Maori tourism in Rotorua, New Zealand – Image: Tourism New Zealand
Maori tourism in New Zealand has grown 23 percent since 2018 and is now valued at $ 1.2 billion, according to recently released Census data. Released in March, the figures highlight the rising appetite for authentic Māori tourism experiences, both internationally and domestically.
With Rotorua set to host TRENZ 2025, and home to over 30 Māori operators, the city’s reputation as the cultural heart of Aotearoa is once again in the spotlight.
Rotorua-based, Maori-owned luxury spa Wai Ariki Hot Springs & Spa is at the forefront of this surge in indigenous Māori tourism. Wai Ariki is a $60 million luxury spa on the Rotorua lakefront, owned by local iwi (tribe) Ngāti Whakaue.
Wai Ariki General Manager, Debbie Robertson says the event is a chance to celebrate Māori-led tourism success, and that the Census data reflects what many in the industry are already witnessing.
Bathing at Wai Ariki Spa in Rotorua, New Zealand – Image: Wai Ariki Spa
“Māori tourism is thriving because our offerings provide something deeply authentic,” says Robertson. “Visitors aren’t just seeing the culture – they’re feeling it. It’s a sense of place, purpose, and belonging that’s unique to our country.”
“In Aotearoa, we have a fierce cohort of Māori tourism operators, who are boldly and unapologetically powered by their people and values, and that resonates with people.”
“At Wai Ariki, our own connection to Māori culture and history isn’t just part of the story, it is the story. It grounds us, guides us, and gives us the confidence to think big.”
Wai Ariki is New Zealand’s first and only tribe-owned, luxury wellness spa, blending award-winning architecture with immersive Māori bathing experiences and the healing power of nature. Offering a unique fusion of wellness, hospitality and cultural immersion, it exemplifies the future of Māori tourism and draws both local and international attention to Rotorua’s growing significance in the sector.
The spa is represented alongside many others in the recent Te Ōhanga Māori report, showing the Māori tourism sector contributed $1.2 billion to GDP in 2023, up from 975 million in 2018. Since 2018, the number of Māori-owned enterprises has climbed from 19,200 to more than 24,000, and the Māori economy is now valued at $126 billion. (NAN 05-05-25)
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