As we celebrate a successful year for Cook Islands tourism and our economic recovery from COVID-19, Cook Islands Tourism Corporation (CIT) reaffirms our commitment to ensuring this success endures for generations.

Over the past year, our islands have welcomed visitors from around the world, and the benefits have been felt across our communities. Economically, we are thriving. Now, the focus shifts towards what matters most - the wellbeing of our people, environment, and culture.

While our tourism model isn't perfect, we are better positioned than ever to drive meaningful change. The good news is that economic success and mana tiaki—our commitment to guardianship—can now work hand in hand. With demand for the Cook Islands at an all-time high, we are focusing more on the quality of international visitors, not just the quantity. Our goal is to create opportunities for these visitors to contribute in more meaningful ways—not just financially, but socially, culturally, and environmentally—helping build a sustainable future for tourism in the Cook Islands.

Our Shared Responsibility

Balancing economic prosperity with the wellbeing of our islands and people is a shared responsibility. Under the "Love Our Little Paradise" banner, this effort must involve everyone—tourism operators, the community, government agencies, NGOs, and visitors—working together to preserve what makes the Cook Islands special.

This concept of shared ‘destination stewardship’ is not new; Mana Tiaki - the concept of guardianship - has always guided our way of life. Karla Eggelton, CIT’s CEO, explains: “Sustainable travel, responsible tourism, destination stewardship—whatever you call it, the goal is the same. We need tourism to give back to the people and islands so our paradise thrives. Akaperepere ia to tatou parataito, kia vai e motukore uatu”.

Destination Development and Marketing

Developing tourism responsibly is key. Historically, CIT has been tasked primarily with destination marketing, but we are increasingly embracing our role as a Mana Tiaki. This shift allows us to better collaborate with aligned stakeholders, support the development of sustainable tourism models, and help deliver visitor experiences that protect our environment and culture.

While CIT’s role has evolved, destination marketing remains a crucial component. However, it’s no longer about simply attracting more visitors, but about attracting those who align with our values. We seek visitors who respect our culture, care for our islands, and contribute to our communities. These are the visitors who also stay longer, explore further, and connect more deeply, and are essential for a sustainable tourism future.

How We're Looking After Our Little Paradise

Our refreshed "Love Our Little Paradise" brand reflects our commitment to Mana Tiaki. While much progress has been made, there is still much to do. Here’s what the CIT team are working on to strengthen our efforts:

• Market Positioning Strategy: We are assessing how we present the Cook Islands globally, focusing on which countries offer the best balance of visitor demand that align with our values. This strategy is about staying true to who we are as a people, place and product, remaining authentic to our culture and values.
• Global Sustainable Tourism Council (GSTC) Assessment: We’re identifying areas for improvement and developing a roadmap for protecting our environment, culture, and communities, using global best practices. The roadmap will guide our collaboration with stakeholders to implement sustainable tourism measures.
• Carrying Capacity Model: We are developing a model to better manage factors that constrain our ability to sustainably host visitors. We’ll refine this model to address future challenges, with input from community groups, tourism operators, and local authorities.
• Collaboration and Co-Development: We want to strengthen our partnerships with stakeholders—tourism operators, government agencies, NGOs, and community groups—and develop a more inclusive model where every voice is heard in shaping the future of tourism.
• Training and Development: We’ve started equipping local businesses and tourism operators with the tools they need to adopt sustainable practices, and we plan to expand training programs to empower a thriving, responsible tourism industry.
• Destination Stewardship Strategy: In the near future, we will lead the development of a strategy that captures and actions our shared approach. This strategy will transform destination stewardship from a concept into a practical plan that guides tourism management and is embraced by all stakeholders.

Looking After Our Paradise, Together

As we celebrate World Tourism Day this Friday 27th September, we look toward the future with a renewed sense of purpose. Through "Love Our Little Paradise" and the principle of Mana Tiaki, our goal is to ensure tourism remains a positive force—enriching the lives of locals and visitors alike while preserving the natural beauty and cultural heritage of our islands for generations to come.

The road ahead requires dedication, collaboration, and commitment, but we are ready to meet this challenge. We all have a vital role to play in protecting and nurturing what makes the Cook Islands truly special.

Want to learn more?

Join our CIT Global Business Update on Tuesday 1st October:

Rarotonga: Edgewater Resort and Spa, 8am for 8:30am start

Aitutaki: Tamanu Beach Resort, 6pm for 6:30pm start