The realisation of the developmental aspirations of Indigenous communities requires a reframing of economy and economic representation. The “diverse economies” framework provides a platform from which to counter the dominant Western narrative surrounding notions of economy, and bring to the fore forms of enterprise and practices all too often “hidden” or viewed as alternative, and therefore deemed inferior. This paper explores the notion of economy and economic activity through the lens of diverse economies to best represent the complex and multidimensional nature of Māori small and medium-sized enterprises—pakihi Māori.

Māori working in tourism negotiate moral terrains of their own world and those of visiting tourists, all of which are layered with colonial and capitalist values of Aotearoa New Zealand and beyond. We draw on research with Māori tourism providers in the North Island’s central, coastal and northern regions to address the question: How and in what ways do Māori working in tourism (re)construct their places and identities through practising Māori values in Aotearoa New Zealand’s tourism spaces?