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Kaitiaki - A Maori world view

The tourism industry has a role and responsibility to ensure that the guardianship (kaitiakitanga) of our land and environment is well maintained and protected for future generations.  Being part of the tourism sector puts a responsibility on each staff member to actively embrace their role as Kaitiaki – to lead by example.

Kaitiaki is based on traditional Māori world views and includes the conservation, replenishment and sustainability of the environment. It is about safeguarding the future.  Read more about these concepts


The Tiaki Promise - Care for New Zealand

Tiaki is an initiative that actively encourages international and domestic travellers to act as guardians of Aotearoa.  Kiwis and visitors alike take on the responsibility to experience New Zealand in a way that keeps everyone safe, protects our environment, respects our culture and protects the country for future generations

Who created the Tiaki Promise?

Seven private and public sector organisations came together to create the Tiaki Promise:

  1. Tourism New Zealand,
  2. Air New Zealand,
  3. The Department of Conservation,
  4. Tourism Industry Aotearoa,
  5. Local Government New Zealand,
  6. New Zealand Māori Tourism
  7. Tourism Holdings Ltd.

The Tiaki Promise communicates why caring for New Zealand is important and how to care for Aotearoa while travelling around the country.

Tiaki Promise QRC logo

Conservation & Tourism

Participation in outdoor recreation can lead to pro-environmental behaviours, including those that benefit conservation.  Each year, as many as 5.3 million domestic and international visitors access public conservation lands and waters in New Zealand, thus the idea that these individuals could contribute to conservation by converting an interest in the natural environment into tangible action to support it is highly attractive.

Can tourists become advocates for kaitiakitanga?

Studies have shown that New Zealanders have relatively high levels of environmental or conservation engagement. For example, New Zealand typically rates in the top one-third of countries in international comparisons of citizens’ levels of environmental concern, ranking above Australia, Great Britain and the United States (Franzen & Vogl 2013).

Less is known about the attitudes and behaviours of international visitors in relation to the environment and conservation. However, New Zealand’s natural environment and clean, green image evidently provides a strong motivation for visiting the country, given that among international visitors to New Zealand in the year to June 2017:

  • 46% were influenced by New Zealand’s spectacular landscapes and natural scenery when making their initial decision to visit the country (MBIE: International Visitor Survey, unpublished data).
  • 52% visited a national park (MBIE: International Visitor Survey, unpublished data).
  • 67% went for a walk, hike or trek, with much of this activity likely to have taken place on public conservation land (MBIE: International Visitor Survey, unpublished data).

Read more about DOC’s research HERE

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