People and culture
Meet the many stories of New Zealand.
From Māori voyagers and Pacific communities to city makers, rural innovators and outdoor enthusiasts, people give Aotearoa its character.
Explore Māori cultureA living identity
Many backgrounds, shared place.
New Zealand is a diverse, largely urban country shaped by Māori foundations, Pacific connections, migration and generations of local ingenuity. Its identity continues to change as communities bring new languages, food, ideas and creative work into everyday life.
Travel is one way to encounter that identity: through cultural experiences, regional food, galleries, neighbourhoods, sporting traditions, farms and the landscapes people care for.
Aotearoa through its people
Stories carried across the Pacific
Māori ancestors navigated vast ocean distances using knowledge of stars, currents, winds and landmarks. Their arrival and settlement established enduring relationships with the land, waterways and communities of Aotearoa.
Later migration brought people from Europe, the Pacific, Asia and many other parts of the world. These communities have contributed to the country’s languages, businesses, arts, celebrations and everyday culture.
Travel thoughtfully: seek out locally led experiences, learn the meaning of places and follow guidance that protects cultural sites and the natural environment.
Resourceful by nature
Distance and varied terrain have encouraged practical problem-solving. New Zealanders are known for adapting tools, building solutions and pursuing creative work in fields that range from agriculture and engineering to film, design, technology and sport.
Life outdoors
Coastlines, forests, lakes and mountains are close to many communities, making outdoor recreation part of daily life. A short beach visit, a bush walk, paddling trip or local reserve can be as important to the national rhythm as a major expedition.
Modern communities
New Zealanders live in cities, small towns, farming districts and remote communities. Contemporary identity is not one fixed character: it is expressed through many perspectives, family histories, creative practices and ways of belonging.
Respect and connection
Visitors can contribute to positive encounters by taking time to listen, learning correct pronunciation where possible, respecting tikanga and local customs, and leaving natural and cultural places as they found them.
Plan a meaningful visit
Leave room for local perspective.
Build a journey that supports community businesses, includes time for cultural learning and keeps the environment in view.
- Choose experiences led by local communities
- Learn before visiting significant cultural places
- Allow time for conversation, food and everyday discoveries
- Travel lightly through natural environments
Helpful context
Questions about people and culture
Who are Māori?
Māori are the Indigenous people of Aotearoa New Zealand. Māori language, values, arts, history and relationships with place remain an important part of the country’s identity.
What does “Kiwi” mean?
“Kiwi” is an informal term commonly used for people from New Zealand. It also refers to the native, flightless bird, so context matters.
How can visitors engage respectfully with Māori culture?
Choose authentic, locally led experiences, listen carefully, ask permission where appropriate and follow guidance about photography, sacred places and tikanga.
Is New Zealand mainly rural?
New Zealand includes farms and small communities as well as vibrant cities. Most people live in urban areas, while rural landscapes remain central to the country’s economy and identity.
Where can I find cultural experiences?
Explore the Māori culture, attractions, tours and regional sections to find museums, performances, food, storytelling and guided experiences.