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Newly released research from Statistics New Zealand shows that in 2019, 234 Māori tourism businesses employed 11,100 people.

While data in the release was collected before the COVID-19 outbreak and the border closure to international tourists in late March 2020, it shows the size of the Māori tourism sector as of last year, and the number of businesses and jobs under threat due to the pandemic.

Commenting on the findings and current challenges for the sector, Stats NZ Business Statistics Senior Manager, Peter Dolan advised “the future remains uncertain because of the COVID-19 outbreak, but tourism has traditionally been important for its economic contribution to Māori businesses and to Aotearoa as a whole.

“Tourism businesses can have a large impact on earnings and employment within communities, for example in Rotorua or Kaikōura, where they may be the lifeblood of those areas."

The research showed that 29% of Māori tourism businesses were in the arts and recreational services industry in 2019, with Dolan adding “art, carving, and story-telling have always been central to Māori culture and, with principles of manaakitanga prevalent in Māori business, it is no surprise that many Māori tourism businesses are in this industry.”

While only 10% of Māori tourism businesses were in administrative and support services, an industry that includes travel agencies and tour arrangers, these businesses accounted for 4,250 employees in 2019, almost 40% of all Māori tourism employees.

Advising that 70% of Māori tourism businesses came up with new ideas in 2019 in an effort to grow and diversify, Dolan went on to say “businesses engaged in innovation activities are developing new and improved products, processes, and methods.

“In 2019, the innovation rate for Māori tourism businesses was 25% points higher than the rate for all New Zealand businesses.”

The proportion of Māori tourism businesses who innovated has remained similar in each year measured since 2013.

Māori tourism businesses include member companies from New Zealand Māori Tourism, as well as identified Māori authorities who participate in specific tourism industries such as accommodation, transport, and arts and recreational services.

Image courtesy of Ngai Tahu Tourism.

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