew after jointly winning an ecotourism award in 1990. In 1991/92, Whale Watch Kaikoura bought the permits and boats operated by a competitor and became the sole whale watch company in Kaikoura, running four boats. Whale Watch Kaikoura is owned by the South Island Ngai Tahu (48%) and the local hapu (sub-tribe, 52%). This non-profit company aims to employ local Maori people in Kaikoura, with income going to the marae.

Quality Resort Waitangi, in the Bay of Islands, is 51% owned by the Tai Tokerau Maori Trust Board. Purchased in 1991/92, the hotel underwent a period of management difficulties, financing and restructuring but is now returning a dividend to shareholders. The main issue is separ- ation of the hotel ownership (Maori) from the task of hotel management. Quality Resort Waitangi has a majority of Maori employees. Tamaki Tours, in Rotorua, began in 1990. Operated by Mike and Doug Tamaki, the enterprise now employs 46 staff (18 full-time). The product features Maori staff in a recreated pre-European Maori village, presenting a Maori cultural experi- ence, feast and concert. Successfully marketed as an authentic Maori

cultural experience, the venture has had a 76% increase in group bookings over the past 2years. Over the 4 months in summer 96/97, Tamaki Tours hosted 21 600 customers from 486 group bookings. Other historical re-enactments are provided for educa- tional tour groups. Future plans include a NZ$3 million Maori cultural village on the shores of Lake Rotorua.

Waatara Black of Maori Heritage Tours took 12 months to get approval from her hapu (sub-tribe) to set up a tourism company. She provides Maori cultural tours around Auckland. The company targets the corporate sector, international visitors and also local New Zealanders and Auckland residents with no knowledge of local Maori culture. Waatara's tribe does not approve of non-local iwi Maori tribal people wanting to set up cultural centres in Auckland. Her local Auckland Maori people also took over a welcome ceremony being held by a non-local Maori group in Auckland. The local Maori completed the ceremony without getting pay- ment. Tribal protocol and asserting Maori control over local culture is a key issue in Maori tourism. Maintaining authenticity and cultural integrity at a tribal and personal level is also essential for sustainable Maori tourism development? -'~

Maori-owned tourism ventures participating in the Trade Show were Tamaki Tours, Waitomo Caves Hotel, NZ Maori Arts and Crafts Institute, The Historic Moa Experience, Te Urewera Adventures, Pakiri Beach Horse Rides, Aotearoa Adventures, Maori in Tourism Rotorua, Tai Tokerau Maori Tourism Association, Te Papa Tongarewa, Magic of the Maori, Maori Heritage Tours, Bay of Islands Heritage Tours, Kia Ora Rental Cars and Waka Rides. This diversity of tourist products highlights the growing involvement of Maori in New Zealand tourism. Te Putanga Mai strongly asserted the commercial importance of Maori tourism and also Maori demands for authentic repre- sentation of Maori culture. Further information on this conference may be obtained from the Aotearoa Maori Tourism Federation, PO Box 11164, Rotorua, New Zealand.

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References

1. Ngan, T., Maori tourism. N Z Touristn Sector Review (Ernst & Young) 1996, Autumn, 5.

2. Bennett, R., Report on the Current Market Position of Maori Tourism Product, p. 5. Aotearoa Maori Tourism Federation, Rotorua, 1995.

3. Keelan, N., Maori heritage: visitor management and interpretation. In Heritage Management in Australia and

New Zeahmd: The Human Dimension, ed. C. M. 1 tall and S. McArthur. Oxford University Press, Melbourne, 1996, pp. 195-201

4. Walsh, B., Authenticity and cultural representation: a case study of Maori tourism operators. In Heritage Manage- ment itt Australia attd New Zealand: The Haman Dimension, ed. C. M. Hall and S. McArthur. Oxford University Press, Melbourne, 1996, pp. 202-207.

5. Bennett, R., Maori Tollrism Seminar."

Working Papers. Aotearoa Maori Tourism Federation, Rotorua, 1996.

6. Ngan, T., Maori innovate for future while preserving past. NZ Tourism Sector Review (Ernst attd Young) 1996, Spring, 8.

Heather Zeppel D~7)artment ~[" Leisure attd

Tourism Studies The University t~f" Newcasth,

Callaghan Australia

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