Cook Islands Tourism says that while managing visitor behaviour is an ongoing effort, success depends on delivering clear messaging across multiple channels, reinforcing expectations through consistent signage, and providing accessible guidance.

This was Cook Islands Tourism Marketing Corporation (CITMC) Board’s response to the Public Accounts Committee (PAC) Annual Review 2022-2023 and Other Reviews recommendations.

PAC had recommended that Cook Islands Tourism continue its efforts to educate and raise awareness among visitors about the importance of respecting the cultural and traditional values of the Cook Islands and its people - specifically, around respectable dress wear in town and while attending church services.

CITMC responded that visitor behaviour is a key focus in ensuring that travellers engage respectfully with the Cook Islands throughout their journey. This requires identifying opportunities to connect with visitors before, during, and after their trip.

“Cook Islands Tourism plays a crucial role in this by developing visitor guidelines, promoting cultural and environmental awareness, and collaborating with key stakeholders to encourage responsible tourism. Strategic investments in infrastructure-such as waste disposal stations and signage-help facilitate responsible behaviour, while incentives for sustainable choices, enforcement measures, and continuous monitoring drive ongoing improvements.”
Tourism stated in its report that proactive steps support a balance between tourism growth and community and environmental well-being.

“With particular reference to appropriate dress for town and church services, CITMC continues to roll out awareness messages highlighting dress codes in public spaces. Similar messaging has been included on arrival cards, with further support materials in development to address this ongoing concern.

“A comprehensive approach to addressing these touchpoints and broader visitor behaviour requires collaboration and integrated support from the appropriate resources and stakeholders.”
The report further stated that the recent establishment of the Destination Stewardship Advisory Group (DSAG) and the ongoing development of a comprehensive Destination Stewardship Plan will contribute to a more efficient and coordinated approach.

According to Tourism Cook Islands 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.

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 PAC also recommended that the Cook Islands Tourism encourage and pioneer a debt / equity fund designed to provide seed investment to the Pa enua residents for tourism projects that have a realistic potential for the future like holiday homes and small businesses including food supply in agriculture and fishery.

In response, the CITMC says it has commenced due diligence in collaboration with key stakeholders including Bank of Cook Islands , Ministry of Finance and Economic Management, Business Trade and Investment Board, and the Chamber of Commerce, to develop policies that will define the framework's functions.

It further stated that the desired mechanism needs to be well-structured, transparent and ensures long-term sustainability and local economic growth. And with the establishment of the DSAG the programmes can be thoroughly assessed, ensuring that any emerging challenges are effectively addressed.