Abstract
Tourism has been portrayed as a sector that can create economic opportunities for Indigenous people through the development of Indigenous tourism and the generation of employment especially in regional and remote areas. This article presents a case study of Maori ecotourism that describes a business model that invests in and supports the building of capacity and enterprise while balancing both cultural and economic values. We posit a hybrid business model that "fits" with context-specific socio-historical culturally constituted frameworks, which incorporate a language of "economic diversity". Using the framework of diverse economies we challenge tourism academia to move toward more flexible forms of understanding economic practice and the aspirations of Indigenous people today.