Our Purpose & Core Values

Building Deeper Connections

We believe that our strong purpose, core values and guiding principles are the key to our company’s success and growth. These are the building blocks for our business ethos and mindset. They keep us real and true to ourselves and our guests.

Our Purpose

Our purpose is to “foster deeper connections between our manuhiri (visitors), our land and our culture through exceptional travel experiences”.

This is an affirmation of our reason for being in business and conveys who we are and what we stand for. We use it to shape how we communicate with employees, partners and customers. It is the driving force that enables us to define who we are and to strengthen our company culture.

Our Guiding Principles

Haka Tourism Group is committed to respectfully incorporating Māori principles and values into our business practices. 

We’re guided by the three core Māori values of Whanaungatanga (relationships and feeling a sense of belonging), Kaitiakitanga (guardianship and the connection between people and the natural world) and Manaakitanga (hospitality and the act of caring for a person’s mana). 

Recognising that these traditional values are a compelling part of what makes New Zealand hospitality so special, we strive to operate in accordance with these principles across all our brands.

Haka Tourism Group Core Values

These are the values we live and work by. These values are our  bench-mark; our way of monitoring ourselves, both in internal relationships and our external communications and services.From day one, every Haka Tourism Group staff member is encouraged to take these values to heart.


The Haka family trust one another, treat each other well, and put equality and honesty at the heart of all we do.

Aotearoa Proud

We care deeply about this land, and we aim to work as a company to share the unique culture, geography and history of Aotearoa by still respecting the land. Huge strides leaving few footprints. From encouraging customers to recycle to continuously learning and sharing our knowledge of culture, history & geography to our guests.

Keeping it Real

We owe our big success to our small company roots, and to the genuine, fresh attitude that keeps us grounded and relevant. No egos, no bull.


Pooling expertise and paying attention to detail are our recipe for top-quality products and services. Aiming sky high – and hitting the target – is the secret of our ever-growing commercial success.

One In A Million

At Haka, it’s of the utmost importance we deliver the best customer experiences and great customer service. Our customers are as individual as fingerprints, and we strive to create flexible, personalised products and services that make everyone feel included, whether they’re 18 or 80.

Reach For It

Boundary-pushing isn’t just for our adventure tourists – it’s our key to innovation and staying ahead of the pack. If it can be done better, we’ll always find a way.