Future state 4: Aotearoa Whakapapa

Community, connection and culture at the heart of tourism.

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Our future visitor economy must play a key role in binding the tapestry of our diverse cultures together in an authentic way. It must be a platform to showcase and tell all the stories of Aotearoa New Zealand that express our unique identity and values. This is central to community vitality and prosperity – driving social inclusion, social mobility, trust and a sense of belonging as well as developing the capability of New Zealanders to realise their full potential individually and as communities. This Future State is the step change in our approach to inclusiveness that welcomes everyone in and builds experiences out of the diverse communities that make up Aotearoa New Zealand.

Future state 4 - Recommendations

To achieve the desired Future State, we recommend:

4.1 Connection – Integrate the history and principles of Te Ao Māori into all visitor economy-related government departments

The history and principles of Te Ao Māori need to align with government departments such as the Ministry of Education, Ministry of Culture and Heritage, and Sport and Recreation, as well as with the creative arts sector, Māori communities, and media and communications sectors to develop exciting new ways of digitising and sharing Aotearoa New Zealand’s wealth of stories and world view that strengthen its unique cultural fusion. By instilling the traditional values of Te Ao Māori and becoming a country of over 6 million informed and motivated storytellers, Aotearoa New Zealand can better share its unique geographic and genealogic evolution (including Mauri, Manaakitanga, Whanaungatanga Kaitiakitanga) with the world.

4.2 Shifting mindsets – Expand the Tiaki Promise to cover expected behaviours and standards of everyone in Aotearoa New Zealand

A universal approach to the Tiaki Promise should be integrated into all industry connection points to guide and direct all actors and stakeholders. Over time, this may develop into a universal standard, perhaps enabled by appropriate technology solutions.

4.3 Social Tourism – Make tourism more accessible and inclusive to all New Zealanders

The Government and visitor industry should assess and implement mechanisms for developing commercially viable
ways of making tourism more accessible and affordable for disadvantaged people within New Zealand to explore their own backyard. The positive social and economic benefits of increasing inclusivity of travel and tourism have been proven in other countries with specific examples of using government incentives, off-season capacity and reduced rates to low socio-economic groups. This will lead to significant increases in employment and improve low season revenues.