Ureia the Kaitiaki

Ureia - The Heart of Our Kaitiaki Story

Giving Back Through Tourism

At Destination Hauraki Coromandel, we believe that tourism should give back, enriching the lives of locals and visitors while helping protect and restore the land, culture, and biodiversity that make this place special. That belief is what led us to create GOOD FOR YOUR SOUL - Kaitiaki. A way for everyone to contribute to local conservation through tree planting, predator control, and support for community-led restoration.

Every Kaupapa Needs a Tohu

But every kaupapa needs a tohu, a symbol that carries its story, values, and vision. Ours began with a connection.

With support from Creative Coromandel, we were introduced to Bridgette from Koukou Creatives, a talented designer born in Thames. Bridgette set out to create a tohu that showcases Hauraki and the care people hold to this.

The Story of Ureia

After much consideration, Bridgette presented Ureia, a shape-shifting kaitiaki of Pare Hauraki, whose story is woven through the land and waters of the region. Ureia took the form of a whale to guide the Tainui waka safely to Aotearoa, carving swirling rivers and whirlpools through Hauraki and down the Karangahake Gorge whilst shifting through many forms. His legacy is etched in the landscape, and now, in our tohu. For this initiative to be represented by Ureia is significantly humbling, while also representing the challenge ahead for Hauraki Coromandel.

The Design of The Tohu

Our tohu takes the form of Te Tara o Te Whai the stingray for which the Coromandel Peninsula is named. The tail of the whai represents Ureia himself, shaped by the powerful rivers he created. Across its wings, the Rauawa pattern symbolises that ancestral voyage from Hawaiki. At the heart of the whai lies the Aronui diamond, composed of three triangles acknowledging Hauraki Whānui known as Ngā Tai Papakitoru the original tribes of Hauraki, the Marutūahu tribes, and iwi that were gifted land in Hauraki.

Running down the spine of our whai are Unaunahi notches signifying strength, health, and abundance. Five in particular to represent our communities aspirations: Regenerate the environment; Honour past and future; Nourish creativity, arts and culture; Reflect community priorities; Uphold mana whenua aspirations. (See Hauraki Coromandel Destination Management Plan).

More Than a Logo

This tohu isn't just a logo. It's a reminder that we are all kaitiaki, guardians of this place, and that together we can leave a legacy of restoration and connection through tourism. When visitors plant a tree, support predator control, or simply learn about the stories behind the land, they become part of something bigger, something GOOD FOR YOUR SOUL.