Te Mānuka Tūtahi and Mataatua Wharenui

Te Mānuka Tūtahi Marae and Mataatua Wharenui

Te Mānuka Tūtahi Marae - and Mataatua Wharenui - enjoyed an unprecedented and extraordinary revenue increase in 2018/19, while strengthening it’s status as a cultural icon of both Ngāti Awa and the Eastern Bay of Plenty.

Performance highlights for 2018/19 include:

Operating Sales Double In 2018/19

A more strategic approach to Mataatua marketing activity implemented over the last three years continues to pay dividends, with operating sales doubling from $51,000 in 2018 to $112,000 in 2019. The latest growth result boosts combined total growth since 2016 to around 300%, clearly illustrating the benefit of a structured and strategic marketing programme developed and delivered by local marketing firm Mauriora Marketing and PR Ltd. Future investment is being planned under Ngāti Awa Pōhiri Rau.

O PERATING S 2019 ALES 300% IN C REASE 2018 2016 2017

Increased Profile In International Markets Driven By Succesful Media Pitching Activity and Enhanced Relationships with Tourism New Zealand

The catalyst for this extraordinary growth has been increased profile and engagement with the travel trade, and Mataatua being selected to feature in a number of global promotional campaigns, including the National Geographic Travel and Tourism New Zealand partnership campaign. The campaign – said to be the largest Tourism New Zealand has ever executed – exposed Mataatua to a global audience of around 300 million. Mataatua also featured in 15 other unique media results, reaching a combined audience of over 20 million for an Estimated Advertising Value of around $2.5 million (exclusive of National Geographic campaign)

Increased Travel Trade Awareness and Engagement

Awareness of Mataatua amongst the international travel trade continues to grow on the back of sustained participation in TRENZ and Explore CNI trade shows and numerous industry famils reflective of increased efforts to grow relationships in this space. Mataatua was also sponsored by New Zealand Māori Tourism to attend the New Zealand China Travel Festival, with a view to developing opportunities in this lucrative market. A highlight of this activity was confirmation of a significant cruise sector incentive booking that will see 150 VIPs passengers visit Mataatua as the preferred shore visit destination. This will be by far the largest and most lucrative single tour booking Mataatua has ever attracted.

Mataatua now regularly rates among top Māori cultural products in New Zealand

Efforts to correctly communicate the unique attributes of the Mataatua brand and proposition has strengthened the reputation of Mataatua as one of the leading Māori cultural products in New Zealand. Consequently, Mataatua is regularly promoted by key stakeholders such as Tourism New Zealand, Tourism Bay of Plenty and New Zealand Māori Tourism as an exemplary model of an exceptional cultural tourism experience with compelling and unique points of difference. This has resulted in a number of aspiring and emerging Māori cultural tourism operators from around the motu being referred to and hosted on familiarisation tours of Mataatua to help inform their own development plans, emphasising the leadership position Ngāti Awa now holds in the iwi tourism space.

Cultural Development and Succession Through Tourism Activity

Among the most pleasing aspects of Mataatua tourism activity is the incredibly unique opportunity for staff to develop and hone their cultural skills as part of their day-to-day role as Pou Arataki. By the very nature of their work, staff are able to regularly practice their karakia, wero, karanga, whaikōrero and waiata in live situations, in front of real manuhiri. This has resulted in all Pou Arataki swiftly gaining the confidence and competence to perform these vital cultural roles to the required standard, preparing and developing them to be the Ngāti Awa cultural leaders of the future.