Ko te reoruatanga o tō mātou ingoa, e whakapūmau ana i te kaha me te mana o te reo Māori, hei reo ōkawa. Ka whakamana hoki i ō mātou takohanga Tiriti ki te iwi Māori. Ka whakakaha i te hautūtanga ahurea me te whakawhanake i te ōhanaga mō ngā whaitua. Nō konei ka taea te whakawaha i nga tino o Tāmaki Makaurau hei wāhi noho, hei wāhi mahi anō hoki.

Our bilingual name recognises the equal weight and importance of te reo Māori as an official language and our Tiriti-based commitments to Māori. It reinforces the importance we place on cultural leadership and economic development for our region and helps us articulate what makes Tāmaki Makaurau such an incredible place to live, work and do business.

The name Tātaki Auckland Unlimited was finalised with input from the Mana Whenua Forum, Ngā Matarae, and staff. It was officially adopted on 13 May, 2022.

The meaning behind the kupu ‘Tātaki’  

The word ‘Tātaki’ embodies a quality of positive leadership that sets the pace, leading by example. The word 'taki' literally means the spearhead formation used in battle. Tātaki can be used to describe leading a haka, for example, or conducting an orchestra. 

As the agency responsible for enriching cultural and economic life in the city, we create vibrant experiences and support businesses and industry partners towards excellent economic outcomes for the region. Our name establishes a tangible and emotional connection between our people and the community we serve.

It tells the story of the organisation we aspire to be: an organisation that leads by example in honouring Te Tiriti o Waitangi and one that is culturally inclusive, creative, and bold. CEO Nick Hill says:

Tātaki Auckland Unlimited is proud to have such an aspirational and inspirational name; one that demonstrates our commitment to embracing Te Reo Māori and Māori Outcomes through everything we do. 


There is great expectation that comes with the naming of anything in te reo Māori. It breathes life, it has a mauri or essence. There is a responsibility to live up to the name.

Carl Ross, Chief Executive of Te Matatini Society Inc.

Find out more