A tourism operator specialising in providing a cultural experience for overseas visitors says New Zealand is only just scratching the surface of the industry's potential.
Doug Tamaki from the Tamaki Maori Village in Rotorua says indigenous peoples around the world are all waking up to what they can offer tourists.
He says with hapu and iwi now starting to come into money through Treaty settlements they need to start looking into how they can play a part in cultural tourism.
Mr Tamaki says it's a far better prospect than just buying an old fishing boat because tourism has the potential to employ many more people.
He says hapu and iwi can enter at different levels, providing a unique experience for the visitor.