Since 1975, Te Wiki o te reo Māori has celebrated the use of the Māori language. Now in its 46th year, Māori Language Week has again promoted te reo Māori across the motu - kia kaha te reo Māori.
In Rotorua, New Zealand's cultural capital, the tourism industry uses reo Māori daily. Destination Rotorua Marketing Manager Haydn Marriner says the language should be celebrated every day.
"One of my favourite phrases I've taken from Scotty Morrison, who's also from here in Rotorua," Marriner said. "It's really geeky because I'm actually a massive geek and it's 'turou hawaiki', and it actually means 'may the force be with you'."
"He aha te mea nui o te ao, he tangata, he tangata, he tangata," Rotorua Canopy Tours general manager Paul Button said. "What is the most important thing, it's the people, it's the people, it's the people.
"I think it's really important for us because, you know we see ourselves as a great tourism brand and we want to lead by example," he said. "[It's] part of the visitor experience
to be true to who we really are."