Strategic Direction

Our Strategic Direction

Our strategic direction is guided by our kaupapa; Tāmaki Makaurau, a city alive with creativity. To achieve this, we work to create a stronger sector voice, build understanding of the sector’s needs, and encourage a collaborative strategic response to those needs.

Our strategic priorities and outcomes were shaped in response to our kaupapa; Tāmaki Makaurau, a city alive with creativity. They are informed by our whakatauki, Seek the pathway of creativity as a kete of inspiration for Auckland and supported by the five pou of our mahi.  Our pou provide the conceptual pillars for our action; convene; advocate; activate; disrupt; decolonise.  We follow a defined process for strategy activation, and evaluation to measure our Impact.  Our Investment policy guides our use of funds to support initiatives that contribute to our strategic priorities.


In March 2020, Te Taumata Toi-a-Iwi launched a new strategic direction.  Read what our former Chair, Heta Hudson, and our CEO, Alison Taylor, said at the time of the launch about our focus on strengthening of the ecosystem that makes Tāmaki Makaurau a city alive with creativity.

Our Whakatauki

Our whakataukī is at the heart of our strategy.

Whāia te toi huarewa o te auahatanga , hei kete toitoi manawa mō Tāmaki Makaurau 

Seek the pathway of creativity as a kete of inspiration for Auckland 

Our Kaupapa

Our kaupapa states what we aim to achieve by strengthening our city's arts and culture ecosystem.

Tāmaki Makaurau a city alive with creativity.

Our Five Pou

Our work is supported by our five pou, these are the pillars around which our initiatives will be built.

Our Priorities

Our strategic priorities define our key areas of activity in the sector.

Our Theory of Change

Our theory of change weaves together our kaupapa, values, pou and priorities; showing how these interlink and connect to our outcomes. It connects our work to our intentions for impact.

Commitmentto Māori

Te Taumata Toi-a-Iwi is committed to support the Mana Motuhake of the Māori arts sector in Tāmaki, and will champion the role Māori arts and the contribution Māori artists make to the arts sector and the wellbeing of all in Tāmaki.  Click here to read our commitment to the Māori arts sector.