Maori Tourism wants regions to do a better job of showing New Zealand culture to international visitors.
The agency says passengers arriving at Auckland Airport are treated to a terrific display of what sights and sounds they can expect throughout Aotearoa.
But Maori Tourism says the images and stories welcoming people pretty much stop in the big city.
It believes many cultures could be celebrated in regional New Zealand - not just Maori - but also Scottish, Chinese and Asian heritage.
Executive Butch Bradley says it's the people that make Aotearoa unique - and Maori is the vessel that holds all of the cultures.
Mr Bradley says he would like there to be Maori and other greetings at bus and train stations.