19 Mar 2026
Creative New Zealand, the national arts development agency, has today released two landmark strategies that set a new long-term direction for how the arts and ngā toi Māori (Māori arts) will be supported and developed.
Together, the strategies set a vision for an Aotearoa New Zealand where vibrant arts and ngā toi flourish – enriching everyday life, strengthening communities and connecting New Zealand’s creativity with the world.
Tū Mai Rā, Toi Aotearoa is Creative New Zealand’s first 15-year strategy and sets a bold new course through to 2040. The Toi Ora Strategy will guide support for ngā toi Māori to 2030.
Kent Gardner, Arts Council Chair, says “These new strategies mark a turning point – not just for Creative New Zealand, but for how the arts and ngā toi Māori are valued and supported across Aotearoa. We didn’t arrive here lightly. We listened hard to artists, communities and practitioners who were frank about what’s working and what isn’t – and we’ve built these strategies around that honesty.”
“What came through clearly is that the arts and ngā toi Māori are central to how New Zealand understands itself and how we connect with the world. But for that to mean something real, artists need viable careers, communities need genuine decision-making power, and investment needs to be sustained. These strategies commit us to all three – and the Arts Council will ensure Creative New Zealand delivers on that commitment.”
“The strategies signal an important shift in Creative New Zealand’s approach, strengthening the role of communities in shaping arts development and deepening our focus on advocacy, partnerships and long-term investment in the arts”, Kent says.
Kura Moeahu and Puamiria Parata-Goodall, Co-Chairs of the Arts Council’s Komiti Māori, are looking to a bright future for ngā toi Māori.
“Toi Ora Strategy speaks to kotahitanga – unity of purpose – as we work to uplift the mana of ngā toi”, Kura and Puamiria say. “We’ll continue to support ringatoi and hapori to create and present Māori arts that inspire people everywhere. We’ll do this with communities and others who share a deep aroha for this important kaupapa.”
Gretchen La Roche, Creative New Zealand’s Chief Executive outlines that now with the long-term vision clear, the focus shifts to bringing the new plans to life.
“We want to match the bold ambition of these strategies with concrete results”, says Gretchen.
“We’ve already begun changing the way we do things, with a greater focus on the impact of investment, rather than simply output. We know our new more relational approach is working better for creatives, artists and ringatoi.”
“Yet to fully realise the opportunities the creative sector offers, we need to secure increased investment in the arts. To achieve this, we believe we need to take a different approach.”
“Our next big shift is from our current, centralised approach towards a strong national network of efficient, effective and collaborative regional delivery partners. Crucially, this will also enable us to get more money out to the sector. By doing this, we will be able to do more of the work that we know will make the biggest difference to the arts in the long term.”
“We’re excited to be working with communities to give them more of a say in their own future, and we’ll be talking more about our plans for this in the coming weeks and months”, Gretchen says.
Creative New Zealand’s strategies are now available on the agency’s website:
Together, all three strategies help deliver to Amplify: A Creative and Cultural Strategy for New Zealand, which sets out Government’s national direction for the wider industry to 2030. Creative New Zealand will continue play an important role in realising these aims, and is leading several actions under the strategy.
Amplify is available at: https://www.mch.govt.nz/our-work/arts-sector/amplify-creative-and-cultural-strategy-new-zealand
Media contact:
Feilidh Dwyer
Senior Communications Adviser
media@creativenz.govt.nz
Further information:
Tū Mai Rā, Toi Aotearoa is Creative New Zealand’s new strategy to 2040.
The vision is: The arts and ngā toi Māori are flourishing: created by a thriving arts community, enriching lives here and around the world.
Alongside the vision, six long-term goals will guide Creative New Zealand’s work.
- Empowered communities, of all kinds, making decisions on the arts and ngā toi Māori closest to them.
- Thriving artists, ringatoi and practitioners, with viable creative careers, supported by a strong arts infrastructure.
- He mana toi, he mana tangata, ngā toi Māori and ringatoi Māori are visible everywhere and highly valued as part of the distinct identity of Aotearoa, which is admired globally.
- Powerful and resilient Pacific arts, led by enterprising and innovative Pasifika people, for Aotearoa, Te Moana-nui-a-Kiwa and the world.
- Inspired New Zealanders, embracing the arts and ngā toi Māori every day.
- A valued arts development agency, leading with impact and delivering for Aotearoa New Zealand.
Toi Ora Strategy will steer Creative New Zealand’s work to support ngā toi Māori in the medium term, to 2030.
As reflected in the long-term goals in Tū Mai Rā, Toi Aotearoa, the moemoeā (vision) for ngā toi Māori is: Ngā toi Māori and ringatoi Māori are visible everywhere and highly valued as part of the distinct identity of Aotearoa, which is admired globally.
Work under five focus areas will support achieving the strategy’s moemoeā.
- Toi Tangata (people and infrastructure).
- Toi Taiao (environmental guardianship).
- Toi Ki Te Ao (global connection).
- Toi Tuia (meaningful partnerships).
- Toi Tuku (how Creative New Zealand works, through Te Kaupapa o Toi Aotearoa, the Creative New Zealand way).
Creative New Zealand’s Pacific Arts Strategy has also been updated, to align it with the new strategies. It will continue to guide the agency’s work to elevate the arts of the Pacific peoples of Aotearoa New Zealand.