The research report, commissioned by the Dunedin City Council with the support of the University of Otago, reveals more than a third of tourists visiting the city wanted a genuine Maori cultural experience.
The 59-page study, The Potentials of Maori Cultural Tourism Products in Otepoti Dunedin, written by Jeurgen Gnoth, Daniel Gnoth and Suzanne Boyes, concludes that the potential for Maori tourism products was "immense".
Of the 247 tourists surveyed in the report, 36% indicated they were interested in experiencing Maori culture.
Maori tourism products such as those involving traditional food, the landscape or a contemporary Maori art centre to cater for the large community of contemporary Maori artists would be better suited to Dunedin, the report says.
"Historical and stereotypical forms of mass Maori tourism would not be sustainable in Otepoti. This is due to the lack of support this form of tourism would receive from the local community."
DCC economic development unit manager Peter Harris said the report showed there was "substantial demand" for Maori cultural experiences, and the unit, along with Tourism Dunedin, would work with local Maori and tourism operators to capitalise on the interest.
Tourism Dunedin chief executive Hamish Saxton said tourists were interested in cultural tourism. Dunedin, often the first port of call for cruise ships, was ideally suited to new Maori tourism ventures.
A Ngai Tahu Tourism spokesman said tourists to New Zealand valued Maori culture and were keen to learn more and "we welcome studies that show this to be the case".
Despite the findings, the company had not planned nor was planning to enter the Dunedin market.
Otakou runanga spokesman Edward Ellison said besides the city's wildlife attractions, tourists wanted to know more about the history and culture of the area and the iwi should capitalise on that interest.
