Tourism, when approached with purpose and respect, can be a powerful platform for communities to share their heritage, culture, and natural treasures with the world. To ensure tourism development is authentic and sustainable, it is essential to collaborate closely with community groups, such as hapū, to understand their aspirations. By aligning these aspirations with thoughtfully designed tourism experiences, we create pathways for communities to thrive economically, socially, and culturally while preserving their values and tikanga.
Understanding Aspirations and Unlocking Potential
Hapū hold an immense wealth of natural and cultural assets, many of which are deeply intertwined with their identity and whakapapa. These assets, whether they are sacred sites, unique ecosystems, traditional knowledge, or compelling stories, offer unparalleled opportunities for tourism experiences that are rich in authenticity and meaning. However, the first step in any successful tourism endeavour is to understand the aspirations of the hapū.
Through whakawhanaungatanga (relationship building) and kanohi ki te kanohi (face-to-face engagement), we can uncover what the hapū values most, what they wish to share, and what they prefer to safeguard for future generations. It is about listening deeply and collaboratively exploring how tourism can be an enabler for their aspirations, rather than a driver of external agendas.
From Ideation to Experience Development
Once the hapū’s aspirations are understood, the next step involves working collaboratively through a process of experience ideation. This involves exploring what types of tourism experiences best align with the hapū’s vision and capabilities. Whether it is cultural storytelling, historical tours, environmental education, conservation initiatives, or immersive experiences in the natural environment, the focus remains on ensuring the experiences resonate with the values and tikanga of the hapū.
The ideation phase also considers practicalities, such as the hapū’s preferred level of engagement with visitors, the scale of tourism they feel comfortable with, and how they wish to balance economic benefits with environmental and cultural preservation. By tailoring experiences to these preferences, we create offerings that are both unique and sustainable.
Articulating a Strategy Aligned with Hapū Values
Developing a tourism strategy is a vital step to ensure the vision of the hapū is realised. This strategy must articulate how the experiences will be structured, promoted, and managed, while firmly rooted in the hapū’s tikanga and values. For example, it might outline how traditional practices can be integrated into visitor interactions, how revenues will be reinvested into the community, or how conservation efforts will be supported through tourism activities.
Through clear and collaborative planning, the strategy serves as a roadmap for sustainable development, providing the hapū with a solid foundation to launch tourism ventures that add value to their existing assets while creating meaningful connections with visitors.
Building a Shared Future
Tourism can be a force for good when it honours the aspirations and values of the communities at its heart. By working alongside hapū, we can unlock the full potential of their natural and cultural assets, creating experiences that enrich not only visitors but also the communities themselves. Through collaboration, ideation, and strategic alignment, we pave the way for a tourism future that is meaningful, respectful, and sustainable.
