The Cook Islands Destination Stewardship Plan aims to balance tourism growth with cultural preservation by addressing challenges like commodification and intellectual property protection through community-driven initiatives and responsible visitor engagement, focusing on authenticity, education and sustainable practices.

The Cook Islands Destination Stewardship Plan (DSP), established by Cook Islands Tourism, prioritises economic prosperity, environmental conservation, and cultural preservation, ensuring a nationwide commitment to sustainable tourism practices.

Currently in development, the nation’s first Destination Stewardship Plan is to ensure tourism decisions put our islands and communities first.

This week, the DSP planning process led by lead consultant, Dr David Ermen, and project lead, Lisa Sadaraka, shared their findings to date, and facilitated deeper focus group discussions on the four key pillars of: community, culture, economy, and environment.

On Wednesday, the culture pillar focus group discussion was held at Tauranga Vananga/Ministry of Culture Development.

Vaka Puaikura’s pe’e at the 2024 Te Maeva Nui was based on the naming of their sea passage Vaitoko, celebrating its popularity. MELINA ETCHES/24080120

Several cultural experts in their respective art attended the session including: Uirangi Bishop (culture performing arts), Stan Wolfgramm (cultural entrepreneur, film story teller), Gina Bamber-Tavioni of Te Toki Tupuna Arts Society, Clive Nicholas (Ta Tatau – tattooist), Papatua Papatua (taunga), James Tuaputa (Taunga o te Are Ariki), Papa Tuaputa (taunga korero), Justina Nicholas (director Tauranga Vananga), Ngatuaine Maui (director Te Papa Turanga Manava Māori Tauranga Vananga), Emile Kairua (Secretary Tauranga Vananga), and Karla Eggelton, chief executive officer of Cook Islands Tourism.

“Tourism’s superpower is promotion,” said Dr Ermen, noting that it also has its part in cultural promotion.

In Rarotonga, cultural authenticity particularly in performances has been a difficult challenge.

“It’s finding that balance in being attractive and being authentic,” Dr Ermen added.

According to Secretary of Tauranga Vananga Kairua, cultural authenticity in the Cook Islands has been tried and tested.

Secretary of Tauranga Vananga Emile Kairua. 24061910

“We’ve got to give tourism what we’ve got, not what they want,” he said, “we focus on providing what we’ve got then we’re not quick to borrow from others...”

Kairua added that culture is also not considered valuable and is rated second best.

This despite several culture dance groups on the island, offering fantastic performances for our visitors.

According to a panellist, fire dancing is not authentic and neither are many of the contemporary dance techniques performed on stage.

“We don’t have an authentic dance today… and do parents really value culture like they say,” asked Jackie Tuara.

In redefining authenticity, Stan Wolfgramm asked: “Who is telling the story first? Take back our story, the narrative. Look at who is telling the story.”

Wolfgramm noted that there should be disclosure from the beginning when sharing knowledge, such as ownership and benefits.

The assessment summary for the focus group integrates findings from various sources to establish a baseline for discussions within the pillar focus groups.

This summary is structured into the following sections: 1. Current situation; 1.1 What is going well, 1.2 Current challenges and 1.3 Global Sustainable Tourism Council Pillar Culture summary.

To help prepare for the session, participants were encouraged to bring with them any additional information or provide feedback on each of the sections.

Participants were invited to share their inputs and to discuss implications.

1. Current Situation

1.1 What is going well

Based on the consultation workshops in Rarotonga and Aitutaki in January/February 2025, the following themes emerged as positives in the feedback collected in the Culture pillar:

A: Cultural promotion through events and programmes – Cultural festivals such as Te Maeva Nui offer opportunities for both locals and visitors to engage in traditional practices, ensuring that cultural heritage is celebrated and passed on to future generations.

This includes:

• Te Maeva Nui: The annual festival brings youth together to celebrate Cook Islands culture through dance, music, and traditional practices.

• Cultural programmes in schools: Initiatives incorporating traditional dances, drumming, singing, and legends into the curriculum, fostering cultural appreciation among the younger generation.

• Traditional greetings: Traditional greetings are a way of life and shared with visitors, which helps to build a cultural connection.

B: Tourism helps protect culture – Tourism contributes to the cultural wellbeing of the Cook Islands by supporting local businesses and trade, including in the Pa Enua. Businesses that educate visitors are crucial in promoting cultural understanding and appreciation.

This includes:

• Experiences for tourists keep culture alive: Visitor experiences can help to keep culture alive through performances.

• Give back programmes: Tourism provides support for culture through tourist donations.

• Highland Paradise: Offers cultural tours that educate visitors about Cook Islands traditions and history.

• Safari Tours: Provides immersive experiences that highlight the natural beauty and cultural heritage of the islands.

C: Community engagement and collaboration – Culture encourages community engagement and collaboration, fostering a sense of unity and pride among locals. Initiatives like Vaka Pride and Oe vaka involve all ages, especially youth, in cultural activities, strengthening community bonds and cultural identity. These are attractive events for visitors too.

This includes:

• Vaka Pride: A movement that promotes cultural pride and unity through various community-led initiatives.

• Oe Vaka: Involves youth in traditional canoeing activities, promoting cultural heritage and physical fitness.

D: Cultural education and awareness – Tourism serves as a platform for cultural education and awareness, providing visitors with opportunities to learn about Cook Islands traditions and values. Workshops, storytelling, and traditional medicine practices offer insights into the cultural fabric of the islands.

This includes:

• Intergenerational storytelling: Engages visitors in the oral traditions of the Cook Islands, preserving legends and cultural narratives.

• Traditional medicine: Potential to educate tourists about the traditional healing practices and medicinal plants used by Cook Islands healers.

• Kia Orana values: Emphasise the importance of hospitality and cultural respect, attracting international visitors who appreciate the unique cultural experiences offered by the Cook Islands.

E: Cultural support and governance – The Are Ariki/House of Ariki is an important institution in protecting culture and traditions. Government support and international partnerships are important for maintaining culture and sharing it with the world. Participants appreciate funding opportunities.

This includes:

• House of Ariki: Traditional governance is an essential pillar of community and culture.

• Government support of culture: Government programmes support cultural preservation through the dedicated ministry.

• International partnerships in culture: Tourism fosters international support and partnerships, helping to protect and promote Cook Islands culture on a global scale.

• Funding opportunities: Some funding is available for cultural initiatives.

According to the findings, together, these provide an overview of positive impacts on culture, which the DSP will aim to enhance or promote.

Positive initiatives that were specifically mentioned include:  Highland Paradise, Safari Tours, Kia Orana Values, Tumutoa, Vaka Pride, Oe Vaka and Te Maeva Nui.

1.2 Current challenges

These challenges are based on the consultations in Rarotonga and Aitutaki in January/February 2025, and the following themes emerged as key challenges for the participants in the culture pillar.

A: Cultural authenticity and commodification – Tourism can place pressure on communities to reshape cultural expressions for commercial gain, leading to a loss of authenticity. Traditional practices and values risk being sidelined or distorted in favour of performances tailored to visitor expectations.

Issues include:

• Loss of traditional techniques: Traditional fishing methods are being forgotten, impacting cultural heritage.

• Cultural commodification: Culture is often used for revenue-making purposes, leading to a loss of authenticity.

• Performative culture: Cultural expressions, such as dancing, are becoming competitive rather than authentic.

• Inappropriate use of humour: Humour during cultural experiences can lead to a loss of authenticity.

• Tourism revenue can drive commodification: While tourism brings money, it can also lead to cultural commodification and loss of authenticity.

B: Cultural heritage and intellectual property protection – Cultural expressions, artefacts, and knowledge are often used without appropriate recognition or protection, making them vulnerable to exploitation. Strengthening intellectual property rights is essential to safeguard the integrity and ownership of cultural heritage.

Issues include:

• Lack of IP protection: Traditional music, dances, and books lack intellectual property protection.

• Importing fake artifacts: Artifacts from overseas are sold as Cook Islands products, diluting cultural heritage.

• AI and IP protection: The rise of AI challenges intellectual property protection for cultural expressions.

C: Cultural influence and external pressures – Globalisation, neighbouring islands’ influences, and digital platforms can erode or reshape traditional practices. These pressures may lead to cultural blending or the adoption of external identities, affecting the distinctiveness of local culture.

Issues include:

• Adopting other cultures: There is a tendency to adopt and claim other cultures as our own.

• Neighbouring islands’ influence: Modernisation and influence from neighbouring islands affect cultural practices between islands.

• Social media impact: Social media affects cultural practices and perceptions.

D: Community Leadership and Intergenerational Transmission – Elders play a vital role in preserving and passing on cultural knowledge, while younger generations, particularly millennials, are key to revitalising practices in modern contexts. Supporting community-led initiatives ensures culture is lived, not just remembered.

Issues include:

• Supporting elders: Elders who hold traditional knowledge need support in modern times.

• Community involvement: Encouraging local experiences and arts and crafts sessions can help preserve culture.

• Millennials’ role: Millennials are proactive in revitalising and strengthening cultural practices.

E: Governance, policy and regulation – Government policies and planning frameworks need to actively support cultural preservation while managing tourism growth. Clear guidelines on visitor numbers, immigration, and cultural funding help maintain cultural integrity and sustainability.

Issues include:

• Government support: There is a perceived lack of government support and value for cultural preservation.

• Immigration and visitor policies: Policies need to balance cultural preservation with tourism growth.

• Visitor cap: There is a need to regulate the number of tourists entering the country or specific sites to protect cultural integrity.

F: Cultural norms, values and visitor awareness – Preserving cultural values requires respectful visitor behaviour, appropriate dress and conduct, and stronger cultural education. Reinforcing Christian and indigenous values helps communities maintain identity and pride in the face of growing tourism.

Issues include:

• Visitor behaviour: Inappropriate visitor behaviour can disrupt cultural norms and sites.

• Dress code and respect: Visitors must respect cultural sites and dress appropriately, especially in religious contexts.

• Cultural education: There is a need for more cultural education to ensure the preservation and understanding of cultural values.

• Christian values: As a Christian nation, there is a need to promote these values alongside traditional cultural values.

• Core values: Emphasising core cultural values is essential for cultural preservation.

These points show the primary concerns of the participants in the workshops and provide a basis for goal setting, according to the Cook Islands Destination Stewardship Plan team, The goals for the culture pillar aim to address the challenges identified and increase the benefits generated for the Cook Islands.

The key question the DSP is trying to answer, with help from the focus group, is: What cultural wellbeing goals should we aim to achieve through tourism?

Based on the consultation findings, the following potential goals are suggested based on the consultations and the Global Sustainable Tourism Council (GSTC) assessment for discussion in the focus group.

Goal 1: Strengthen cultural authenticity in visitor experiences

Objective: Develop and promote cultural experiences that reflect genuine traditions and avoid performative or commodified.

Parties involved: Cultural practitioners, tourism operators, Ministry of Culture, Cook Islands Tourism, and House of Ariki.

Benefits supported: Keeps culture alive through meaningful experiences, builds cultural connection.

Challenges addressed: Loss of traditional techniques, performative culture, commodification.

Goal 2: Protect and enforce intellectual property rights

Objective: Strengthen awareness, enforcement, and practical use of the Traditional Knowledge Act (2013) to protect cultural IP in tourism.

Parties involved: Ministry of Culture, legal advisors, tourism businesses, and House of Ariki.

Benefits supported: Protects cultural expressions from misuse, attracts responsible tourism.

Challenges addressed: Lack of IP protection, importing fake artefacts, AI misuse.

Goal 3: Build cultural education into all visitor touchpoints

Objective: Integrate cultural awareness messages and storytelling into all stages of the visitor journey, from booking to departure.

Parties involved: Tourism operators, Cook Islands Tourism, Ministry of Culture, and accommodation providers.

Benefits supported: Enhances visitor respect, deepens cultural appreciation.

Challenges addressed: Inappropriate visitor behaviour, lack of cultural education, dress code issues.

Goal 4: Establish codes of conduct and monitoring for cultural sites

Objective: Develop codes of practice for visitor behaviour and operator conduct at cultural sites, with systems to monitor and manage impact.

Parties involved: Landowners, cultural site managers, CIT, and Ministry of Culture.

Benefits supported: Protects sensitive sites, promotes cultural respect.

Challenges addressed: Visitor impact, lack of formal visitor management, inappropriate behaviour.

Goal 5: Support intergenerational transmission of cultural knowledge

Objective: Invest in initiatives that support elders to teach traditional knowledge and engage youth in cultural revival.

Parties involved: Community groups, elders, Ministry of Culture, education providers, and CIT.

Benefits supported: Strengthens cultural continuity, empowers youth.

Challenges addressed: Supporting elders, loss of traditional techniques, generational disconnect.

Goal 6: Expand cultural participation through community events

Objective: Support and expand inclusive cultural programmes like Te Maeva Nui, Vaka Pride, and Oe Vaka to involve broader community participation.

Parties involved: Event organisers, youth organisations, schools, Ministry of Culture, and CIT.

Benefits supported: Builds pride, unity, and community identity.

Challenges addressed: Cultural influence from external pressures, community disengagement.

Goal 7: Improve access to funding for cultural enterprises

Objective: Strengthen mechanisms to directly channel tourism revenue and grants to community-led cultural initiatives.

Parties involved: Government (finance and culture), donor agencies, NGOs, and Cook Islands Tourism.

Benefits supported: Empowers communities and sustains cultural activities.

Challenges addressed: Perceived lack of support, dependency on unpaid work, fragile funding base.

Goal 8: Establish a cultural certification or accreditation programme

Objective: Recognise businesses that embed authentic cultural practices, uphold IP rights, and involve local communities.

Parties involved: CIT, Ministry of Culture, and business associations.

Benefits supported: Incentivises responsible tourism and builds visitor trust.

Challenges addressed: Cultural commodification, IP misuse, inconsistent quality.

Goal 9: Promote cross-sector collaboration on cultural sustainability

Objective: Create a permanent cross-sector group (culture, tourism, education, governance) to align efforts on cultural preservation and tourism development.

Parties involved: Ministries, traditional leaders, tourism council, and community representatives.

Benefits supported: Aligns policies, builds unity across efforts.

Challenges addressed: Fragmented support, policy gaps, inconsistent approaches.

Goal 10: Use interpretation and storytelling to deepen cultural understanding

Objective: Improve interpretation of cultural sites and tourism products, including community-led storytelling and multilingual materials.

Parties involved: Community historians, tourism operators, interpreters, Ministry of Culture, and CIT.

Benefits supported: Enhances visitor learning, preserves oral history.

Challenges addressed: Limited site interpretation, poor cultural understanding by visitors.

Goal 11: Monitor and manage cultural impact of tourism growth

Objective: Introduce systems to track tourism’s cultural impacts and inform visitor caps or zoning if needed.

Parties involved: Cook Islands Tourism, planning authorities, community groups, and landowners.

Benefits supported: Safeguards cultural integrity, supports long-term planning.

Challenges addressed: Unregulated visitor growth, pressure on sacred or sensitive sites.

Goal 12: Promote cultural values in tourism messaging

Objective: Ensure tourism communications and activities align with the Cook Islands’ cultural values.

Parties involved: Cultural groups, cultural leaders, CIT, and tourism operators.

Benefits supported: Maintains national identity and pride, attracts value-aligned visitors.

Challenges addressed: Cultural erosion, loss of core values, inappropriate messaging.