Sector insights
  • $19.225bn
    GDP - Billion in 2022 Prices from Toi Mai Sectors (Infometrics)
  • 147,856
    Filled Jobs in 2022 (Infometrics)
  • 10.3%
    of employees in Toi Mai sectors were Maori (Census 2018)
  • 37%
    of Toi Mai sectors workforce were self-employed in 2020 (StatsNZ IDI)


Toi Mai is the Ohu Ahumahi workforce development council for the creative, cultural, recreation and technology sectors, represented under the umbrella of Ngā Peka o Toi: 

  • Toi Pāho (broadcast and screen)  
  • Toi Puaki (expressive arts)  
  • Toi Whānui (enabling technologies)  
  • Toi Māori (practitioners specialising in the creation of taonga works)  
  • Toi ā-Ringa (art and design)  
  • Toi Ora (sport, recreation and cultural organisations)

Our kaupapa is to create a vibrant and inclusive Aotearoa workforce by identifying discrepancies between vocational education and training providers and the workforces in our sectors. By engaging with and getting feedback from industry, we aim to empower rangatahi and underrepresented communities, such as Māori, Pacific peoples, tāngata whaikaha, the neurodiverse, LGBTQIA+ and wāhine, to access fulfilling and sustainable careers.