A leading Maori tourism operator says the success of cultural tourism in this country depends on getting the right balance between competitiveness and authenticity.
Tamaki Maori Village near Rotorua has won an Australasian award for the Best Indigenous Cultural Experience amongst backpackers.
Tamaki Tours director Doug Tamaki says cultural tourism involves being competitive to gain market share coupled with being sensitive about how Maori culture is reflected to visitors.
He says it's important the show doesn't portray Maori as something out of a museum but as a progressive culture that continues to grow and flourish
Mr Tamaki says it's important to continue to improve on what they can offer tourists.