About Pure Cruise
Pure Cruise is owned and operated by Matt Horder and Annie Walden, who share a deep passion for New Zealand’s stunning scenery, pristine lakes, and the unique experiences they offer. Together, they welcome visitors and travelers to experience all of this aboard one of Pure Cruise’s three vessels on Lake Rotoiti, located in the Rotorua Lakes District.
For over 17 years, Pure Cruise has been proudly owned and operated right here on the shores of Lake Rotoiti. With a strong connection to the lake, its community, and natural surroundings, our small, passionate team is dedicated to sharing authentic local knowledge and creating unforgettable, meaningful experiences for every guest.
Our Mission
At Pure Cruise, our mission is to create unforgettable, authentic lake experiences that connect people with the natural beauty, culture, and geothermal wonders of Lake Rotoiti.
Through personalised private charters and shared cruises, we aim to deliver warm hospitality, environmental care, and high quality service, powered by a passionate team who love sharing the magic of Lake Rotoiti.
We strive to operate sustainably, foster meaningful connections, and make every journey feel special, whether it’s a quiet soak at remote hot pools or a lively celebration with friends and whānau.
Our Vision
To be Aotearoa New Zealand’s leading boutique lake experience provider, celebrated for our innovation, authentic manaakitanga (hospitality), and unwavering commitment to safeguarding and enhancing the taonga (treasure) of Lake Rotoiti.
As proud kaitiaki (guardians), we strive to lead by example through responsible, regenerative tourism that protects this special place for generations to come.
Meet the Team
Founded in 2006, Pure Cruise has since grown into one of the region’s most distinctive lake tourism operators, known for our private and shared charters on Lake Rotoiti.
Managing Director / Chief Skipper
Matt Horder
Matt is a Lake Rotoiti local and the founder of Pure Cruise, established in 2008. With a lifelong career as a skipper and a passion for the water, he’s been a driving force behind the region’s tourism. Known for his innovation, especially in designing and building custom boats, Matt is committed to making Pure Cruise a meaningful part of the local community and sharing the magic of the lake with visitors from near and far.
General Manager / Crew
Felicity (Flic) Roil
Felicity is a Lake Rotoiti local with over 10 years' experience in admin and outdoor tourism. As General Manager, she keeps everything running smoothly behind the scenes while making sure every guest has a great experience. Her local knowledge and friendly, professional approach are a big part of what makes Pure Cruise special.
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Operations Manager / Skipper
Torrey Archibald
Torrey brings years of experience in the tourism industry, especially in guiding and outdoor adventures. As Operations Manager and Skipper at Pure Cruise, he’s known for his wide skill set, calm approach, and friendly nature. Whether he’s managing operations or out on the lake, guests can feel confident they’re in safe hands with Torrey.