The Maori Tourism Council says Maori culture has been front of house so far during the Rugby World Cup, and it's hoping that will strengthen its international reputation.
Chairperson Glen Katu says the Rugby World Cup is an excellent opportunity to showcase kapa haka groups, Maori artworks and business.
He says the council has just returned from an international tourism expo in Guangzhou, China, where 14 million people live.
Mr Katu says the Patea Maori Club performed for delegates from all over the world to rapturous applause.
He says it's hoped that the showcasing of Maori culture during the Rugby World Cup will lead to more visitors to New Zealand who are keen to experience the indigenous culture.