The Cook Islands Tourism Corporation (CIT) had announced its new membership in the prestigious Global Sustainable Tourism Council (GSTC).

In a statement, Tourism says this milestone is an example of its increasing commitment to responsible tourism and preserving the Cook Islands’ natural beauty and cultural integrity for future generations.

Cook Islands Tourism chief executive Karla Eggelton said: “Joining the Global Sustainable Tourism Council is a significant step for us.”

“GSTC is recognised globally as the leading organisation that seeks to ensure Tourism fulfils its potential as a vehicle for social, cultural, and economic good while removing and avoiding any negative impacts from its activities in terms of environmental and social impacts. This aligns with our aspiration and taking this step demonstrates our increasing commitment to responsible tourism practices.

“We are eager to collaborate with GSTC to align our collective efforts with global standards, ensuring that the Cook Islands remains a beautiful and cherished place for our community and visitors today and for years to come.”

As part of this new collaboration, GSTC experts will conduct a comprehensive assessment of the Cook Islands’ approach to destination stewardship, working closely with Cook Islands Tourism’s Destination Development team.

“This assessment will use the GSTC Destination Criteria to compare our current practices with international best standards,” statement said.

The process will involve engaging a broad range of stakeholders, including other government agencies, local community members, Pa Enua, tourism industry representatives, and other partners, to ensure all voices are heard.

Brad Kirner, Cook Islands Tourism’s director of destination development, emphasised the benefits of this approach.

“Tourism affects everyone in our community, so adopting an inclusive destination stewardship model is the right way to go. This approach will allow us to work more closely with our community and partners, creating a unified effort to protect and enhance our little paradise,” Kirner said.

“By sharing responsibility, we can work together to identify and prioritise key actions, clearly define roles, and ensure strong commitment and accountability from everyone involved.”

Other GSTC members from the region include New Zealand Tourism/Qualmark 2022, Tahiti Tourisme French Polynesia 2022, Tourism Fiji, Fiji 2023 and now, Cook Islands Tourism Corporation, Cook Islands 2024.