Air New Zealand will end a ban on staff having visible tattoos, in a move it says will allow staff to express cultural and individual diversity.
Some New Zealanders with Maori heritage wear tattoos to mark their genealogy and heritage.
The airline said from 1 September, all employees will be able to display “non-offensive” tattoos at work.
It said there was growing acceptance of tattoos, particularly as a means of personal expression.
The airline’s tattoo restrictions attracted criticism and some accused it of hypocrisy for using other aspects of Maori culture – such as language and symbols – in its marketing efforts.
Local media also reported the policy shift comes after high-profile cases of individuals who had been refused roles at Air New Zealand because of visible tattoos.
Air New Zealand Chief Executive Officer Christopher Luxon said the firm wanted to embrace diversity and allow employees “to express individuality or cultural heritage”.
“We want to liberate all our staff including uniform wearers such as cabin crew, pilots and airport customer service teams who will, for the first time, be able to have non-offensive tattoos visible when wearing their uniforms.”
The airline said research found one in five adult New Zealanders has at least one tattoo, with more than 35% of people under 30 tattooed.