The Global Sustainable Tourism Council (GSTC) Destination Assessment of the Cook Islands took place between September 2024 and January 2025.
The Cook Islands lie between French Polynesia to the east and Tonga to the west, situated about 3,000 kilometers (1,865 miles) northeast of New Zealand. The islands are of volcanic origin, with Rarotonga— the most populated island—characterized by rugged mountains, lush valleys, and a barrier reef enclosing a serene lagoon.
The Cook Islands Destination Assessment evaluates the nation’s tourism sector based on the GSTC Destination Criteria. The assessment provides a comprehensive overview of the nation’s sustainable tourism practices across four key pillars: Sustainable Management, Socio-economic Sustainability, Cultural Sustainability, and Environmental Sustainability. The results reveal strengths, challenges, and opportunities for improvement to achieve 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 shape the Cook Islands’ first Destination Stewardship Plan, currently in development, to ensure tourism decisions put our islands and communities first.
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, Cook Islands Tourism Corporation.
GSTC expert assessors Dr. Bricker and Dr. Kerstetter led the assessment of the Cook Islands compliance with the GSTC Destination Criteria, the global standards for sustainable destinations. The assessment consisted of extensive desktop analysis of current national and tourism-based activities and approaches. The assessment also included a 10-day on-site visit by Dr. Bricker. She interviewed local authorities and stakeholders to objectively verify evidence of compliance 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.
