The Cook Islands have recently concluded a comprehensive Destination Assessment conducted by the Global Sustainable Tourism Council (GSTC) between September 2024 and January 2025. This initiative underscores the nation’s commitment to fostering sustainable tourism practices that harmonize with its rich cultural heritage and pristine natural environment.
Geographical Context
Situated in the South Pacific, the Cook Islands consist of 15 islands located between French Polynesia to the east and Tonga to the west, approximately 3,000 kilometers northeast of New Zealand.
The islands are of volcanic origin, with Rarotonga—the most populated island—characterized by rugged mountains, lush valleys, and a barrier reef enclosing a serene lagoon.
Purpose of the GSTC Destination Assessment
The GSTC Destination Assessment aims to evaluate the Cook Islands’ tourism sector against the GSTC Destination Criteria, providing a comprehensive overview of sustainable tourism practices across four key pillars:
- Sustainable Management: Assessing governance structures, policy frameworks, and stakeholder engagement in tourism planning and management.
- Socio-economic Sustainability: Evaluating the distribution of tourism benefits to local communities, employment opportunities, and support for local enterprises.
- Cultural Sustainability: Examining efforts to preserve and promote cultural heritage, traditions, and community identity.
- Environmental Sustainability: Analyzing initiatives aimed at conserving natural resources, protecting biodiversity, and mitigating environmental impacts.
The assessment identifies strengths, challenges, and opportunities for improvement, guiding the development of a more sustainable and regenerative tourism model.
Leadership and Vision
Karla Eggelton, CEO of the Cook Islands Tourism Corporation, emphasized the significance of the assessment, stating:
“The GSTC Destination Assessment has provided a valuable opportunity to assess where we stand as a tourism destination and where we need to go. Sustainable tourism is an ongoing journey—one that must deliver real benefits for our people, culture, and environment.”
She highlighted the importance of blending global best practices with local knowledge and traditions to build a resilient tourism model that reflects the Cook Islands’ unique identity.
This approach aligns with the concept of “Mana Tiaki,” a deep-rooted commitment to guardianship, ensuring that sustainability initiatives are shaped by local contexts, priorities, and people.
Development of the Destination Stewardship Plan
Insights from the GSTC assessment are instrumental in shaping the Cook Islands’ first Destination Stewardship Plan, currently under development.
This strategic plan aims to ensure that tourism decisions prioritize the well-being of the islands and their communities, fostering a balanced relationship between tourism growth and the preservation of cultural and environmental assets.
Assessment Process and Findings
The assessment was led by GSTC expert assessors, including Dr. Kelly Bricker, who conducted extensive desktop analyses and a 10-day on-site visit.
During the visit, Dr. Bricker engaged with local authorities and stakeholders to verify compliance with the GSTC Destination Criteria. She observed a strong commitment to sustainable tourism, noting proactive engagement and dedication to responsible stewardship.
The assessment identified areas for enhancement, such as strengthening partnerships, enhancing stakeholder education, and reinforcing policy frameworks to ensure long-term success.
Collaborative Efforts and Acknowledgments
The successful completion of the assessment involved collaboration among various organizations and individuals, including:
- Government Agencies: Ministry of Internal Affairs, Infrastructure Cook Islands, Ministry of Marine Resources, and the National Environment Service.
- Community Organizations: Youth Development of Cook Islands, Cook Islands Society for the Prevention of Cruelty to Animals (SPCA), Te Ara o te Akau, Muri Environment Care, and the Cook Islands Chamber of Commerce.
- Local Councils: Atiu Island Council and Aitutaki Island Council.
The collective efforts of these stakeholders were crucial in providing information and support throughout the assessment process.
Future Outlook
Building on the assessment’s findings, the Cook Islands are poised to enhance their sustainable tourism strategies.
By focusing on environmental conservation, cultural preservation, and community benefits, the nation aims to strengthen its position as a responsible and attractive tourism destination. The forthcoming Destination Stewardship Plan will serve as a roadmap, guiding policies and actions that align with the principles of sustainability and resilience.
Conclusion
The GSTC Destination Assessment marks a significant milestone in the Cook Islands’ journey toward sustainable tourism.
By embracing a holistic approach that integrates environmental, cultural, and socio-economic considerations, the Cook Islands are setting a benchmark for other destinations aiming to balance tourism development with the preservation of their unique heritage and natural beauty.
Image: Global Sustainable Tourism Council (GSTC)
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