Even though the Māori language obtained official language status some 27 years ago, Māori are still expending energy to revitalise and normalise the language within Aotearoa New Zealand. The challenge for Māori is to win the hearts and minds of mainstream New Zealanders, now and in the future to understand the enormous value of the language to the nation across the board – in education and media, in tourism and the broader economy, and to culture and society.