Small Village, Big Impact: How Mārahau is Quietly Leading the Way
Pop into Mārahau on any given day in summer and you’ll witness firsthand the hum of the place heaving with visitors from every corner of the world, enjoying the spoils of paradise. But it's also a place that's been grappling with the pressures of its own popularity, trying to balance the economic and social benefits of tourism with the need to protect and regenerate the very environment that draws people here.
That is where the Mārahau Pledge emerged from – an attempt to reimagine what responsible tourism can look like. It’s an initiative I’ve been deeply involved with from the start, and while it’s not perfect, it represents a new way of thinking about how we can make tourism work for everyone – visitors, locals, and the environment alike.
At the time the Pledge was launched we were watching yet another ‘tourism transformation’ or ‘think tank’ roll out nationally to provide a nationwide response to an issue that is only really felt and understood in the places that absorb the intense popularity of New Zealand’s tourism. It was satisfying and rewarding to know that rather than attempting an academic or hypothetical exercise in regenerative tourism, Mārahau businesses were keen to put real money and commitment on the table, then figure it out as we went.
Now, I’ve been around the visitor sector long enough to know that getting competitors to collaborate is no mean feat. But something special happened in Mārahau. Maybe it was the shared love for this place, or maybe it was the realisation that we were all in the same boat (sometimes literally). Whatever the reason, we managed to get every single tourism operator in Mārahau to sign up to the Pledge, a position that remains today.
The core of the Pledge is simple: every experience from Mārahau is certified zero-carbon, we share knowledge on sustainability practices, and a portion of every ticket goes directly into local projects. We introduced an Environmental Access Fee (EAF) to capture the raft of concession fees and tariffs that are included in paid experiences into the park and made this contribution transparent to visitors, something every operator in the wider Abel Tasman visitor sector has implemented together.
Last season, the Pledge raised around $190,000 to invest into further development and local projects. That’s not pocket change for a small village. The Pledge has the privilege of supporting several seriously epic local initiatives including trapping and pest eradication, track enhancement and signage, wetlands restoration and native plantings, establishing kai gardens and a native nursery, funding practical local improvements, and backing a local sculptural project. And we’re really just getting started.
An Olive Branch to the Skeptics
It’s easy to be cynical. After all, we’ve seen plenty of well-intentioned environmental initiatives come and go, leaving little more than glossy brochures in their wake.
Some might argue that the Mārahau Pledge is just another way for tourism operators to ease their consciences without making meaningful changes. Moreover, the claim of ‘zero-carbon’ experiences understandably raises eyebrows. In a world where true carbon neutrality is fiendishly difficult to achieve, are we oversimplifying a complex issue? Is offsetting really a viable alternative right now?
While these concerns are valid and deserve attention, they also miss a crucial point: The Pledge is not claiming to be a perfect solution, but a starting point for change. For those quick to dismiss it as mere PR, I’d argue that the Pledge deserves a closer look. It’s easy to be cynical, much harder to roll up your sleeves and try to make a difference.
Let’s consider the Pledge fee. Yes, it’s a small contribution in the grand scheme of things. But it’s also a tangible way to connect visitors with the impact of their travels. It starts a conversation, it makes the invisible visible. And those small contributions add up – supporting zero-carbon operations and providing meaningful funds to local projects that are otherwise overlooked. That’s real money going into real projects on the ground.
Zero-carbon is indeed an over-simplification and one that is constantly being interrogated around the table, but it remains one of the better tools we’ve got right now. It pushes operators to continuously assess and improve their practices as it provides a financial incentive to do so. Meanwhile, it flexes the tools of the market (I know, I know!) to make planting and maintaining carbon sinks a financially viable option for landowners. We’re open to ideas and keen to hear about alternatives.
Perhaps the most powerful aspect of the Mārahau Pledge is the least quantifiable: The shift in mindset it represents. By bringing competing operators together around a shared goal, it’s creating a new model of collaboration in an industry often characterised by fierce competition. It puts contribution back to the local community into the spotlight.
The Pledge is still in its early days, and like any young initiative, it faces challenges. There’s a need for more operational capacity, more community outreach, more structure and process. But these challenges also represent opportunities.
The Pledge’s local and nimble approach means it can evolve in response to criticism and new information. This allows for quick adjustments and innovations that might be impossible in more rigid, top-down structures. Put simply – it can be what locals determine it should be – all you have to do is participate in the conversation.
So, is the Mārahau Pledge all promise and potential, or just PR and pitfalls? The truth, as often, lies somewhere in between. It’s an imperfect initiative in an imperfect world. And in a world where the perfect often becomes the enemy of the good, initiatives like the Mārahau Pledge show us that starting somewhere is better than not starting at all.
Where to from here?
As we look ahead, there’s a real sense of possibility and potential. We’re exploring ways to make this initiative work even harder for our community and our visitors.
One idea is a long-term investment fund. It’s not just about splashing cash around now, but rather tucking a bit away for the future. Think of it as a collective piggy bank. By setting aside a portion of the Pledge funds each year, we could build up a tidy sum that gives future generations more options and more say in shaping Mārahau into the future.
We’re also toying with the idea of a seasonal event that really gets visitors stuck in. Imagine a week where folks come not just to admire Mārahau, but to roll up their sleeves and contribute. It could be anything from planting trees to sprucing up tracks. We reckon it’d be a great way for visitors to connect more deeply with this place, and maybe leave with a bit more than just sand between their toes.
But we’re also aware of the need to walk before we run. Our immediate focus is on strengthening the foundations – improving our governance structures, making the Pledge more accessible and visible, enhancing our communication with visitors and the community, and continually refining our approach based on what we learn and hear.
But here’s the thing – we need you. Yes, you. Don’t stop reading now. The Pledge has got off to a good start, but it’s not set in stone. It’s meant to be flexible, responsive, and most importantly, it’s meant to reflect what the community wants and needs.
We need fresh ideas and passionate people to really make the most of what has been started here. Our approach is lean and light. We’re not here to take over or complicate things – we’re allergic to too much paperwork or endless meetings – we’re here to enable and to give that extra push that turns “maybe someday” into “let’s do this today”.
So, here's our pitch to you:
Got a project that could make Mārahau even better? Bring it on.
Spotted a problem that needs sorting? Let’s hear your solution.
Head to marahaupledge.nz to engage with the Pledge and seek support.
Snapshot of local investments
- Mārahau Halo Project for new traps
- Otuwhero Wetlands Trust for native plantings and equipment
- Wakatū Incorporation for establishing Maara Kai and Nursery
- Local Artist Tim Wraight for completing the Sealevel sculpture
- Mārahau Residents Association for place-making improvements
- Abel Tasman Birdsong Trust for signage and the Tinline track restoration
Blog by Johny O’Donnell