When it comes to manaakitanga, Rotorua deputy mayor Trevor Maxwell could have written a book.
Mr Maxwell has played his part in welcoming thousands of people to Rotorua over the years and said the spirit of manaakitanga was alive and well in the city.
Today marks the start of Maori Language Week
with Te Taura Whiri i te Reo Maori (The Maori Language Commission) choosing "manaakitanga" as the theme.
Manaakitanga means to care for, entertain, show respect - and is the essence of Maori hospitality.
Mr Maxwell said manaakitanga and te reo Maori walked hand in hand and played an important part in the city's vibrant tourism sector.
"From welcoming visitors to citizenship ceremonies, to marae visits and the opening of conferences, manaakitanga is the spirit in which New Zealanders embrace their manuhiri [visitors].
"For me the concept of manaakitanga is one of openness, honesty, hospitality and respect."
He said initiatives such as the Kia Ora campaign embraced the Maori language and the concept of manaakitanga and was reflected in the comments of visitors.
In his role as Tourism New Zealand Kaupapa Maori director Mr Maxwell said manaakitanga was hugely important and was incorporated into its brand - Manaakitanga Aotearoa.
"They saw something really warm in that. Manaakitanga will be very important as we receive and host visitors for the Rugby World Cup," he said.
Maori Language Commission chief executive Glenis Philip-Barbara said manaakitanga was a very important tenet of Maori custom and identity that had positively influenced notions of "good old Kiwi hospitality".
"At its core, manaakitanga is about how we make people feel welcome when they are in our company and how we give regard to and care for others when hosting visitors."
