Rotorua on show at TRENZ 2025 

By Naomii Seah, AccomNews writer, reporting from TRENZ 2025

Rotorua is known as the birthplace of international tourism in New Zealand. The home of the famous Pink and White terraces, lost to the 1886 eruption of Mount Tarawera, Rotorua continues to be a region that draws visitors from across the world.

In Rotorua, visitors can engage with authentic cultural experiences and a unique geothermal landscape. As our international tourism numbers continue to slowly recover post-COVID-19, Rotorua is also diversifying and modernising its tourism offerings, drawing new crowds from near and far to the region.  

Speaking at TRENZ in May, Prime Minister Christopher Luxon called tourism a “lynchpin” of our economy. As per the goals of the current Government, Mr Luxon is keen to grow our tourism market, saying “there is more capability and more opportunities to provide premium attractions and experiences. 

“This doesn’t mean more expensive, this means a higher value exchange between customer and seller.”  

In the same speech, Mr Luxon claimed there was an extra $9 billion in the tourism market, though he did not elaborate or substantiate this figure.  

Premium and high value offerings  

Several tourism operators in Rotorua have adopted this model of premium, “high-value” offerings.  

Wai Ariki is a newly opened luxury spa facility embedded in the culture of local iwi Ngāti Whakaue. The spa is worth $60 million and draws on local geothermal water to fill some of its pools. In its signature offering, visitors are guided through a two-hour experience that tells the story of the local legend Ngatoroirangi.  

Demand for Māori tourism experiences has risen sharply in recent years, growing 23 percent since 2018 and valued at $1.2 billion.  

The Māori economy is now worth $126 billion, with many of the Māori-owned enterprises operating in the tourism industry.  

“Māori tourism is thriving because our offerings provide something deeply authentic,” says Wai Ariki General Manager Debbie Robertson. “Visitors aren’t just seeing the culture – they’re feeling it. It’s a sense of place, purpose, and belonging that’s unique to our country.”

Operating on a similar high-value, premium experience model is Te Puia | New Zealand Māori Arts and Crafts Insititue (NZMACI) in Te Whakarewarewa Thermal Valley.

Entry to the valley is only available via guided tour, and Te Puia offers a variety of experience packages for manuhiri (visitors). NZMACI is funded by the proceeds of the tourism offerings.  

NZMACI is made up of three schools: Te Rito, the national weaving school; Te Takapū, the national stone and bone carving school; and Whakairo Rākau, the national woodcarving school. The schools preserve and promote Māori culture and ensure traditional arts are continued.  

Te Puia | NZMACI general manager Eraia Kiel says the strength of the institution lies in its cultural leadership.  

“Here at the New Zealand Māori Arts and Crafts Institute, we are not just preserving our taonga tuku iho—we are shaping the future of Māori artistry and identity. Strong leadership, grounded in our values and traditions, ensures that our arts, crafts and culture continue to flourish for generations to come.”

At Te Puia, many guides come from a long line of tourism operators, tracing their lineage back to the first tour guides of Te Arawa, who brough manuhiri to see the Pink and White terraces.  

Redwoods Treewalk is another famed operator in Rotorua. Their most recent offering aims to add value to visitor experiences. 

Opening in September 2025, the Redwoods Treewalk and Nightlights operator will begin welcoming visitors through the Redwoods Glowworms experience. This will be a 70-metre long, and 5 metre high “eco-cave” at ground level that visitors can walk through, experiencing 5000 glow worms.  

“With Redwoods Glowworms, we are taking guests on a journey unlike any other, deep into an eco-friendly cave designed to highlight the delicate beauty of these extraordinary creatures,” says cofounder Bruce Thomasen. 

“Our mission has always been to provide unique and immersive experiences that celebrate the beauty and magic of the forest environment.

“This new addition will continue our legacy of innovation and eco-tourism excellence.”