Pacific Tourism Organisation in partnership with New Zealand Maori Tourism launches Pacific Cultural Tourism Guidelines

Today marks a significant milestone as the Pacific Tourism Organisation unveiled the Pacific Cultural Tourism Guidelines. The document embodies the Pacific’s collective efforts to embrace sustainable tourism practices that boost economies and cherish and uphold the essence of the Pacific’s soul—culture.

The Pacific Cultural Tourism Guidelines were developed through a collaboration between New Zealand Māori Tourism, SPTO, and its Member Countries.

Aligned with the Pacific Sustainable Tourism Policy Framework, Goal 3 emphasises the importance of Visible and Valued Cultures- “Our Pacific cultures, vibrant and cherished, form the core of our tourism offerings, enriching both our visitors’ experiences and the prosperity of our people”.

In acknowledging the funding support from New Zealand Maori Tourism, SPTO CEO Christopher Cocker mentioned this enabled SPTO to craft this cultural tourism guideline for our Blue Pacific region.

“The development of these guidelines was through the collaboration of the TRC Tourism team led by Penny Spoelder, Natasha Paul, and Simione Sevudredre. Through a meticulous consultation process involving desktop research and online discussions with NTOs and cultural focal points, we have ensured that these guidelines resonate with the diverse voices of the Pacific,” Mr Cocker said.

“By investing in and promoting cultural tourism, we not only derive socio-economic benefits but also safeguard our tangible and intangible heritage, enriching the visitor experience and raising awareness about our region’s unique offerings.”

SPTO Board Chair Adela Aru mentioned that these guidelines are a blueprint for enhancing cultural tourism planning and development across our unique destinations and advocates for preserving tangible and intangible cultural assets, ensuring that our rich heritage is leveraged sustainably for economic vitality yet conserved for future generations.

“We celebrate this landmark milestone in our unified path towards fostering sustainable tourism practices.  These practices do not merely embrace but genuinely celebrate the varied and rich cultural fabric of the Pacific.”

“Today, we aim to empower National Tourism Organisations, tourism operators, and local communities with these guidelines. Our inherently diverse and vibrant cultures form the cornerstone of our Pacific identities.

It permeates everyday interactions—how we greet, celebrate, and collaborate—and is anchored in our arts, music, dance, cuisine, attire, and spiritual expressions.”