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Speaking on the Tourism Industry Aotearoa What is the value proposition of Te Reo Māori for the tourism industry? webinar, Kaitiaki Adventures marketing manager Haydn Marriner said it was important that any Māori inclusion in a tourism business was authentic.

“Our biggest recommendation to our family in the tourism industry is if you do wish to get started, try talking to the people around you, and as long as you are using it in an authentic way, you’ll be safe,” he said.

Kaitiaki Adventures’ Māori staff guides

“For those of you who are working in tourism anywhere in New Zealand, there will be a mana whenua where you are.

“Māori have stories that echo across, they have claims, they have a history with the whenua, so if you’re looking for your first point of call as an entry point in te reo Māori as it might relate to your business, try talking to your local mana whenua.”

Before Kaitiaki Adventures went into operation, the business first spoke to Ngāti Pikiao, because they were the mana whenua of the Kaituna awa.

“And what was really surprising to us, because this was 21 years ago, was that white water rafting had existed on the Kaituna River since the 70s, but we were the first people to have a conversation with iwi about what it was like to live on their river,” said Marriner.

“In fact, we were the first ones to ask for permission to raft on their river.

“Tourism has changed exponentially, but we at Kaitiaki Adventures have stayed the same – our kaupapa has always been about inclusivity, and providing a gateway for people to have a really awesome experience in New Zealand that was uniquely Aotearoa.”

The operator incorporates te reo Māori into its everyday, from how staff answer the phone, to signage down the river.

“When our international guests come and see us, they see that te reo Māori is a part of our everyday interactions,” said Marriner.

“We want to make sure we are immersing our guests and our staff into te reo Māori in a safe and correct manner.”

Matu Ihaka, pouhwhakahaere matua, director, at Te Taura Whiri i te Reo Māori, the Māori Language Commission, said the value proposition for tourism was that the Māori language was one of the unique factors of New Zealand, one of the things people came here to experience.

“The language can be reflected by New Zealand tourism to better connect with people, not just outside of New Zealand but within in New Zealand,” said Ihaka.

“As we expand New Zealand language it allows Māori language speakers and learners to use more of that language within the wider New Zealand context.”

Ihaka said the Māori Language Commission was tasked by the Government to ensure Māori would be spoken “every day, every way, by everyone”, and help achieve a million Māori speakers by 2040.

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The money will come from the Government’s $400m Tourism Recovery Fund, which is focused on helping the sector recover from the Covid-19 pandemic.

Pania Tyson-Nathan

“Tourism operators will be relieved at the extended wage subsidy, a new contingency fund and a strategic assets programme announced in Budget 2020, which recognises the long road ahead for many thousands of businesses and people who work in the sector,” NZ Māori Tourism chief executive Pania Tyson-Nathan said.

“As New Zealand’s largest export sector, we’ve been particularly hard hit by the closure of international borders and domestic lockdown measures to control the spread of Covid-19.

“Today marks the beginning of the recovery as businesses like Rotorua’s Waiotapu Thermal Wonderland reopen their doors for local visitors.”

Tyson-Nathan wanted the planned Tourism Recovery Ministers Group and the Tourism Futures Taskforce to address the burden of cumulative compliance costs on tourism businesses, which were already under pressure.

“Even a short-term reprieve on these costs would go a long way to help operators to keep their doors open in the tough times ahead, while also enabling them to improve productivity,” she said.

Māori tourism operators employed about 14,000 people across the country.

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NZ Māori Tourism chief executive Pania Tyson-Nathan told the Epidemic Response Committee yesterday the losses were devastating.

Pania Tyson-Nathan presenting to the Epidemic Response Committee

“Hospitality is a huge employer of Māori and Pacific Islanders, and the same with tourism. So, I’m not just talking Māori tourism businesses employing Māori, I’m talking about right across the sector,” she said.

“Māori who have lost jobs within the Māori tourism sector is, at this point, still under 1000. Māori who have lost jobs across the tourism sector as a whole could be anything between 17,000 to 30,000. We’ve got about 60,000 Māori working in tourism across the board, so it’s a significant chunk.”

Tyson-Nathan said Māori tourism operators employed around 14,000 people, and the pressures of lockdown meant the industry had “already started to see the impact straight away” with some businesses going into hibernation.

She said up to 40% of Māori tourism businesses had continuity insurance, which covered – in some cases – the disruption caused by pandemics.

However, 40% of businesses targeted an international market, which was now out of reach under current border restrictions.

Tyson-Nathan added that Māori tourism operators were now re-purposing their businesses for a domestic market, and a ‘South Pacific bubble’ would help the sector.

Tourism minister Kelvin Davis told the ERC that tourism was a way New Zealanders could learn more about te ao Māori.

“One of the things we’ve noticed is that New Zealanders’ desire to learn more about Māori culture is growing and so as we move into the recovery stage, and New Zealanders will really only be able to travel around New Zealand, there are massive opportunities for Māori in tourism to be able to showcase our culture and our history,” he said.

Davis confirmed to the ERC that a response and recovery package for the tourism industry would be included in Budget 2020.

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