This conceptual paper offers an exploratory insight into the example of Māori tourism in New Zealand which illustrates how Indigenous tourism can demonstrate a values-filled approach to tourism. Māori engagement with tourism is based on Māori culture and values and this shapes tourism in distinct ways. These values include: whanaungatanga emphasizing attaining and maintaining relationships; kaitiakitanga referring to guardianship, care and protection;and . manaakitanga defined as hospitality and is manifested as caring and/or sharing with others. Māori have engaged with tourism since the colonization of New Zealand and there is extensive research detailing these Māori values in action through tourism. Our analysis builds on this to suggest that this models a “values-filled” approach to tourism of important significance. Māori culture and values shape an engagement with tourism that is unique and supports Māori thriving, tourists’ satisfaction and enhancement of New Zealand tourism. This analysis is supported with illustrative cases.