Rotorua Rafting

What Rotorua Rafting does

Rotorua Rafting Limited is a privately held, founder-owned adventure tourism company based at Ōkere Falls, approximately 20 minutes from Rotorua, New Zealand. Founded in 2011 by four-time Extreme Kayaking World Champion Sam Sutton, the company operates guided whitewater rafting experiences on the Kaituna River (Ōkere Awa), including the flagship Grade 5 run over Tutea Falls — the world's highest commercially rafted waterfall at 7 metres — and a Grade III beginner-friendly option on the Ōkere Awa section. The company sells directly to consumers through its own website (powered by the Rezdy booking platform), by phone, and on-site, with per-person transaction pricing (e.g., $75pp for Grade III). Customer segments span international and domestic tourists, families, school groups (NCEA-aligned programmes, 40,000+ students served), and corporate/private groups (stag/hen dos, team building).

The product portfolio centres on rafting and has expanded into adjacent adventure offerings: Rotorua Ziplines (launched March 2022 as a sister operation co-marketed via combo packages), Rangitaiki River rafting as an alternative venue, adventure combos pairing rafting with hot pools and boat transfers, NCEA-aligned school resources, group bookings, gift vouchers, on-river photography via PicThrive, and a free post-raft sauna positioned as unique on the Kaituna River. All guides hold NZ Grade 4/5 river instructor certifications combined with backcountry rescue and first-aid credentials. Supporting technology is conventional for tourism: Rezdy for booking and payments, Wherewolf for digital waivers, Google Analytics for web tracking, and PicThrive for photo commerce.

The business model is direct-to-consumer transactional revenue per guest, complemented by optional conservation donations ($2.50 per booking directed to Ōkere Falls conservation) and ancillary photo and voucher sales. Rotorua Rafting became New Zealand's first carbon-positive tourism operator via EKOS certification in March 2021 (120% offset) and has invested heavily in conservation — 60,000+ native trees planted, 480+ pest animals eradicated via partnership with Predator Free Ōkere Falls, and 12,000 sqm of farmland restored — embedding sustainability into the operating model. The company is uncapitalised beyond founder equity, holds no subsidiaries, and operates from a single headquarters site with a crew of approximately 10 plus operations staff.

Name

Rotorua Rafting

Legal name

Rotorua Rafting Limited

Website

https://rotorua-rafting.co.nz

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Rotorua Rafting is a privately held, founder-owned adventure tourism company operating guided whitewater rafting on New Zealand's Kaituna River, including the world's highest commercially rafted waterfall, serving tourists, families, NZ school groups, and corporate clients via direct booking.

Ownership category

akta.pro rank

Product category

Adventure Tourism Services

NAICS

Scenic and Sightseeing Transportation, Water (487210), Scenic and Sightseeing Transportation, Water (48721)

SIC

Water Transportation (4400)

akta.pro primary industry

Whitewater Rafting, Kayaking & River Adventures (THAJABAB)

akta.pro secondary industry

Rafting & River Float Trips (Whitewater, Leisure Floats) (THAJAJAI)

Keywords

• Whitewater rafting experiences
• Adventure tourism services
• Guided river rafting
• Zipline adventures
• School group excursions

Headquarters

HQ city

Rotorua

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Whitewater Rafting Experiences: Primary revenue stream from guided whitewater rafting on the Kaituna River (Grade 5) and the Ōkere Awa section (Grade 3). Sold as individual bookings, group bookings, school trips, and corporate events. Revenue is transaction-based per person per trip.
2. Raft + Hot Pool Combo Packages: Bundled adventure packages pairing Kaituna River rafting with Rotoiti Hot Pools, ziplining, and other local activities. Revenue shared with partner operators or retained as package margin.
3. Ziplining Experiences: Ziplining over waterfalls and native forest at Ōkere Falls, operated in conjunction with Rotorua Ziplines.
4. Gift Vouchers: Prepaid gift vouchers sold through the Rezdy booking platform, redeemable for any Rotorua Rafting experience.
5. Photography Sales: On-river action photography sold to participants after trips via PicThrive storefront.
6. Conservation Donations: Optional $2.50 donation added at checkout during online booking, directed to the Ōkere Falls conservation fund for planting, pest control, and community projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Rotorua Rafting operates guided whitewater rafting on the Kaituna River (Ōkere Awa) in Rotorua, New Zealand, featuring the world's highest commercially rafted 7-metre Tutea Falls plus 14 additional rapids (Grade 5 flagship experience and a Grade III beginner option). The company also sells ziplining over waterfalls, combo packages with hot pools, school group programmes with NCEA assessment resources, gift vouchers, and on-river photography.

Product overview

Rotorua Rafting operates as a multi-experience adventure tourism company offering whitewater rafting as its core product on the Kaituna River, featuring the world's highest commercially rafted 7-metre Tutea Falls. The product portfolio includes two distinct rafting tiers: the Grade 5 flagship experience for thrill-seekers and the Grade III Okere Awa option for beginners and families. Complementary adventure products include Rotorua Ziplines (launched 2022), Rangitaiki River alternatives, and Adventure Combos bundling rafting with hot pools and ziplining. Additional offerings encompass school NCEA assessment programs, group bookings, gift vouchers, post-raft sauna access, and on-river photography services. All products are booked through the Rezdy platform and delivered from the Ōkere Falls base.

Differentiator

Problem solved

Functional benefit

Products and services

• Kaituna River Whitewater Rafting (Grade 5) Flagship whitewater rafting experience on the Kaituna River featuring the world's highest commercially rafted 7-metre Tutea Falls and 14 Grade 5 rapids through native forest gorges. Targeted at thrill-seekers and adventure tourists visiting Rotorua.
• Okere Awa (Kaituna River Grade III) Beginner-friendly whitewater rafting on the lower section of the Kaituna River featuring 9 Grade III rapids, designed for first-timers, families with children aged 10-13, and summer visitors. Includes a guided nature walk into the half-way point.
• Rangitaiki River Rafting Alternative whitewater rafting experience set in a remote canyon, offering 14km of Grade 3-4 whitewater when Kaituna conditions are unsuitable.
• Rotorua Ziplines Zipline adventure experience through native forest and over waterfalls at Ōkere Falls, with six lines reaching speeds up to 80kph, featuring cultural interpretation and conservation education. Owned by the same founder (Sam Sutton) and co-marketed with Rotorua Rafting.
• Adventure Combos & Packages Package deals combining rafting with ziplining, Rotoiti Hot Pools access, and boat transfers, offering full-day adventure experiences at Ōkere Falls.
• School Assessments & NCEA Resources Educational school trip packages including NCEA Achievement Standards resources (Levels 1-3) for Physical Education, river safety skills training, and native tree planting activities. Targeted at New Zealand secondary schools booking structured outdoor education trips for students aged 13-18, with groups from 6 to 300 students.
• Gift Vouchers Digital gift vouchers for Rotorua Rafting adventure experiences, available for purchase through the Rezdy booking platform and redeemable against any rafting, ziplining, or combo experience.
• Group Bookings Tailored group experiences for corporate events, stag/hen parties, team building, and family reunions, with dedicated guides and custom itinerary options.
• On-River Photography Professional on-river photography service capturing rafting experiences, available for purchase through the PicThrive platform after each trip.

Quantifiable outcome

• 10,274 trips completed and 97,969 guests served (as stated on homepage)
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Predator Free Ōkere FallscoreStrategic or Co-development Partner · 1 January 2022Rotorua Rafting works alongside Predator Free Ōkere Falls to run trap lines through the Ōkere Scenic Reserve. As of 2026, the combined effort has removed more than 480 pest animals (rats, possums, stoats, ferrets) from the reserve. In 2026 the company committed to walking all trap lines at least once per week.
• Te Arawa Lakes TrustcoreStrategic or Co-development Partner · 1 January 2022Rotorua Rafting partners with the Te Arawa Lakes Trust and the 'Catfish Killas' initiative to check, clear, and monitor catfish eradication nets in Lake Rotoiti. Catfish are one of New Zealand's most damaging freshwater pests, and the partnership aims to protect the lake and river systems that feed into the Kaituna.
• Catfish KillascoreStrategic or Co-development Partner · 1 January 2022Working alongside Te Arawa Lakes Trust, the Catfish Killas initiative eradicates brown bullhead catfish from Lake Rotoiti through net checking, clearing, and monitoring. Catfish churn up lakebeds, destroy aquatic vegetation, and create turbid conditions harmful to native species.
• Rotorua ZiplinescoreStrategic or Co-development PartnerRotorua Ziplines is a sister adventure operation at Ōkere Falls offering ziplining over waterfalls and native forest. Owned by the same founder Sam Sutton, it is co-marketed with Rotorua Rafting as part of combo packages. Construction launched in 2022.
• Ōkere Falls StoreminorGTM or Marketing PartnerThe Ōkere Falls Store is located next door to Rotorua Rafting's base. It provides lunch catering options for school groups and post-raft refreshments for all guests. Referenced as a convenient local partner for provisions and dining.
• Rotoiti Water ShuttlesminorGTM or Marketing PartnerRotoiti Water Shuttles provides water taxi transport to Manupirua Hot Pools on Lake Rotoiti, accessible only by boat. Included as part of the Raft & Hot Pool combo packages offered by Rotorua Rafting.
• New Zealand Whitewater AcademyminorGTM or Marketing PartnerLocated at Ōkere Falls, the New Zealand Whitewater Academy offers kayaking courses for all skill levels. Mentioned alongside Rotorua Rafting as a complementary adventure option in the Ōkere Falls area for visitors seeking more intensive paddling skills development.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Franz Josef Glacier Guides: West Coast NZ adventure operator running guided glacier trips and heli-hikes. Comparable in delivering high-skill, guide-led adventure experiences with strong safety credentials to international visitors, but in a different NZ region and different activity.
• Taupo Tandem Skydiving: NZ skydiving and adventure operator near Taupo. Comparable as a guide-led NZ adventure tourism business targeting international thrill-seekers, though operating a different activity in the central North Island.
• Skydive Franz Josef & Fox Glacier: NZ adventure tourism operator offering tandem skydiving over glaciers. Comparable as a guide-staffed, adrenaline-led NZ adventure tourism business targeting international visitors, though in a different region and activity category.
• Wildwire Wanaka: NZ via ferrata climbing adventure operator near Wanaka. Comparable as a high-skill, guide-led adventure tourism business serving international visitors in NZ with strong safety culture, though in a different activity.

Direct peers

• Go Orange NZ: NZ multi-activity adventure tourism operator offering rafting, jet boating, and cruises. Directly comparable in combining water-based adventure with combo packages and serving international visitors in NZ.
• Shotover Jet: Queenstown-based jet boat adventure operator offering high-adrenaline water experiences to international tourists. Directly comparable in thrill-driven water-based tourism, marketing channels, and tourist segment, though operating in a different NZ region.
• Kaituna Cascades: Direct competitor operating whitewater rafting on the same Kaituna River at Ōkere Falls. Most comparable peer — same river, same waterfall access, overlapping tourist customer base, and similar Grade 5 rafting product offering.
• River Rats Rafting: New Zealand whitewater rafting operator with multiple river locations. Direct peer in NZ rafting tourism serving a similar adventure tourist segment with comparable trip-based per-person pricing.
• Rangitata Rafts: South Island NZ whitewater rafting operator on the Rangitata River offering Grade 3–5 trips. Directly comparable in activity type, safety standards, and target customer, though based in a different NZ region.

Broad incumbents

• RealNZ (Real Journeys): Larger NZ tourism operator offering cruises, adventures, and attractions across the South Island and Doubtful Sound. Comparable in delivering scenic water-based experiences to international tourists, though much broader in portfolio and geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Rotoruarafting
• Instagraminstagram.com/rotoruarafting
• LinkedInlinkedin.com/company/rotorua-rafting

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rotorua Rafting