Te Puia General Manager Sales and Marketing Sean Marsh has helped lead one of New Zealand’s most iconic tourism experiences through a period of significant growth and transformation. 

That journey was recognised at the 2025 New Zealand Tourism Awards, where Te Puia took home the Air New Zealand Supreme Tourism Award, Sudima Hotels Tourism Excellence Award (Large Business) and NZME Visitor Experience Award. The recognition celebrated Te Puia's commitment to delivering exceptional visitor experiences while showcasing Māori culture, heritage and manaakitanga on a world stage. 

As an iwi-owned organisation, the achievement also reflected the growing recognition of Māori tourism leadership at the highest level of the industry. 

For Sean, the awards were about more than winning. They provided an opportunity to reflect on the progress Te Puia had made, recognise the efforts of its people, and share the organisation's story with the wider tourism industry. 

A decision 24 years in the making 

For Te Puia, Sean says that entering the awards began with a simple question. 

“I just emailed the team at TIA and asked, ‘when did we last enter?”. 

Having worked at Te Puia for 15 years, Sean was surprised to discover the organisation hadn’t entered the New Zealand Tourism Awards since 2001. After more than two decades away from the awards, the team felt it was time to share the story of how their business had evolved. 

“We really believed in the changes we’d made in the business, and we thought it was important to share that story.” 

Tell a compelling story 

For Sean, one of the key reasons the submission resonated with judges was the strength of Te Puia’s story. 

“We’d recently completed our Qualmark assessment, so a lot of the information we needed was fresh and readily available. But ultimately, what stood out was the story itself.” 

The submission highlighted Te Puia’s evolution, their commitment to delivering exceptional visitor experiences, and the impact the organisation continues to have on Rotorua’s tourism industry and community.  

“It was a compelling story about where we’d come, what we’d changed, and what we’d achieved.” 

The impact of winning 

Winning the New Zealand Tourism Awards delivered benefits well beyond the trophy itself, strengthening internal culture and fostering a deep sense of pride across Te Puia and its partners.  

“For staff, the recognition validated years of collective effort, reinforcing the value of their mahi and the shared vision they contribute to every day.  

“As an iwi owned organisation, it also carried a deeper sense of pride for Tūhourangi Ngāti Wāhiao and Ngāti Whakaue, especially with fifth, sixth and seventh generation guides who work here.” 

“It’s been hard work, so having that recognition and feeling like we’d achieved our goal meant a lot."

The impact was also felt across Rotorua, with the awards reinforcing Te Puia’s reputation as a leading tourism business and creating a shared sense of achievement across the wider community. 

“Rotorua is a tourism city, and Te Puia is an iconic attraction, so the ripple effect of community pride was felt."

Advice for future entrants 

For businesses considering entering the New Zealand Tourism Awards, Sean’s advice is straightforward. 

“Start early to give yourself time to dive deep. Pulling together evidence, writing the submission and refining the story all takes more time than you’d think."

“Give yourself space to step away from it and then come back with fresh eyes. Every time we reviewed it, we found opportunities to make it stronger.” 

“Involve the right people early, and don’t underestimate the effort required to bring together a strong submission."