The Cook Islands are located in the South Pacific Ocean, between French Polynesia to the east and Tonga to the west, approximately 3,000 kilometers (1,865 miles) northeast of New Zealand. The islands are of volcanic origin, with Rarotonga the most populated island, featuring rugged mountains, fertile valleys, and a surrounding barrier reef that encloses a lagoon.
The Global Sustainable Tourism Council (GSTC) conducted a Destination Assessment of the Cook Islands between September 2024 and January 2025. The assessment evaluated the country’s tourism sector against the GSTC Destination Standard, providing a comprehensive analysis of sustainability performance across four key pillars: sustainable management, socio-economic sustainability, cultural sustainability, and environmental sustainability. The findings highlight existing strengths, as well as areas for improvement and opportunities to support a more sustainable and regenerative tourism model.
The GSTC Destination Assessment has provided a valuable opportunity to assess where we stand as a tourism destination and where we need to go. Sustainable tourism is an ongoing journey, one that must deliver real benefits for our people, culture, and environment.
This assessment is one of many tools guiding our approach. By combining global best practices with local knowledge and traditions, we can build a stronger, more resilient tourism model that truly reflects the Cook Islands. Mana tiaki, our deep-rooted commitment to guardianship, reminds us that sustainability must be shaped by our own context, priorities, and people.
These insights will help inform the Cook Islands’ first Destination Stewardship Plan, which is currently in development. The plan aims to ensure that tourism decisions prioritize the well-being of local communities, cultural heritage, and the natural environment.
“Meitaki ma’ata to all stakeholders and the GSTC team for their support. We look forward to applying these learnings as we continue strengthening responsible tourism in the Cook Islands,” stated Karla Eggelton, CEO of the Cook Islands Tourism Corporation.
The assessment of the Cook Islands’ compliance with the GSTC Destination Standard was led by GSTC expert assessors Dr. Kelly Bricker and Dr. Deborah Kerstetter. The process included a comprehensive desktop review of national policies, tourism strategies, and existing sustainability initiatives. In addition, a 10-day on-site visit was conducted by Dr. Bricker, during which local authorities and stakeholders were consulted to objectively verify evidence of alignment with the criteria.
Dr. Bricker noted that “Cook Islands Tourism has demonstrated a strong commitment to sustainable tourism, evident in their proactive engagement with this assessment and their ongoing dedication to responsible stewardship. Through our collaboration with Cook Islands Tourism, we have witnessed their unwavering focus on engaging stakeholders strategically to ensure environmental conservation, cultural preservation, and community benefits. As they continue to refine their sustainability strategies, strengthening partnerships, enhancing stakeholder education, and reinforcing policy frameworks will be essential to ensuring long-term success. We look forward to continuing our support in their journey toward a more resilient, responsible, and thriving tourism sector.”
Special Acknowledgements
Dedicated professionals affiliated with Cook Islands Tourism (CIT) worked tirelessly to provide information and contacts that contributed to the final report, including but not limited to: Youth Development of Cook Islands, Cook Islands Society for the Prevention of Cruelty to Animals (SPCA), various departments within Ministry of Internal Affairs Cook Islands, Te Ara o te Akau, Muri Environment Care, Cook Islands Chamber of Commerce, Infrastructure Cook Islands, Renewable Energy Development, the CIT Board, Cook Islands Tourism Industry Council, Atiu Island Council, Aitutaki Island Council, Ministry of Marine Resources Cook Islands, Ministry of Finance Cook Islands, and the Cook Islands National Environment Service. Meitaki ma’ata! In addition, Karla Eggleton and Brad Kirner, thank you for your leadership; Kylie Goulding, Emma Kainuku-Walsh Noeline Mateariki, and Jean Nootai, thank you for your support throughout the GSTC Destination Assessment of The Cook Islands.
More information about GSTC Destination Assessment is available here.
Statements expressed in this announcement are presented for informational purposes only and should not be taken as an endorsement or recommendation by GSTC, unless clearly stated.
