Nau Mai by TU MAI Media Plus Ltd

ISSUE #003 DEC / JAN 2013

: HAERE-MAI

Welcome to the land of...

WAIRAKEI

GEOTHERMAL POOL DEVELOPMENT PROJECT

WAI O TAPU PURCHASING A WONDERLAND

TE PUIA ENHANCES VISITOR EXPERIENCE

Editorial E

ngā iwi o ngā hau e whā, tena koutou katoa.

Looking back with pride, looking ahead with confidence As we reflect back on 2012 one of the things that really stands out is that it has been a positive year for a number of our operators, some of whose stories we have shared in Naumai. There have been numerous awards, recognition, increased exposure and investment – fantastic! Another positive in 2012 is the way Iwi are investing in our industry. Te Arawa and Ngāi Tahu have recently purchased existing ventures, and Ngāti Awa has developed the new Mataatua Visitor experience. There are also a number of joint venture opportunities that have been realised between local Iwi, Hapu, Trusts and Incorporations and Local Government – ranging from Te Henui in Taranaki to Te Ahu, Kaitaia’s new community and cultural centre. These investments are a vote of confidence in the potential of Māori tourism and it’s difficult not to get excited about the possibilities. While we are looking at positives from 2012, special mention must go to our whānau in Ōtautahi who despite the earthquake continue with steely determination to grow their businesses. You’re an inspiration to us all. Looking ahead, one opportunity that exists for 2013 is improving and growing market share which means a focus on quality and capability. We’re talking about businesses, about

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our people and about positioning, both here and offshore. As Maori we pride ourselves on our inherent ability to develop relationships and there exists a huge opportunity to further strengthen our links with a range of organisations, Tourism NZ, the Tourism Industry Association, inbound tour operators and the Tourism Export Council, (whose Chief Executive Lesley Immink, is Ngāti Tūwharetoa and Ngati Apa) are all willing partners. We couldn’t possibly end 2012 without thanking you all for your on going support and feed back. We do listen and we do take the things you tell us on board. It’s also important to acknowledge our Māori Inc. partner organisations, and the broader tourism sector. It has been a pleasure to work with you all. On behalf of the Team and our Board, I wish you all a Merry Christmas and a Happy New Year. We look forward to working with you in 2013. No reira, nga mihi o te Kirihimete me te tau hou Pania

New NZMT chair relishing the challenge of growing the sector

ew Zealand Māori Tourism’s new Board Chair Amokura Panoho is looking forward to building on the progress the organisation has made in the past three years to realise the potential of Māori tourism. Amokura (Te Atiawa, Taranaki, Ngāti Kahungungu and Ngāi Tahu) was elected chair in September after serving for three years as deputy to outgoing chair Glen Katu. She says one of the challenges of her role will be to build on the success achieved under Glen and chief executive Pania Tyson-Nathan in reshaping NZMT and the Maori tourism sector. “We have built our credibility with the industry through the hard work of Pania and her team. We continue to create important strategic relationships and partnerships nationally and internationally and are starting to see a return on investment. “Our challenge now is really about making sure those successes continue to flow through to the regions and operators. We need to be seen as adding value to Māori tourism operators. Fundamentally, that’s why we exist.” Māori tourism is realising its potential with growth occurring for some of our businesses and a spurt in new ventures and investments, all having a positive impact on employment opportunities for Māori, Amokura says. “We can actually control the whole value chain if we are smart about it. There are so many multipliers associated with tourism. Everyone from the person who provides the experience, accommodation and transport to those equally important contributors that sit out on the periphery like cafés and art galleries. “Our sector is made up of predominantly micro, small and medium sized businesses. We are cognisant of the sacrifices they make hence the reason we are focused on returns for operators and are guided by their input. CONTINUED PAGE 4 

Inside 05. Cultural Ambassadors 06. Wairakei Terraces 08. Geothermal Wonderland 10. Entrance to Te Puia 12. Kia Ora campaign 14. Directory

Chief Executive Pania Tyson-Nathan pania@maoritourism.co.nz Director Regions and Operations Butch Bradley butch@maoritourism.co.nz Director Strategic Partnerships John Doorbar john@maoritourism.co.nz Manager Administration Lee Beazley lee@maoritourism.co.nz Accounts and Administration Alyse Lynch alyse@maoritourism.co.nz Liaison Sector and Members Gail Parata gailp@maoritourism.co.nz NZ Māori Tourism Office PO Box 19-122, Courtenay Place, Wellington 6149 259 Wakefield Street, Wellington 6011 Tel: +64 4 385 1433

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Amokura who lives in Waitara is currently a business mentor and Creative Director with Taranaki-based company iStudios Multimedia. After a stint as a senior public servant working in community economic development, she has worked as a business mentor helping develop a number of Māori businesses including tourism operators. Her involvement with Māori tourism spans 20 years working nationally regionally and at the community level. Before being elected to the NZMT Board she chaired the Taranaki Māori Tourism Trust, a role she will soon relinquish, and worked with Venture Taranaki Trust to enhance the region’s Māori Tourism capability. Nationally she has also supported the development of tourism projects in Tai Tokerau and Tamaki Makaurau.

“I have no doubt that in time we will see Iwi partnerships involved in significant acquisitions within the Maori tourism sector. We have seen a similar approach within the primary sector and increasingly in the energy sector.” she says Another challenge will be to try and reduce the compliance costs for operators, while lifting the quality of the tourism offer. Amokura says an aspect of the new role she is looking forward to is working with the two independent directors recently appointed to the Board: Poutama Board member Craig Ellison (Ngai Tahu) and Samsung National Sales Manager Daniel Walker (Nga Ruahinerangi). “Their appointments will add a richness to the existing Board by bringing to the table an independent perspective from the tourism sector. We are interested in what the broader export sector is doing and especially ways to leverage their in-market currency, otherwise we continue to talk and sell to ourselves”.

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She continues to have a hands-on involvement with tourism projects. Most recently she project managed the development of a series of interpretive panels that explain the cultural significance of the Te Henui walkway in New Plymouth. The name Te Henui translates as the big mistake, referencing a bloody incident in 1700s when Te Atiawa and Taranaki allies mistook each other in the dark for the enemy and attacked each other. The panels have been well received by the general public and increased an understanding of the history of the area. “They are an example of how Māori tourism can help change domestic perceptions about Māori culture and there is growing interest to have them established in other areas around the region”, she says. “With these panels we have an opportunity to tell our Māori stories. Without them, people would just pass straight on by and have no idea of the history of the place,” Amokura says. ■

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to the land of community...

Stampede of Cultural Ambassadors CNI Maori Tourism showcase and community open day

he Central North Island’s Maori tourism operators now have an additional force of 3500 ‘walking brochures’ following the staging of a hugely-successful showcase and community open day. Te Whare Tapoi – the House of Tourism – was the second open day hosted by Central North Island Maori Tourism, the MRTO for that area. But it was by far the most successful, with the 3500 plus attendees triple the number who turned out at the inaugural event three years ago. Fourteen of the Maori tourism operators in the region turned out for the open day, with support from a number of allied organisations, such as the Department of Conservation. The objectives of the day were two-fold – to showcase the Maori tourism and allied cultural product now available in the region in a bid to have locals act as a promotional force for their visitors and to give families from around the region a day away from the stresses of current tough economic times at no cost. On the back of the success of this year’s event, CNIMT intends to now look at a multi-cultural gathering to mark Matariki, and a regular series of open days in future. ■

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to the land of relaxation...

Looking to the Past for the Future Wairakei Terraces pool development project BY CHRIS BIRT

ack in the depths of the indigenous culture of the Central North Island lays traditional use of healing waters containing silica and a host of minerals which promote health and wellbeing. The waters carrying these elements have been running through the Waiora valley, just north of Taupo town, forever. Now their healing powers are being harnessed once more, for the benefit of locals and visitors from around New Zealand and the far flung corners of the world. Distinctively-coloured pools, set in what had become one of the most attractive geothermal valleys in the country, have been developed by the team at Wairakei Terraces and are now open for public visitation. Director Jim Hill explains: “When we moved into this valley 18 years ago, our vision was to put back the past and relive the history of this place. “The Waiora valley was well known as the valley of healing. It had terraces, which we have re-created, and even in pre-European times a collection of small whare. This was known as a no-war zone and the different iwi groups could come here, stay a night and use the waters for healing. “In the time we have been here we have always stuck to the kaupapa – our objective is to put back what was here before.”

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Over the last two years, Wairakei Terraces has developed four pools, not intended for recreation but specifically for healing. Each is held at a different temperature, as they were in days gone by, to provide treatment for different types of affliction. They are fed by a mineralrich hot water stream. The pools are being marketed as a healing facility, alongside the massage and mirimiri programmes now offered by what has become one of the region’s iconic visitor attractions. Jim says that since opening, the pools – shrouded in the spirituality which pervaded the Waiora valley over many generations – have steadily gained visitors and the word is now spreading far and wide. “We’ve had a fantastic response from those who have come to use them.” ■

Wairakei Terraces TAUPO p +64 7 378 0913 e reservations@ wairakeiterraces.co.nz w www.wairakeiterraces.co.nz

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to the land of experience...

Iwi entity makes strategic entry into tourism sector BY CHRIS BIRT

e Arawa Group Holdings Ltd has made its longcherished entry into the tourism industry.

The acquisition of the Wai-o-Tapu Geothermal Wonderland – one of the central North Island’s iconic visitor attractions – adds a new string to the iwi’s investment bow, joining existing operations in the agri-business and forestry sectors. Te Arawa Group Holdings is thus now entrenched in this country’s three biggest export sectors. TAGH chief executive Roger Pikia says the off-market purchase of Wai-o-Tapu from the Sewell/Leinhardt family realises a long-held ambition of an iwi that has been heavily involved in tourism for more than a century. “Te Arawa has always had tourism as a preferred investment sector and entry to that industry has now been achieved,” Roger says. “We are hugely excited by that. “Wai-o-Tapu is one of our region’s iconic visitor attractions and is a great performer, which was an essential element of

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our investment decision. We were looking for businesses that have produced profit and performance over a long period of time and Wai-o-Tapu fits the bill on all fronts.” The Wai-o-Tapu geothermal valley, about 20 minutes’ drive south of Rotorua, hosts a variety of spectacular natural features and is a prime visitor destination for free and independent travellers, attracting up to 1000 a day in the peak summer season. It is home of the world-renowned Champagne Pool, the Lady Knox Geyser, volcanic craters and bubbling hot water springs, all set in a natural bush setting. Facilities include walking tracks, a café and retail store and visitor centre. While Te Arawa Group Holdings is now the owner, the operational management will remain with Alex and Cheryl Leinhardt, members of the family which has spent 30 years at Wai-o-Tapu, an area which is owned by Te Arawa interests. Roger says there will be no immediate change to the way the business operates, working from the premise that there is no need to fix what is clearly not broken. Te Arawa Group Holdings Ltd intends to further its interest in tourism in future, but its chief executive says Wai-oTapu has set the benchmark and future acquisitions will be measured against the success that business has achieved.

Wai-o-Tapu Thermal Wonderland ROTORUA p +64 7 366 6333 e info@waiotapu.co.nz wwww.waiotapu.co.nz

“We do get approaches from Maori tourism businesses from time to time, but we will always look hard at the issues of performance and profitability,” he says. “But we are looking at investing further in tourism in our region.” For now, Te Arawa Group Holdings is very happy to have gained a foothold in New Zealand’s second biggest foreign exchange earning industry and that this has come through the acquisition of a local business, rather than one outside its rohe. “It was always our intention to buy local and we’re pleased that we’ve achieved that,” Roger says. ■

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to the land of adventure...

Te Puia Enhances Experience for Global Travellers BY CHRIS BIRT

he ancient practice of manaakitanga has driven a $1 million development at Te Puia/New Zealand Maori Arts and Crafts Insitute in Rotorua.

The desire to better cater for manuhiri from around the world was the key component of the new Tomokanga – an entranceway that will provide shelter – as well as an office for guides and frontline reception staff and an electronic ticketing system at the iconic tourism attraction. The development took four months to complete and has now been formally opened by Associate Tourism Minister Chris Tremain at a ceremony attended by Te Arawa kaumatua and kuia, civic leaders, representatives of the wider tourism industry and members of the board of Te Puia/NZMACI.

Te Puia New Zealand Māori Arts & Crafts Institute ROTORUA p +64 7 348 9047 Freephone: 0800 837 842 e reservations@tepuia.com w www.tepuia.com

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Te Puia/NZMACI chairman Harry Burkhardt observed that Te Arawa had been welcoming manuhiri for more than 100 years and a key element of this was manaakitanga, hence the reason for wishing to create a facility that would protect visitors from the elements as they waited to enter Te Puia. Blessing of the new Tomokanga was carried out by the Reverend Poihaere Knight, with guests then embarking on a journey on a fleet of modern-day waka – in the form of people movers – to the southern carpark for the formal opening of another new tourism attraction for the Rotorua area. This involved the opening of the 37 kilometre lead section of the Te Ara Ahi, the new cycleway which runs through the Whakarewarewa valley to Rainbow Mountain. This is marked by waharoa at the southern end of Te Puia which tells the story of Hatupatu, a local warrior who was chased by the bird woman Kurangaituku in days of old.

The waharoa are a gift from Te Puia/NZMACI to Te Ara Ahi – Thermal by Bike – which is part of Nga Haerenga – the New Zealand Cycle Trail now being developed at locations around New Zealand. This newly-developed trail will, when completed, lead cyclists from Whakarewarewa to the hidden valley of Orakei Korako, to the west of Rotorua. The development of Te Ara Ahi has cost the Government $2 million, with the Rotorua District Council chipping in with a further $500,000 and Mr Tremain acknowledged the generosity of the people of Whakarewarewa in allowing cyclists to ride through this picturesque valley on the first part of the new cycleway. Te Puia/NZMACI chief executive Tim Cossar says both the Tomokanga and the Waharoa are nice additions to the visitor experience in Te Whakarewarewa Geothermal Valley and he is sure visitors will see them as real value-adders. ■

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to the land of Kia Ora...

Kia Ora campaign â&#x20AC;&#x201C; saying hello to the world

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f you hear the greeting ‘Aloha’, you can’t help but think of a holiday in Hawaii. The same goes for ‘Bula’ and Fiji.

“This positive effect on tourism of Aloha for Hawaii and Bula for Fiji is well known and well documented”,, New Zealand Māori Tourism chief executive Pania TysonNathan says. “We believe there is the opportunity to do the same for tourism in this country so we’ve launched a strategy to have ‘Kia Ora’ recognised as New Zealand’s national greeting,” Pania says. Kia Ora is how Kiwis say hello. They are the first words out of newsreader’s mouths and the way we are greeted in newsletters and emails. It’s part of our shared ‘Kiwitanga’. To give a physical expression to the brand, two logos have been developed by leading contemporary Māori artist Rangi Kipa. The designs have already been used at international events where New Zealand had a significant profile, like the 2012 Olympic Games and the world’s largest book fair in Frankfurt, which this year featured New Zealand as the country of honour. “During the London Olympics, our athletes and officials embraced Kia Ora. The brand was heavily promoted at Kiwi House in London, which hosted expats and visitors during the games, “ Pania says. Kiwi House volunteers wore t-shirts featuring the Kia ora logo. Entry to Kiwi House was by Kia ora Passports, which were distributed at London railway stations. At Frankfurt our Kia Ora branding was used by the Ministry of Culture and Heritage as the backdrop for New Zealand performances at events. It was also proudly displayed on the t-shirts of New Zealand volunteers and staff. At home, a publicity campaign to socialise Kia Ora created a good deal of media interest on television radio and online in September. More recently the 2012 Maori Sports Awards were branded as a Kia Ora event. With more non-Māori attending and watching the televised awards they became an important vehicle for spreading the message. So what’s the next step, “Kia Ora Ambassadors”, Pania says. “During the summer and holiday season we want Kia Ora to be the greeting on everyone’s lips”. ■

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