The Cook Islands, with its rich cultural heritage and pristine natural beauty, has long been a beacon for tourists and researchers alike. However, in recent times, the islands have been plagued by a disturbing trend: the proliferation of fake customs and traditions.

This phenomenon not only undermines the authenticity of the Cook Islands’ cultural heritage but also poses significant risks to both locals and visitors. Custom means the ancient custom and usage of the Natives of the Cook Islands.

The advent of the internet and social media has made it easier than ever for misinformation to spread. In the Cook Islands, this has manifested in the form of fabricated customs and traditions being promoted online and in mainstream media platforms. These fake customs often appear convincing, complete with detailed descriptions and even staged photographs. They are sometimes propagated by individuals or groups looking to exploit the cultural allure of the islands for personal gain. Titles are elevated from one class to a higher, like a Rangatira becoming a Mataiapo or new titles being created without a history.

Tourism is a vital part of the Cook Islands’ economy. Visitors come from all over the world to experience the unique culture and traditions of the islands. However, when tourists are misled by fake customs, it can lead to disappointment and a tarnished reputation for the Cook Islands. In many situations’ visitors are being told invented stories of our heritage sites. For instance, tourists who participate in staged ceremonies or purchase inauthentic cultural artifacts may feel deceived, leading to negative reviews and a decline in tourism.

The spread of fake customs also poses a serious threat to the Cook Islands’ cultural heritage. Authentic traditions, passed down through generations, are at risk of being overshadowed by these fabrications. This not only diminishes the value of genuine customs but also confuses both locals and visitors about what is truly part of the Cook Islands’ cultural identity.

Addressing the issue of fake customs requires a concerted effort from both the government and the community. Here are a few steps that can be taken:

• Education and awareness: Educating both locals and tourists about the importance of preserving authentic customs is crucial. Awareness campaigns can help people distinguish between genuine traditions and fabrications.
• Regulation and enforcement: The government can play a key role by regulating cultural activities and enforcing laws against the promotion of fake customs. This includes monitoring online platforms and taking action against those who spread misinformation.
• Community involvement: Local communities are the custodians of their cultural heritage. Encouraging community involvement in preserving and promoting authentic customs can help safeguard the Cook Islands’ cultural identity.
• Collaboration with tourism operators: Working closely with tourism operators to ensure that they promote authentic cultural experiences can help maintain the integrity of the Cook Islands’ tourism industry.

The Cook Islands’ cultural heritage is a precious asset that must be protected. The rise of fake customs is a serious issue that threatens the authenticity and integrity of the islands’ traditions. By taking proactive steps to combat this problem, we can ensure that the Cook Islands remain a true reflection of its rich cultural history, providing genuine and meaningful experiences for all who visit.

William Framhein