The objectives of this research are: To understand tourist interest in Māori cultural tourism products, and To learn about working through the challenges that rural Māori have in developing tourism businesses. Demand for Māori ecotourism is relatively small within New Zealand tourism, and international visitors know surprisingly little about products that are not the standard kapahaka show. When they experience these more subtle forms of Māori tourism, however, they enjoy them. This implies three things. First, there is potential to grow the market for ecocultural tourism products. Second, New Zealand tourism marketing needs to reflect a greater diversity of Māori tourism products. Third, eco-cultural tourism businesses need to work carefully on locating their market and thinking about how best to sell to them in the current tourism climate.