Establishing a new region for international tourism: A case study of Te Urewera
“the Urewera country, the snow wrapped peaks and mighty ranges, the vast forests and rushing torrents, the lone lakes and great gulches, which form the leading features of Tuhoe land , engender that strange sensation of vivid interest and pleasing anticipation which is felt by ethnologist, botanist and lover of primitive folklore”
Elsdon Best 1897 monograph, Waikaremoana – The sea of Rippling Waters
A short history of tourism in Te Urewera
Te Urewera is one of the most remote, wilderness areas remaining in Aotearoa. And somewhat surprisingly, it has had a long history of tourism, particularly in the Lake Waikaremoana area.
As early as 1909 there was a Government Hostel at Lake Waikaremoana. Construction of SH38 through the region in the 1930s opened up access, and from 1956 to 1972 the Tourist Hotel Corporation Lake House provided a good standard of visitor accommodation. In addition a NZR service car provided regular transport between Wairoa and Rotorua.
The establishment of the Whirinaki Forest Park, Te Urewera National Park, and more recently the Great Lake Walk, recognised the intrinsic value and beauty of the vast tracts of indigenous forest, the crystal clear lakes, rivers, and waterfalls in the region.
Te Urewera is now enjoyed by a small number of domestic visitors, particularly for tramping, hunting and fishing. A small but growing number of free independent overseas travellers are also visiting. With the THC Lake House now gone, accommodation is largely in campsites, Department of Conservation (DOC) huts, and backpacker lodges. Over 90 kms of the road remains unsealed.
Local interest in tourism
Over the last decade there have been a number of tourism organisations in the region including the Tuhoe Tourism Federation, the Murupara tourism operators group, and the Te Urewera Tairawhiti Tourism Forum. These groups have had varying levels of activity and success but none have really tackled the regions’ broader tourism issues or opportunities strategically.
A number of other organisations have regional economic development as a key plank in their strategies, including the two local councils of Whakatane and Wairoa, Toi Economic Development Agency (based in Whakatane) and Network Murupara. All have identified tourism as a key opportunity for economic development locally. In addition, as the manager of large land areas within Te Urewera, DOC also plays a key role with respect to tourism in the region. Iwi, as the owners of large land blocks, are also important players.
Barriers and issues for tourism
The four-year (2005-2008) action research project Te Tapoitanga Māori : Growing Regional Māori Tourism (TTM) identified a number of barriers to tourism in Te Urewera. These included:
- The windy, narrow, unsealed road that runs through the region
- The lack of quality accommodation in Te Urewera
- The remoteness of the region, and the amount of time needed to include it in the holiday itineraries of international visitors
- The fact that the region is largely unknown to international visitors and the tourism trade
- The lack of a regional tourism organisation (RTO) or Māori regional tourism organisation (MRTO)
- The lack of funds to resource tourism development in the region e.g. promotion, capacity building, development of facilities and infrastructure
- The lack of tourism skills in the region
- Whilst many of these issues do pose significant obstacles to tourism growth and development, they are not insurmountable, and in most cases, can also be viewed positively.
Opportunities for tourism
The TTM project also identified opportunities and strengths for tourism growth in Te Urewera, which included:
- The remote and pristine wilderness areas
- The uniqueness of the region, and in particular the strong cultural integrity of the local Tuhoe people (e.g. the Māori language is spoken as a normal part of everyday life)
- Operators, iwi, councils and agencies all working together to strategically manage the development of tourism in the region
- Creating awareness domestically and internationally
- The increasing prominence and importance of sustainable, eco-cultural tourism
- The development of appropriate infrastructure and services (e.g. interpretation and signage, marae visits and stays, boutique accommodation, sealing the road, cafes, etc)
- The proximity to the major tourism destination of Rotorua, as well as other centres (Gisborne, Napier, Whakatane)
Who visits Te Urewera now?
Surveys conducted as part of the TTM project provided information about who currently visits the region. 80% of visitors to the area were New Zealanders and only 20% were from overseas. The New Zealanders came mainly from Auckland, Gisborne, Wellington and Rotorua.
Most visitors stayed between 1 and 5 nights with the average being 2 nights. 80% of visitors travelled in a private vehicle and most of the remainder travelled in rental cars or campervans.
Walking, sightseeing, camping, canoeing, and fishing were the regions’ most popular activities.
Visitors were also asked what new facilities or services they would like to see. While many visitors liked the area as it was, almost two thirds said they would like a café, 59% wanted more walking tracks, followed by a gallery (44%), an information centre (39%), and more accommodation (34%).
TRENZ: the catalyst for action
In 2007, the international tourism trade fair, TRENZ (Tourism Rendezvous New Zealand) was hosted in Rotorua for the first time. This presented a major opportunity for Te Urewera tourism operators to showcase the region, and the tourism experiences available, to of the international tourism trade. The TTM research project had also identified TRENZ as a key event for operators wanting to attract international visitors through the traditional tourism distribution chain. However, to make the most of TRENZ, and promote the region professionally, there 
was a lot of work to be done. The region needed:
- a name and a brand.
- a manual of the region and all its tourism products and services.
- a website,
- a CD of images, and
- a presentation to showcase the region and the range of experiences available for visitors.
Operators also needed to be trade ready with clear product descriptions, and pricing that allowed for commission.
With the unmovable deadline of TRENZ looming, five operators and a number of supporting organisations got together and made it happen. Thus Te Urewera Rainforest Route was born.
However, whilst TRENZ was a driving force to establish Te Urewera Rainforest Route, the operators and support organisations involved knew that much more was needed. A marketing strategy was developed to include a wider variety of promotional activities including sales visits to New Zealand based tourism trade, hosting media and tourism trade in the region, and developing and distributing a visitor guide for the region.
The group also realised that marketing was only one component of a broader tourism strategy needed for the region, and that such a strategy would need funding for its implementation. In order to apply for funding it needed to be a legal entity. Again the group got to work. On 18 June 2008, shortly after its second attendance at TRENZ, Te Urewera Rainforest Route launched its strategic plan. On 3 July 2008 Te Urewera Rainforest Route Incorporated became an officially registered society with over 30 members.
Te Urewera Rainforest Route vision and goals
Vision: Tourism is contributing in a positive and sustainable way to the social, cultural, environmental and economic development of the thriving communities along Te Urewera Rainforest Route
Goals: The overarching goal is to grow tourism along Te Urewera Rainforest Route in a sustainable way. The specific goals are:
- To develop an organisation that can implement the strategic plan effectively
- To work cooperatively with support organisations, iwi and government agencies to develop key tourism infrastructure along Te Urewera Rainforest Route
- To support tourism operators along Te Urewera Rainforest Route to sustainably grow existing businesses and develop new tourism products consistent with the region
- To build relevant capability for local people to work in tourism full time
- To actively market Te Urewera Rainforest Route to domestic and international visitors
- To foster support for tourism in the region among key stakeholders and strategic partners
Where to from here?
While Te Urewera Rainforest Route is now established as a ‘new’ tourism region, with a clear strategic direction, much work lies ahead. The group is applying to fund a paid coordinator, and is working to establish the road through the region as an official touring route.
The group will also need to identify ways to fund the various aspects of their strategic plan. Whilst some of this will come from membership fees and operator payments towards marketing activities, the larger infrastructural elements will need a coordinated approach with the Society, councils, iwi, local communities and agencies all working together to achieve the broader goals.
Reflections and learning
A number of essential factors came together in the right place, at the right time to enable the establishment Te Urewera Rainforest Route. The TTM research project provided essential information on the existing barriers to tourism, some key tourism opportunities, an understanding of existing and potential visitors to the region, as well as some funded expertise to apply those learnings.
In hindsight, the more logical approach, once some of the key research findings were made, would have been to first develop the strategic plan, followed by the marketing strategy and then go to TRENZ. However, TRENZ provided a major opportunity, with an unmovable deadline, that motivated the group to complete a range of activities, probably in a much shorter time period than would otherwise have been the case.
A strong seed has been sown but there is still a lot of growing to do! The key will be working together and keeping the vision in focus.
Jo Doherty, June 2008
Comments and feedback on this Growing Regional Māori Tourism site are welcomed and should be directed to Helen Fitt
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