Dr. Kelly Bricker, a Professor and influential board member of the Global Sustainable Tourism Council (GSTC), recently visited the Cook Islands, specifically the islands of Rarotonga, Atiu, and Aitutaki, to conduct an in-depth destination assessment. As a globally respected expert in sustainable tourism, Dr. Bricker has been instrumental in establishing worldwide standards for responsible tourism practices, aiming to balance tourism development with environmental, cultural, and community preservation.

This assessment represents a unique and critical opportunity for Cook Islands Tourism to engage deeply with local stakeholders, community leaders, and residents across the islands. By involving our people, the initiative seeks to align tourism strategies with the important values and needs of the Cook Islands, with a focus on identifying the actions required to ensure the sector's long-term sustainability.

Through a collaborative approach, Cook Islands Tourism aims to develop a framework that protects and promotes the health of our ao rangi (environment), supports and celebrates peu maori (indigenous culture), and nurtures the well-being of tupuranga tangata (our people).

This foundational work will not only safeguard the natural and cultural heritage of our little paradise but also enhance the visitor experience, allowing tourists to have more meaningful engagement with Cook Islands culture and natural beauty. By establishing better sustainable tourism practices, Cook Islands Tourism is taking proactive steps to preserve its unique identity and way of life for generations to come.