About Us

Company Stats

Guests Welcomed
Years in Business
Happy Staff

Who We Are

Haka Tourism Group encompasses brands across the guided adventure, snow, backpacker accommodation, and educational & sport travel market.

Founded in 2007 by Ryan Sanders, we are the New Zealand experts and invested in being the best in the business by putting the customer at the centre of all we do and truly understanding what makes Aotearoa/New Zealand so special (hint: it’s not just the stunning scenery and epic landscapes). 

And although we came from humble beginnings, our story demonstrates what it means to be a tourism innovator – seeing a gap in the market and daring to try to fill it with outstanding results.

Our niche tourism and hospitality brands and integrated business model have earned us awards and accolades, but it is our common sense of purpose and our core values that truly drives our success and unites our Haka whānau (family) to deliver exceptional guest experiences.

Our Big Hairy Audacious Goal


To have welcomed 1 million manuhiri into the Haka whānau by 2025.

How we're doing!25%

Our Story

Haka Tourism Group was born from the initiative of one man who wanted to reimagine how small group adventure tours were run in New Zealand. From the trail-blazing first tour in June 2007 there’s been no looking back, and we’ve grown to five+ brands and numerous staff. 

Ryan Sanders was on his OE (a Kiwi rite of passage where New Zealanders live overseas for a few years) and had climbed the corporate ladder in British banking sector, but found himself day-dreaming about a life more adventurous. 

He decided that in order to combine his love for travel and adrenaline pursuits with his personal ambitions, he needed to run his own company. So he sat down and wrote a business plan for a travel company based in Aotearoa. That plan evolved into action and  the seed for Haka Tours and Haka Tourism Group was sown.

Our Values

Alongside our strong purpose, our core values and guiding principles are key factors in our ongoing success.

Our Awards

We work hard to provide exceptional tourism experiences, and while the absolute best reward is guest feedback, we also love to be recognised by our industry.

Our Brands

From educational or snow tours to premium backpacker lodges and adventure New Zealand multi-day tours, our suite of complementary tourism brands showcases the best of Aotearoa. 

Super Team

Behind every great tourism experience we offer is a team of fantastic and passionate professionals who are guided by our leadership team. Cultivating a leadership mindset from the top down and nurturing staff development, our leadership team are the bees knees in creating a fantastic working culture and service delivery model.

Why Are We Called Haka?

Our purpose is to foster deeper connections between our manuhiri (guests), our land and our culture through exceptional travel experiences, and we wanted a name that was truly reflective of this purpose and the cultural education that underpins all our tours. But calling ourselves Haka Tourism Group means we have a significant responsibility to live up to the mana that this name deserves, by ensuring we operate a world-class tourism business.

We went through a lengthy intellectual property (IP) process and submitted to the Māori Advisory Committee and were genuinely honoured to be granted the right to use the name Haka Tours. But that is just the beginning and we have a Māori Cultural Advisor, Eru, whose purpose is to develop our teams cultural capability and knowledge, to ensure we honour our name by being an example of cultural best practice.

  • This company has taught me so much about the tourism industry – both in New Zealand and globally. The company provides many opportunities for advancement and training to further your personal and career development. It’s great to work somewhere where you feel valued as an employee and everyone at HTG genuinely cares about one another. Every day is a new adventure with amazing teammates!

    Kelly Fitzgerald
    Sales & Operations Coordinator, Haka Educational Tours