The director of Tamaki Maori Village near Rotorua says more and more traditional tales are being revealed bringing out the deeper side of tangata whenua.
Doug Tamaki has run the village with his brother for the last 21 years.
He says overseas tourists are more likely now to have searched the web for what is available and their demands are greater.
Mr Tamaki says the stories and culture of Maori has been a well-kept secret for some time and over the years more of the stories and the spiritual side of Maori can be exposed.
Hesays it allows for tourists to have a far more meaningful experience.