In the melee of global politics, cultural tourism has seldom received attention. Yet tourism has developed into a significant industry for economies around the globe. Within tourism, ecological and cultural tourism sectors have grown dramatically. However, much of this growth has progressed in a rather unorganized fashion. Little planning has been done, leading to the detriment of sensitive cultures and ecosystems. While New Zealand seemingly could have fallen into this exploitative trap because of its unique cultural and environmental assets, the country has taken prominent steps to balance the protection of indigenous Maori culture with attempts to realize the economic gains tourism can provide.

Central to New Zealand's plans is the innovative "Tourism Strategy 2010." Written in 2000 by a panel of government ministers and private business owners, the plan develops a comprehensive vision for tourism in the next ten years. Its goal is to realize an additional NZ$11.1 billion dollars (US$7.2 billion) in revenue over projections without reform. Over the past two years the strategy seemed to be working. New Zealand has been named the top tourist destination by the Lonely Planet travel guide series. International visitor arrivals are up 14.3 percent while expenditures by international visitors are up 28.8 percent. Since international tourism contributes 4.5 percent of New Zealand's gross domestic product and one in ten jobs are related to tourism, a concerted effort toward maximizing revenue makes sense.

Driving this boom is an extensive grassroots economic training program coupled with intense targeted marketing and international advertising. New Zealand keeps meticulous visitor statistics that allows it to profile and target tourists in different countries according to their interests. It accomplishes this through exit surveys at major airports that track visitor stay and expenditure. With this data, New Zealand has spent millions to attract specific groups of people and promote general awareness of its tourism options through such diverse venues as advertisements in the London Underground and specials on the US-based Discovery Channel. In a competitive world, New Zealand is using easily obtainable data to find its tourist niche.

New Zealand also fuels its growth through internal development. To accomplish this goal, programs have been developed that provide start-up information, advice, and funding with special emphasis on Maori and cultural enterprises. Attention has also been given to training programs that develop skills vital to a strong tourism industry. Apprenticeship programs will add 82 new skilled workers to the industry this year, with plans to expand this program much further.

However, New Zealand is also treading carefully in its development. Recognizing its unique assets of the Maori people and stunning landscapes, New Zealand is taking steps to ensure that tourism is sustainable and integrated with native culture. In most other countries, including neighboring Australia, encounters between tourists and native cultures have often commoditized the host culture while providing visitors with unauthentic cultural experiences. In many countries tourism has been more of a problem than an asset for those involved. In contrast, New Zealand is taking precautions to prevent the negative side effects tourism can bring. Rather than exploiting Maori culture, the government, tribes, and private industry have worked to ensure its genuineness, with efforts such as the Qualmark stamp and the forthcoming Maori seal of authenticity. These evaluation standards ensure that attractions meet a minimum level of quality while providing an authentic cultural experience. Maori tribal members have also been economically involved as well. Tribes are able to develop and share ideas for economic development through Maori Regional Tourism Groups. They run groups such as Whale Watch Kaikoura, an extensive whale watching service that has been extremely successful with over one million visitors in the past two years. The Maori are expected to receive 20 percent of the 100,000 additional jobs that will be potentially created by "Tourism Strategy 2010." New Zealand is making a concerted effort to partner with the Maori rather than to profit from them.

In an intensely competitive market, New Zealand provides an example of a country that recognizes its natural assets and strives to use them in the best manner possible. Cultural tourism is a particularly sensitive area that New Zealand seems to have handled smoothly. While 2010 is well into the future, New Zealand's strategy seems to be heading in the right direction. As other countries look to expand their tourist offerings while protecting unique assets, it just might make sense to look down under.