The Maori Party says Tourism NZ's decision not to include the Maori culture in its latest international marketing campaign is a step backwards in representing New Zealand.
A "100% Pure You" campaign has started screening in Australia with advertisements describing tourists' experiences of attractions such as jetboating and horse trekking.
The television and internet campaign will launch in North America, Europe and Asia by the end of February.
Maori Party tourism spokesperson Te Ururoa Flavell says it is a shame that Tourism New Zealand overlooked the Maori culture in the first lot of ads.
He says the culture is New Zealand's point of difference, which should be at the forefront of describing New Zealand elsewhere in the world.
Tourism New Zealand says Maori culture will feature in future campaigns.
It says ads already showing in Australia were selected because they are activities particularly for this time of year, which would attract tourists.