This mapping provides an overview of the cultural and creative industries in Aotearoa, drawing on existing quantitative and qualitative research in the sector. It comes at a timely moment, with the landscape on the brink of potentially significant sociopolitical and economic change. In 2026, the country’s national arts agency will be changing how it invests in cultural institutions long-term and who those institutions will be; there will be a national election, and, following a period of recession, it is likely that the country will see a more stimulated economy.

These shorter-term currents occur against a backdrop of more enduring evolution: a more confident expression and experimentation by Māori and Pacific artists, and a consideration among creative practitioners of their place in Aotearoa. As always, both environmental and financial sustainability remain key challenges given the country's size and geographical isolation — but they also offer opportunities, as these same factors cultivate a community of well-connected artists well-versed in innovation and experimentation.

Technology continues to evolve, creating challenges for the sustainability of the media sector (and, consequently, coverage and critical documentation of artists) and posing new questions about data sovereignty and how emerging digital technologies may both support and undermine the work of creative practitioners.

For those who are interested in working with and in Aotearoa, beginning with a strong cultural foundation — as you would with any other country — is paramount, particularly as relationships are a fundamental foundation within te ao Māori (the Māori world). The challenges presented in this mapping also highlight the strategic opportunity to invest in platforms that facilitate international collaboration and exchange, and to allow artists themselves to develop the alchemical bonds that lead to true magic.

For touring companies and practitioners, the country's unique geography presents both challenges and opportunities that should be taken into account, and part of ensuring a successful tour will be developing a thoughtful engagement plan that reflects a deep understanding of the communities in which you are presenting work.

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