Visitors Want Maori Culture Experience

A study has found that there is a substantial demand for Maori cultural experiences by visitors in and around Dunedin/Otepoti, and that local businesses are keen to respond.

The study, commissioned by the Economic Development Unit of the Dunedin City Council and supported by the city’s Maori Participation Working Party, found that almost a third of tourists in Dunedin are interested in genuine Maori cultural experiences.

This response is heartening for local Maori. “It is easy to assume that people visiting Dunedin are here primarily to see our wildlife but this study shows many are keen to understand more about our history and culture” said runanga spokesman, Edward Ellison. “The funding from the Economic Development Unit, and the efforts of the researchers Jeurgen Gnoth, Daniel Gnoth and Suzanne Boyes to highlight this opportunity are much appreciated”.

Not only are visitors keen to know more about things Maori, local tourism businesses are eager to help tell these stories in an authentic way. Over 80 of the 320 businesses interviewed indicated that they believe incorporating Maori culture into their operations would add value to their business.

Peter Harris, Manager, Dunedin City Council Economic Development Unit, says “It’s exciting that visitors want to know more about our indigenous culture, and that businesses are keen to tell these stories. The challenge now is how local Maori can develop their own tourist businesses and help others add appropriate stories and experiences to existing experiences”

Tourism Dunedin and the DCC’s Economic Development Unit have committed to helping join local Maori and the tourism industry together to help meet the demand from visitors. Dunedin Mayor, Peter Chin, says “This research is a great basis from which to enhance our tourism offering. It has shown that our visitors really want to engage with our local Maori culture, and that our tourism businesses are keen to be involved. This is a great opportunity to strengthen the relationships amongst the tourism stakeholders and for all to work together to share Maori experiences and create stories for our visitors to enjoy”.
The full report is available on www.dunedin.govt.nz/services/business-development/economy