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.
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.
Because tourism is
everyone’s business.
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
-
Our Enua & Moana
Protects our land and lagoon across all our islands
-
Our Culture
Strengthens our culture and identity
-
Our Families
Benefits our families now and into the future
-
Our Livelihoods
Supports local jobs, businesses and new opportunities
-
Our Voice
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.
-
Economy
Yellow Tipani
Sustainable tourism that fosters economic wellbeing and prosperity for all Cook Islanders.
-
Community
Blue Tiki-Tiki Tangata
Social wellbeing through meaningful connections between Cook Islanders and visitors.
-
Environment
Green Breadfruit & Leaves
Protecting and preserving our environment for present and future generations.
-
Culture
Red Hibiscus
Upholding our values and identity while strengthening cultural wellbeing through tourism.
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.
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).
The plan is now in its implementation phase.
Tuku mai to kotou manakoShare 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.
Media & Resources
- Destination Stewardship Plan 2026-2030
- Cook Islands Moves to Deliver on Tourism Vision
- New Tourism Plan Shifts Focus to Stewardship for Future Generations
- Global Business Update Launch postcard - 26 March 2026
- Cook Islands Newspaper: 24 March 2026
- Cook Islands Newspaper: 7 May 2025
- Cook Islands Newspaper: 29 April 2025
- Cook Islands Newspaper: 27 March 2025
- Cook Islands Newspaper: 1 February 2025
- Cook Islands Newspaper: 30 January 2025
- Cook Islands Newspaper: 27 January 2025
- Cook Islands Establishes Destination Stewardship Advisory Group to Advance Sustainable Tourism
- Love our little Paradise
- More Than Money: Mana Tiaki Tourism
- Our Paradise, Our Promise: Help Shape the Future of Responsible Tourism
- Sustainability YouTube - Mana Tiaki
