Māori working in tourism negotiate moral terrains of their own world and those of visiting tourists, all of which are layered with colonial and capitalist values of Aotearoa New Zealand and beyond. We draw on research with Māori tourism providers in the North Island’s central, coastal and northern regions to address the question: How and in what ways do Māori working in tourism (re)construct their places and identities through practising Māori values in Aotearoa New Zealand’s tourism spaces?