The Cook Islands Government has taken a bold step towards a sustainable and inclusive future with the establishment of the Destination Stewardship Advisory Group (DSAG).

Led by Prime Minister Mark Brown, this initiative will drive the nation’s transition to a Destination Stewardship model, ensuring tourism continues to deliver long-term benefits for all Cook Islanders while protecting its natural and cultural heritage.

Tourism has long been the backbone of the Cook Islands’ economy, supporting livelihoods, infrastructure, and environmental stewardship. Following the challenges of the COVID-19 pandemic, the nation rebuilt its tourism sector, achieving strong performance in 2024. Building on this momentum, the Government is focused on ensuring tourism remains resilient, sustainable, and inclusive.

Prime Minister Brown emphasised the sector’s importance, stating, “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.”

A New Tourism Model

The Destination Stewardship model represents a transformative shift in the Cook Islands’ tourism strategy, moving from a growth-driven approach to a more holistic one. This model integrates economic prosperity, environmental protection, and cultural preservation, aligning with the Cook Islands’ National Sustainable Development Agenda (NSDA+) and global Sustainable Development Goals (SDGs).

The DSAG will oversee the development and implementation of the Cook Islands Destination Stewardship Plan (DSP), fostering collaboration between government, private sector, and community stakeholders. With representatives from key government agencies, Cook Islands Tourism Corporation (CIT), and industry leaders, the DSAG will ensure a cohesive, nation-wide approach to sustainable tourism.

Project Management Unit

To support the DSAG, a dedicated Project Management Unit (PMU) will be established alongside Cook Islands Tourism Corporation. Over an initial 12-month period, the PMU will focus on implementing the DSP through a phased, actionable framework. Its responsibilities include developing key projects, engaging stakeholders, and providing regular progress updates to the DSAG and Cabinet.

The PMU will ensure that tourism strategies align with national priorities and sustainability goals while addressing critical challenges and opportunities identified during the planning process.

Government Commitment

Cabinet has endorsed the DSAG’s objectives, recognising their alignment with the Cook Islands’ national priorities and the importance of the DSP in ensuring tourism remains the nation’s most significant economic driver. The Government has emphasised the need for a cohesive, all-of-government approach to align policies and resources, safeguarding the tourism sector as a catalyst for long-term sustainable growth.

Prime Minister Brown noted, “Tourism continues to play a vital role in shaping our nation’s economy and identity. Through the DSAG and PMU, we are ensuring tourism evolves to reflect our shared commitment to sustainability, inclusivity, and cultural pride.”

A Sustainable Vision

Tourism has demonstrated its transformative potential for the Cook Islands. The DSAG and PMU will build on this success by focusing on:

• Equitably distributing tourism’s benefits across communities.
• Protecting and preserving the Cook Islands’ cultural and environmental assets.
• Aligning tourism strategies with national and global development goals to foster a sustainable and resilient future.

Prime Minister 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 not only drives economic growth but also reflects the values of sustainability and cultural pride that make our nation unique. Together, we are setting a gold standard for sustainable tourism in the Pacific and beyond.”

Cook Islands Tourism Release