Destination Stewardship: Our Paradise, Our Promise

Te Kaveinga Mana Tiaki o te Ipukarea - The Cook Islands Destination Plan (DSP) is our national plan for how tourism will be managed over the next five years — in a way that works for all our people.

Because tourism is everyone’s business.

It ensures tourism:

  • Supports our people and communities
  • Protects our environment
  • Strengthens our culture
  • Secures our future

At its heart, it’s about Mana Tiaki - guardianship of our islands for generations to come.

VIEW PLAN HERE

Our Vision

Na roto i te angaanga turoto, rave kapiti ei tatou i te akamaroiroi anga i tetai uatu akakoroanga e te turanga tiritirau — te akapuapinga anga i te oraanga, te paruru anga i to tatou pa enua, te akararangi anga i ta tatou akonoanga tupuna, kia rauka te turanga oraanga matutu no tatou katoatoa, i teia tuatau e te uki ka aru mai.
Through tourism, together we drive opportunity and excellence — enriching lives, protecting our islands, honouring our culture, and achieving wellbeing for all, now and for generations to come.

Why the Destination Stewardship Plan is important

Tourism is our largest industry, contributing around 70% of our national GDP. It creates jobs, supports businesses, and generates income for our country.

But tourism also places pressure on our environment, our culture, and our communities. COVID-19 highlighted the need for stronger planning, coordination, and a more balanced approach.

The Destination Stewardship Plan helps us manage tourism in a way that protects what makes our islands special, while ensuring it continues to benefit our people. It also positions tourism as a key driver of national wellbeing outcomes under the NSDA+.

Benefits for our community

  • Protects our land and lagoon across all our islands
  • Strengthens our culture and identity
  • Supports jobs, businesses, and new opportunities
  • Benefits our families now and into the future
  • Ensures our people have a voice in tourism

Our Tivaevae / Tivaivai, Our Destination

Atuitui ki te Tango – Te Atava Mua

To bring the principles of the Destination Stewardship Plan to life in a way that is uniquely our own, we ground this plan in the traditions and values of the Cook Islands.

One of the most powerful expressions of this is the tivaevae / tivaivai.

In the Cook Islands, a tivaevae/tivaivai is more than an artform. It is a tradition built on unity, collaboration, and the sharing of knowledge. Each piece is created with care and patience, and every design tells a story of our people, our land, and our values.

The Destination Stewardship Plan reflects this same spirit.

It recognises that no single part stands alone. Like a tivaevae/tivaivai, each part is unique — but when stitched together, they create something stronger.

At the centre is the Tiare Maori, representing te iti tangata o te Kuku Airani — the people of the Cook Islands.

Our people are at the heart — connecting and sustaining everything we do.

Together, we are building a future where the Cook Islands remains a place of:

BEAUTY
CULTURE
CONNECTION
BELONGING

For those who call it home, and those who visit with respect.

For today. For tomorrow. For generations to come.

The Four Dimensions of Destination Stewardship

Like a tivaevae, our destination is made up of many parts — working together to support our people, protect what we value, and shape our future.

Each motif carries meaning

ECONOMY
Yellow Tipani

Supporting livelihoods, business, and opportunity

COMMUNITY
Blue Tiki-Tiki Tangata

Strong communities and wellbeing

CULTURE
Red Hibiscus

Protecting our identity, heritage, and celebrating our traditions

ENVIRONMENT
Green Breadfruit & Leaves

Protecting the land and ocean that sustain us

What This Means for All of Us

TOURISM IS MORE THAN MONEY
It should give back to our islands and our people — so our little paradise continues to thrive.

A SHIFT TO STEWARDSHIP
The Destination Stewardship Plan marks a shift from tourism growth to tourism stewardship — protecting our people, our culture, our environment, and our future.

OUR PEOPLE ARE AT THE HEART
Tourism is everyone’s business — it should support our communities and improve our wellbeing. From our entrepreneurs and artists to everyday people, we all shape the experience of our islands and share in its benefits.

TUA'ANGA O TE AU RAVERAVE'ANGA —WE ALL HAVE A ROLE TO PLAY
It starts with each of us — every person, every island, every community. We all have a responsibility to protect our islands.

MANA TIAKI —GUARDIANSHIP FOR OUR FUTURE
We are responsible for protecting what makes our islands special — caring for our environment, our culture, and our way of life for generations to come.

DSP

Our Values

The Destination Stewardship Plan is guided by the Kia Orana Values, which reflect who we are as a people and how we approach tourism in the Cook Islands.

These values are grounded in our culture and traditions, while reflecting our way of life today. They guide how tourism should be developed — in a way that respects our people, protects our islands, and supports our future.

KIA ORANA
The essence of our people, our culture, and our aspirations for the future

MEITAKI
Wellbeing, hospitality, and how we want people to feel here

MANA TIAKI
Guardianship with a sacred purpose, preserving our islands and heritage for generations to come

Mana Tiaki — Our Role as Guardians

The success of this plan relies on all of us.

Tourism touches every part of our lives — our livelihoods, our environment, our communities, and our cultural identity. Its future cannot be shaped by one group alone.

Government, businesses, communities, and individuals all have a role to play.

Through Mana Tiaki — guardianship of our islands — we will:

  • Protect what we value
  • Strengthen our identity
  • Build a resilient future

By working together, we can ensure tourism is managed with care, guided by our values, and delivers benefits for all Cook Islanders — now and for generations to come.

How This Plan Came to Be

Te Kaveinga Mana Tiaki o te Ipukarea - The Destination Stewardship Plan is the result of a national effort to shape how tourism supports our people, our environment, and our future.

Developed through extensive engagement with communities across Rarotonga, Aitutaki, and the Pa Enua, and supported by government and key partners, the plan was endorsed by Cabinet in December 2025 as the framework to guide tourism over the next five years (2026–2030).

It is now in its implementation phase.

Tuku mai to kotou manako
Share your thoughts

With implementation now underway, we welcome your thoughts and feedback.

We all have a role to play.

Please email: [email protected]

Meitaki maata to our partners for their support in developing the
Cook Islands Destination Stewardship Plan