Many tourists to New Zealand are unaware they can stay overnight on marae, while others feel uncomfortable about doing so, says a report released yesterday.
Demand for Maori Tourism, released by the Tourism Research Council New Zealand, said there was a reasonable demand for Maori cultural products.
But it saidthe level of marae visits was low, with younger travellers more likely to visit. The report showed 86,000 tourists visited marae in 1998, but only 33,000 last year.
"Travellers who have actually stayed overnight on a marae found the experience a very strong driver of overall holiday satisfaction because of the high degree of authenticity."
The report said reduced overcrowding, increased service quality, and explanations of marae protocol and Maori history would enhance the experience.
It found American travellers particularly wanted to take home Maori artwork, but many were not made aware of Maori art studios.
"Efforts such as using authenticity marks on Maori cultural products could further enhance appeal to international travellers who like to bring home souvenirs that are genuinely New Zealand made."
Not much was known about Maori cuisine and there was an opportunity to develop that market.
Visitors from the United Kingdom, Germany and the United States tended to be more interested in Maori cultural products than others.
"Some Asian travellers indicated an interest in a level of translation/interpretation of the [cultural] performance, so that they understood its significance," the report said.
"Some commented on being uneasy during Maori cultural performances, which may be due to a lack of understanding."
Overall, about 20 per cent of visitors to New Zealand had experienced Maori cultural activities in recent years.
A second report, Measurement of Maori in Tourism, showed Maori were rapidly entering tourism jobs, Tourism Minister Mark Burton said.
The Maori employment share within "tourism-characteristic industries" - accommodation, cafes and restaurants, transport and storage, and recreational services - was 12 per cent in 2001, an increase of 72 per cent on the 1991 level.
