Employment in Māori tourism businesses increases by 25 percent in 2023

Māori tourism employee counts increased by 25 percent from 2022, to 3,450 in 2023, according to figures released by Stats NZ today.

The biggest increases in employment counts were in the arts and recreational services, and accommodation and food services industries. Compared with 2022, employee counts in arts and recreational services businesses in 2023 increased by 46 percent to 1,050. In accommodation and food services businesses, the increase was 19 percent to 1,850.

“We are seeing employee numbers for most Māori tourism industries return to pre-COVID levels,” Tatauranga umanga Māori manager Geraldine Duoba said.

Employees in Māori tourism businesses numbered 3,500 in 2020.

“The increase in employees of Māori tourism businesses in 2023 compared with 2022 is consistent with the wider tourism industry in Aotearoa New Zealand,” Duoba said.

Data from , which measures tourism contribution to the New Zealand economy in terms of expenditure and employment, shows the number of employees in New Zealand tourism businesses increased almost 50 percent from 2022, to 164,619 employees in 2023. This compares with 193,449 in 2020.

While employee counts fell in 2021 and 2022, the total number of Māori tourism businesses has increased steadily since 2018. In 2023, 372 tourism businesses were present in the Tatauranga umanga Māori population.

“The steady increase in Māori tourism businesses despite falls in employee counts over time likely suggests that businesses adapted their operations during COVID in order to survive,” Duoba said.

Māori tourism businesses may be either Māori authorities or other Māori enterprises that are present in industries related to tourism activities.

Business demography statistics provide an annual snapshot of the characteristics of New Zealand businesses. The statistics cover economically significant enterprises that produce goods and services in New Zealand and are as at February each year.