Maori tourism nurtures Mid-east link

John Panaho of Maori Experienz says the company has made a big impact in Dubai.

A Maori tourism sojourn to the Middle East is being hailed a big success, paving the way for a greater surge in the cultural tourism to New Zealand.

Maori Experienz (MENZ) last month sent a delegation to Dubai's Arabian Travel Mart as part of a new pitch to lure those visitors more interested in the cultural dimension of their time in Aotearoa.

Marketing director John Panoho said the group had made a big impact in Dubai, where they were part-sponsored by the Emirates airline.

"Dubai was on the table right from the outset, because any airline that is sending 28 aeroplanes a week into our country has got to be interesting," he said.

With the Pounamu cultural group leading the charge, the delegation of Maori tourism marketers also took over one of Dubai's luxury hotels, the Shangri La, for a 10-day Maori-themed promotion.

MENZ is a private organisation stressing cultural credibility for its members. It is eventually hoped it will cater for all parts of a tourist trip, from accommodation and tours to transport, food and beverage and artists.

"It's about building a brand for Maori, having a go and doing it ourselves," said Panaho.

"If we leave to someone else then you take what you get.

"It's about seeing the country through a different set of eyes."

Panaho said many people visiting New Zealand wanted more than just a hangi and cultural performance at a big hotel.

They wanted to experience culture and heritage from a Maori perspective, he said.

"We've tried to take it to a different level of understanding.

"It is about the people, the connections to the place - and hospitality."

This is manaakitanga, or Maori hospitality.

"We have something different and if we're organised and clever and smart about the way we promote ourselves, then we're going to add so much value to destination New Zealand."

The Maori Tourism Council last week said the travel guide company Rough Guides would now be printing a second run of its Rough Guides to Maori New Zealand book.

All 250,000 of the Rough Guides' first guide to Maori NZ are now sold, one year after publication.

A further 10,000 of the books are now being printed, which means they should start becoming more widely available here in New Zealand.

Most of the first batch of guides were distributed in Britain.