A new organisation is being set up to establish a cultural tourism footprint in Tauranga.

Te Whanau Tapoi Maori ō Tauranga Moana – an incorporated society currently representing 14 Maori tourism operators will be launched on Saturday.

The tourism operators will collectively promote stories of the region.

Spokesperson Reon Tuanau of Ngai Te Rangi and Ngati Ranginui says, 'We've got experiences for anyone looking to learn more about Tauranga – via e-bike tour, stand-up paddleboard, healing retreat, Harley Davidson motorcycle and more.”

Reon says the society wants to grow the offering, both in business numbers and public recognition of the undeniable reputation of Tauranga Moana as a culturally rich place of discovery.

'Te Whanau Tapoi Maori o Tauranga Moana is about restoring 'mana tapoi” for Tauranga Moana and establishing something authentic to us here,” he says.

Associate Minister of Tourism Peeni Henare, who will be speaking at the launch, says he supports the society's intentions to promote a cultural tourism offering in Tauranga.

'The kaupapa of Te Whanau Tapoi Maori o Tauranga Moana is exactly what Aotearoa and Tauranga needs to authentically welcome manuhiri mai tawahi (international visitors) back to our shores in the post-Covid-19 environment,” says the Minister.

Tourism Bay of Plenty chief executive Kristin Dunne says the organisation decided to focus on cultural tourism development through a specific resource hired in October 2018 to build relationships with iwi and hapu.

'Tauranga Moana has all the makings for an authentic, intimate cultural tourism offering. We are proudly assisting iwi/hapu members to tell their stories on their terms,” says Kristin.

Reaon says, 'We've got the coast, the islands, Mauao, incredible legends of bravery shown in the Maori Land Wars, and a strong tangata whenua presence. Following thorough consultation, the collective has the blessing of kaumatua to share our stories with manuhiri.”

Turanga kaumatua and Tourism Bay of Plenty chief executive Kristin Dunne will speak about the society's importance at the launch at Pilot Bay on Saturday. It will then be opened to the public to discover the new tourism experiences.