The Cook Islands Government has taken a bold step towards sustainable tourism by launching the Destination Stewardship Advisory Group (DSAG).

This initiative, led by Prime Minister Mark Brown, marks a transformative shift in the nation’s tourism strategy, ensuring that the industry continues to benefit local communities, preserve cultural heritage, and protect natural resources while supporting economic growth.

Tourism has long been the backbone of the Cook Islands’ economy, playing a critical role in job creation, infrastructure development, and environmental management.

Following a strong post-pandemic recovery in 2024, the Government is now focused on long-term resilience and inclusivity in the sector.

A Vision for Sustainable Tourism

Prime Minister Mark Brown emphasized the significance of this initiative:

“Tourism has been the lifeblood of our economy for decades. Sustaining its recovery and ensuring it benefits every Cook Islander requires a unified effort across government, the private sector, and our communities. The Destination Stewardship Advisory Group is central to our vision of reimagining tourism as a sustainable force for public good.”

The DSAG’s primary objective is to implement a Destination Stewardship model, shifting tourism from a growth-driven approach to a sustainable and community-focused framework. This aligns with the Cook Islands’ National Sustainable Development Agenda (NSDA+) and United Nations Sustainable Development Goals (SDGs).

Key Functions of the DSAG

The DSAG will develop and implement the Cook Islands Destination Stewardship Plan (DSP), working closely with:

• Government agencies
• The Cook Islands Tourism Corporation (CIT)
• Industry leaders and community stakeholders

The DSP will prioritize economic prosperity, environmental conservation, and cultural preservation, ensuring a nationwide commitment to sustainable tourism practices.

Project Management Unit (PMU) for Implementation

To support the DSAG’s work, the Project Management Unit (PMU) will be established within the Cook Islands Tourism Corporation. Over the next 12 months, the PMU will:

• Develop and execute key sustainable tourism projects.
• Engage local communities and industry stakeholders.
• Provide regular updates to the DSAG and Cabinet.

This ensures that all tourism strategies align with national policies and address critical challenges and opportunities in a structured manner.

Government Commitment to a Unified Approach

The Cook Islands Cabinet has fully endorsed the DSAG’s objectives, recognizing its role in securing the nation’s long-term economic and environmental future. The Government is committed to:

• Aligning tourism policies with sustainable development goals.
• Safeguarding local culture, traditions, and biodiversity.
• Ensuring that tourism growth benefits all Cook Islanders equitably.

A Model for the Future

The Cook Islands’ sustainable tourism vision includes:
Distributing tourism benefits equitably across the islands.
Preserving cultural and environmental assets for future generations.
Strengthening global partnerships to enhance sustainable travel practices.

Prime Minister Mark Brown concluded:

“This is a defining moment for the Cook Islands. By establishing the DSAG and PMU, we are investing in a future where tourism is both an economic driver and a reflection of our values of sustainability and cultural pride. Together, we are setting a gold standard for sustainable tourism in the Pacific and beyond.”

With a unified national strategy, community-driven engagement, and a commitment to sustainability, the Cook Islands is set to lead the Pacific region in responsible tourism development.

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