ITAC’s Best Practice Mission to Aotearoa (New Zealand)

Press Release

November 26, 2024

(Aotearoa / New Zealand) – From November 7–15, 2024, the Indigenous Tourism Association of Canada (ITAC), along with a delegation of partners, embarked on a journey to Aotearoa, New Zealand. The mission provided an opportunity to engage with Māori tourism leaders, explore authentic Māori cultural experiences, and exchange insights with New Zealand’s tourism representatives.

This Best Practice Mission was a collaborative initiative between ITAC and New Zealand Māori Tourism, a Destination Original Indigenous Tourism partner. This mission was designed to foster cross-cultural learning, enhance intergovernmental relationships, and strengthen Indigenous tourism development. The goal was to gain insights into the Māori tourism sector’s successes and challenges. By learning from New Zealand’s best practices, ITAC and its partners aim to enhance cultural preservation, economic growth, and collaboration within Canada’s Indigenous tourism sector.

The Delegation

ITAC’s delegation included representatives from Indigenous tourism organizations and provincial government funders from Eastern and Atlantic Canada, showcasing a commitment to collaboration and shared learning. Participating partners included:

• Indigenous Tourism Association of New Brunswick
• Indigenous Tourism PEI  
• Indigenous Tourism Quebec    
• Newfoundland and Labrador Indigenous Tourism Association  
• Nova Scotia Indigenous Tourism Enterprise Network  

Government partners also played an important role in the mission:

• Indigenous Services Canada  
• Atlantic Canada Opportunities Agency
• Tourism Newfoundland  
• Tourism PEI  
• Explore New Brunswick

Tourism Sector Engagement

The delegation also engaged in high-level meetings with key New Zealand government organizations, gaining insights into strategies for supporting Indigenous tourism and cultural preservation, including:

• Te Puni Kōkiri – Ministry of Māori Development
• Ministry of Business, Innovation and Employment
• Department of Conservation
• Tourism Industry Aotearoa and Tourism Export Council
• Ministry of Foreign Affairs and Trade
• Taura Whiri i te Reo Māori / Māori Language Commission

These discussions provided valuable perspectives on intergovernmental collaboration, sustainable tourism development, and the preservation of Indigenous traditions.

Highlights of Some Indigenous Tourism Experiences

During ITAC’s Best Practice Mission to New Zealand, the delegation immersed themselves in a range of authentic Māori tourism experiences across Auckland, Waikato, Rotorua, and beyond. These experiences showcased the depth of Māori culture, history, and innovation in tourism, offering insights into the successful integration of cultural preservation and economic growth.

Te Ihu o Mataoho: Tours offer unique experiences, engaging educational tours and workshops aligned to the Aotearoa New Zealand education curriculum.

Te Manu Taupua Tour: Experience Auckland’s rich Māori heritage through storytelling, kapa haka performances, and historical insights into the region’s Indigenous traditions.

Rangiriri Pā: Historically significant site commemorating the 1863 Battle of Rangiriri, offering a deeper understanding of New Zealand’s colonial history and its impact on Māori communities.

Te Puia / NZMACI Tour: The New Zealand Māori Arts and Crafts Institute (NZMACI), showcasing traditional carving, weaving, and geothermal wonders, including the iconic Pohutu Geyser.

Whakarewarewa: Authentic experience of Māori village life, featuring geothermal cooking, cultural performances, and a glimpse into the traditions of the Tūhourangi Ngāti Wāhiao people.

Te Pā Tū – Te Pō Dinner : Cultural evening celebrating Māori storytelling, cuisine, and performances under the stars, offering an unforgettable fusion of tradition and hospitality.

Chris Jolly Outdoors Dinner : Lakeside dining experience blending Māori culture with breathtaking natural scenery and local culinary delights.

Kāpiti Island Nature Tours : Conservation-focused experience on Kāpiti Island, highlighting the island’s rich biodiversity and the Māori stories that connect people to the land.

Each experience reflected the leadership and innovation of New Zealand Māori Tourism in areas such as cultural preservation, sustainable development, and community collaboration.  By immersing themselves in Māori tourism practices, ITAC and its partners gained a deeper understanding of the principles driving success in New Zealand’s Indigenous tourism sector.

Key Learnings from the Mission

Throughout the mission, ITAC and its delegation focused on several key areas:

1. Intergovernmental Relations: Understanding the Māori tourism sector’s strategies for securing sustainable funding and developing cultural tourism policies in collaboration with government bodies.
2. Cultural Preservation and Authenticity: Exploring ways to maintain cultural integrity while ensuring sustainable growth in the Indigenous tourism sector.
3. Relationship and Trust Building: Examining methods for fostering trust and collaboration among Indigenous Nations globally.
4. Prioritizing Investments: Identifying effective strategies for allocating resources and setting investment targets to support Indigenous tourism and cultural development.
5. Labour Market Challenge: Gaining insights into labour availability, training, education, and capacity building to address workforce challenges.
6. Partnership Development: Exploring collaborative strategies to build partnerships with non-Indigenous tourism organizations for mutual benefit and increased public support.
7. Adapting to Governmental Changes: Learning how Indigenous tourism initiatives can remain resilient and adaptable amidst government policy and regulation shifts.

Building a Path Forward

This Best Practice Mission was proudly supported by the Atlantic Canada

Opportunities Agency and the Government of Canada in partnership with ITAC.  By fostering connections with Māori leaders and gaining firsthand insights into their strategies, ITAC and its partners have laid the foundation for adapting these best practices to Indigenous tourism landscape in Canada.

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