Pacific Tourism Organisation’s First-Ever Community Attitudes Survey in Kiribati Unveils Local Perspectives on Tourism Development

The Pacific Tourism Organisation’s Pacific Tourism Data Initiative (PTDI) completed its first-ever Community Attitudes Survey (CAS) in Kiribati, offering invaluable insights into local residents’ views on tourism development and its impact on the country.

Conducted between July 3rd and August 30th, the CAS gathered input from 293 Kiribati residents aged 18 and above. The survey was made available both online and through face-to-face interviews, allowing respondents to voice their opinions and share suggestions for shaping the future of tourism in Kiribati. The survey was provided in both English and I-Kiribati and took just 11 minutes on average to complete.

Tourism Authority of Kiribati Senior Tourism Officer, Tokanikai Rubetaake mentioned that TAK expressed gratitude to all the respondents who spared a few minutes to complete the survey.

83% of respondents expressed their desire to see more tourists in Kiribati, citing potential benefits such as economic growth, job creation, better infrastructure, and an improved standard of living. While 14% of participants emphasized the need for sustainable development, advocating for careful planning and collaboration among stakeholders to ensure the country’s long-term readiness for tourism.

However, three percent preferred fewer tourists, stressing the need for more accommodation options and a concerted effort to clean up the environment and community before increasing tourist numbers. Other survey respondents also highlighted the importance of Government support in fostering tourism growth. Suggestions included providing leases for tourism businesses, offering training and awareness programs to communities, and implementing and enforcing policies related to business licensing and tourism standards.

“The feedback has been clear, our community is ready for more tourism, but it needs to be done in a way that benefits both the people and the environment. This survey gives us a strong foundation to build on, ensuring that tourism development is aligned with the needs of residents, mentioned TAK Acting CEO, Ms Reeti Onorio.

SPTO CEO Christopher Cocker commended TAK on completing its CAS survey, and added that such data-driven insights are crucial for shaping policies that foster sustainable tourism development, ensure effective resource distribution, and promote the long-term growth of the Pacific tourism sector.

Mr Cocker also reiterated SPTO’s commitment to using this research to enhance the decision-making processes of member countries, promoting long-term resilience and growth in the tourism sector.

“Data is King and is the cornerstone for decision making, developing plans and strategies. The Community Attitudes Survey is one of three key surveys spearheaded by PTDI, as part of its broader mission to ensure that tourism growth is aligned with local community needs, values, and aspirations. By addressing key challenges identified in the survey, the region can better cater to both visitor needs and the well-being of locals, Mr Cocker mentioned.

The PTDI is a research project funded by the New Zealand Government, specifically designed to collect and report on tourism information from 10 Pacific Island countries -Cook Islands, Niue, PNG, Samoa, Solomon Islands, Vanuatu, Tonga, Kiribati, Timor Leste, and FSM-Yap. PTDI is geared towards supporting evidence-based planning and decision-making. It includes the production of a bi-annual International Visitor Survey (IVS), an annual Business Confidence Index (BCI), and an annual Community Attitude Survey (CAS) report. These reports provide invaluable insights into community awareness and attitudes towards tourism.