New Zealand Maori Tourism says it is working to expand the range of cultural images used overseas and its promotions are changing from what had historically been just images of Maori warriors.
The organisation said it is using pictures to portray all aspects of Maori, which is increasing visitor numbers and interactions with Maori tourism operators.
Earlier this week, chief executive Pania Tyson-Nathan told Radio New Zealand that an image of a warrior may be intimidating to some.
"A warrior with his tongue poking out may be intimidating. So whilst it's beautiful to us as Maori, when people are coming here for the first time, and they haven't engaged or had that interaction, they feel intimidated by it", she said.
