Samoa and Fiji Lead Peer-to-Peer Exchange to Strengthen Community Tourism in the Pacific

The Pacific’s rich cultures, traditions, and natural beauty form the foundation of authentic visitor experiences that reflect the true spirit of Pasifika. Recognising this, Samoa and Fiji have joined forces in a Peer-to-Peer Exchange on Community Tourism, coordinated by Pacific Tourism Organisation (SPTO), a pioneering initiative designed to strengthen community-led tourism across the region.

While hosting visitors is embedded in Pacific identity, transforming this cultural tradition into sustainable businesses presents both opportunities and challenges. From limited access to best practices and market linkages to gaps in financial management and investment strategies, Pacific communities often struggle to navigate the complexities of tourism on their own. This exchange program provides a platform for direct learning, where experts and community representatives from Samoa and Fiji share experiences, identify lessons learned, and explore practical models for success.

“This initiative reflects the Pacific way of learning—through Talanoa, sharing, collaboration, and respect,” said SPTO CEO Christopher Cocker. “By working together, we are strengthening communities, empowering livelihoods, and ensuring that tourism in the Pacific remains rooted in our values while delivering long-term benefits for our people and our environment.”

The program, supported by New Zealand Māori Tourism through the Pacific Tourism Organisation (SPTO), Samoa Tourism Authority, and Fiji’s Tourism and Civil Aviation Ministry, and aligns with the Pacific Sustainable Tourism Policy Framework (PSTPF) vision that by 2030, tourism in the Pacific will be resilient, prosperous, and inclusive—improving community wellbeing while protecting and celebrating our cultures, islands, and oceans.

Early outcomes of the exchange include insights into diverse community-tourism models, lessons for building gastronomy and culinary tourism, and strengthened networks between Fijian and Samoan operators. Key learnings highlight the importance of supporting local supply chains, integrating traditional cuisine with contemporary flavors, and building capacity in entrepreneurship, governance, storytelling, and hospitality skills.

“As Pacific people, tourism is not new to us—it is in our DNA and who we are,” Mr Cocker added. “What is new is turning this spirit of hosting into sustainable enterprises that deliver shared prosperity. This program is a step forward in ensuring our communities lead the way in shaping a tourism future that is truly Pacific.”

The knowledge gained will directly inform the Community Tourism Framework for the Pacific Islands, to be launched at the 3rd Pacific Sustainable Tourism Leadership Summit in Vava’u, Tonga (October 20–21, 2025). This framework will serve as a blueprint for advancing inclusive, community-centered tourism that prioritises cultural integrity, local ownership, and environmental sustainability.