Listening First: Building Better Tourism Support in Aitutaki

By
Cook Islands Tourism

From 18–23 May 2025, Cook Islands Tourism’s Industry Development Team travelled to Aitutaki to conduct a needs assessment with local tourism operators. This visit wasn’t about presentations — it was about listening, learning, and understanding the real challenges and aspirations of the people shaping Aitutaki’s visitor experience.

Across five days, the team engaged with operators in accommodation, tours, hospitality, and transport. Guided by responsible tourism values, the conversations revealed not just what businesses needed, but how they felt. “This didn’t feel like an inspection,” one operator shared. “It was a chance to talk about what’s really going on.”

Staffing shortages, infrastructure gaps, and online platform issues surfaced frequently, along with a strong desire for fit-for-purpose tools. “We just need things that actually work for us — checklists, signage, clear booking info,” said another operator. Many also expressed a need for cultural support: “I want to tell our stories better, but I’m not always confident where to start.”

These insights are already shaping the refreshed Cook Islands Quality Assured (CIQA) programme and new toolkits tailored to local realities. Immediate resources like guest orientation templates, local directories, and housekeeping guides will roll out soon, while medium-term plans include cultural guide training and youth engagement strategies.

Operators appreciated the genuine approach. “You came to listen. That means a lot,” one business owner remarked.

This engagement is part of a bigger shift — toward development that starts with local voices. By listening first and designing support with communities in mind, Cook Islands Tourism is building a stronger, more resilient tourism sector — one that fits the people and places it serves.