Rotorua is gearing up for a busy week celebrating te reo as Maori Language Week gets under way on Monday.
The theme for this year's Maori Language Week is Arohatia Te Reo, which means to cherish the language.
Celebrations in Rotorua will begin on Monday with Mayor Kevin Winters officially launching the week at the Rotorua District Library.
New Zealanders will celebrate the 36th annual Te Wiki o Te Reo (Maori Language Week) from Monday until Sunday July 29.
The concept behind the theme is to encourage all people to demonstrate their love and regard for the language.
Rotorua District Library marketing and promotions officer Sue Heke said the week not only gave the library the opportunity to highlight its many Maori resources but also gave the community a chance to promote their Maori skills and activities.
"Te Wiki o Te Reo Maori is a fantastic opportunity to encourage and inspire local people to take up the challenge of learning something Maori, whether it's correct pronunciation, everyday greetings or joining a te reo class," she said.
Events taking place at the library during Te Wiki o Te Reo include demonstrations by a carver and weaver from Te Puia, a traditional Maori games specialist displaying age-old Maori pastimes, a Maori language class relocated to the library to encourage others to take up the challenge of learning to speak Maori, performances by local schools and kohanga reo and a Maori myths and legends crossword competition.
"The library doesn't view it as a one-off event but rather as a celebration of what we have already and providing the impetus to improve our products and services to fully reflect the Rotorua community," Mrs Heke said.
Te Wananga o Aotearoa acting regional academic manager Maia Mihaka said they celebrated Maori Language Week by having their te reo students write essays.
The best writers will win iPads and MP3 players.
"'How can we strengthen our national identity through te reo' is the title of the essays and students can write in English or te reo," Ms Mihaka said. Te Puni Kokiri Te Arawa regional director Wally Tangohau said it gave out free resources to kohanga reo, schools, organisations and marae wanting to learn te reo.
"Our staff will speak Maori with each other and our clients all week," he said.
Maori Language Week also coincides with the 25th anniversary of the establishment of Te Taura Whiri i te Reo Maori or the Maori Language Commission.
The commission was set up to promote Maori as a living language and as an ordinary means of communication.