AIANTA CONFERENCE

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Presentation to

• AIANTA CONFERENCE
• 17th-19th September 2007
• Cherokee, Nth Carolina
• John Barrett
• Executive chairman - NZ Maori Tourism Council

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HOW WE(?) BUILT MAORI TOURISM

• Our history in tourism
• How we have participated in the past.
• How we want to participate
• What we are doing about that.
• What does the future look like for us

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OUR HISTORY IN TOURISM

• Very young
• Participated at very low end of the industry
• Locked out of the industry
• Denied access to resources
• The landscape is changing

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NZTS 2015 Maori tourism

• Maori tourism operators are still the most
  important part of Maori tourism
• Establishment of strong Maori regional tourism
  organisations
• Establishment of a national Maori tourism
  organisation

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New Zealand Maori Tourism Council

• Initiated by 13 Maori regional tourism
  organisations (Aug 2004)
• Supported by government policy and programmes
• An important chapter in the implementation of the
  NZTS 2015

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Nature of MRTOs

• Essentially formal Maori tourism business
  networks/collectives
• Facilitate/broker support services to Maori
  tourism operators to
• Build business capability
• Achieve quality products
• Promote products services
• Build strategic relationships

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(No Transcript)
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Maori Regional Tourism Organisations have
networked to form the New Zealand Maori Tourism
Council
MRTO
MRTO
MRTO
NZMT COUNCIL
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9 Maori Tourism Regions used for macro planning
by Council
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Maori Tourism Where its at

• Some 300 Maori businesses trading in the
  tourism sector
• Of these 300 - some 72 (24) Maori businesses are
  identified by MRTOs as servicing the
  international market
• Approximately 20 are Qualmarked
• Only 16 are on www.newzealand.com

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Distribution of Maori Tourism

• 92 Tai Tokerau Northland
• 50 Arawa Rotorua/Taupo
• 44 Te Waipounamu South Island
• 26 Takitimu Hastings/Napier
• 20 Te Upoko Wellington
• 20 Tamaki Makaurau - Auckland
• 12 Tauranga Moana - Tauranga
• 19 Tairawhiti East Coast
• 14 Taranaki
• 14 Whanganui
• 14 Te Tau Ihu Nelson/Marlborough
• 11 Tainui - Waikato

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Maori in Tourism

• 37 - Guided Tours
• 15 - Accommodation
• 15 - Arts Crafts
• 12 - Attractions
• 11 - Retail
• 7 - Eating out
• 5 - Transport
• 5 - Concerts Hangi
• 1 - Marae Stays

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The 10 Year VisionFor Maori Tourism To 2015

• Represents the first national strategy prepared
  by Maori tourism for Maori tourism
• Sees relationships with RTOs as important to the
  development of Maori tourism
• Acknowledges many other organisations that
  contribute to the New Zealand tourism industry
• Underlines the importance that Council places on
  the achievement of sustainable results through
  mutually beneficial partnerships

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The NZ Tourism Planning Context

• 14 national strategic tourism planning documents
  have been released between 2001-2004
• Maori culture is
• A unique element of the NZ experience
• A strong motivator source of holiday
  satisfaction for target international visitors
• An area of competitive advantage for the tourism
  industry
• Not yet participating fully in the tourism
  industry

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• Vision
• Maori tourism provides New Zealand
• with its unique positioning
• in the global market place

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• Mission
• To provide a mutually supportive network
• For the development of best practise by member
  MRTOs
• Which leads to business growth and prospertiy for
  Maori in tourism

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• Core values and the tourism industry
• KotahitangaKa apiti hono, he tatai hono...broken
  pieces are joined together and people are united.
• The Councils operation with the tourism
  industry will be based on collaborative and
  mutually beneficial relationships, in order to
  benefit New Zealand.
• Manaakitanga
• Nau te rourou, naku te rourou ka ora te
  manuhiri..your food basket and my food basket
  will satisfy the visitors.
• The Councils operation will facilitate mutual
  respect between host and visitor.

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Objectives

• Promoting Maori in tourism, by supporting and
  developing MRTOs from a national level
• Maori Representation on National Tourism
  Organisations
• National Advocate for Maori Tourism
• Implementing NZTS 2015 for Maori Tourism
• Partnering with International National Tourism
  Organisations
• Maori Tourism Benefiting From the Interactive
  Traveller Market
• Strategic Relationships for Maori Tourism
  Enterprise
• National Maori Tourism Best Business Practice

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International Context for Maori Tourism

• ICOMOS International Cultural Tourism Charter
  (December 2002) Managing tourism at places of
  cultural heritage significance
• UNESCO Convention for the Protection of Tangible
  cultural heritage
• UNESCO Convention for Safeguarding Intangible
  Cultural Heritage

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HOW HAVE WE GOT TO WHERE WE ARE

• Understanding where we were.
• Planning a way forward.
• Developing Implementation of plan.
• Formation of regional groups.
• Formation of national Council
• Partnerships collaboration.
• Developing regional and national leaders.
• Participating at all levels.
• Ongoing and continuous learning exchange.
• At all times maintaining CULTURAL INTEGRITY and
  recognition of our guiding Maori cultural
  principles.