Sustainable Tourism Development Policy Framework

1. Introduction: Towards Sustainable Tourism

2. Cook Islands Tourism Sustainable Tourism Policy Framework i. Vision ii. Kia Orana Values iii. Sustainable Tourism Goals

3. Tourism Policy Guidelines and Indicators A. GOVERNANCE LEADERSHIP AND MANAGEMENT B. CULTURE AND HERITAGE C. HUMAN RESOURCE DEVELOPMENT D. ENVIRONMENTAL DEVELOPMENT E. ECONOMIC DEVELOPMENT F. MARKETING AND DESTINATION DEVELOPMENT G. HEALTH SAFETY SECURITY

4. Monitoring and Evaluation Framework

5. Conclusion EXECUTIVE SUMMARY 1. INTRODUCTION: TOWARDS SUSTAINABLE TOURISM This Sustainable Tourism Development Policy Framework (STDPF) presents policies Over the past 50 years the Cook Islands has been the focus of a number of tourism and related indicators that can inform a future National Tourism Strategy for the Cook planning, strategy development and performance evaluation exercises. A review of the Islands. The focus is on a monitoring and evaluation framework featuring specific policy related literature points to a common theme: the need to balance the need for economic guidelines and a set of indicators to measure the progress made towards achieving more opportunity and growth through tourism development against the importance of sustainable forms of tourism development. sustaining the natural and cultural resources upon which both the people of the Cook Islands and the tourism industry depend. The overarching vision for the STDPF is drawn from Cook Islands Tourism: Tourism advances the well-being of resident Cook Islanders in a way that is socially acceptable, Over this five decade period there is noticeable evolution in the sense of urgency in economically viable and environmentally sustainable. The Policy Framework is influenced the message that is being delivered. While previous tourism strategies have addressed by and draws on the SPTO Regional Tourism Strategy, the Cook Island’s National the importance of sustainability as a platform for tourism development there has been Sustainable Development Plan and current global best practice in sustainable indicator little true buy-in on the part of key stakeholders to the underlying concepts. This lack design. Most importantly the framework and indicators are informed by consultation of buy-in partly reflects the fact that the environmental and cultural consequences with a wide range of tourism stakeholders from Rarotonga and Aitutaki. Those consulted of unsustainable development did not seem like impending dangers in the past, and range across a number of Ministries, industry sectors and NGOs and also include partly also because there existed no cost effective way to measure the impacts and representatives of the community. implications of the approaches being proposed. The discussion is framed by seven new sustainable tourism goals: (1) Ensure strong Cook Islands tourism now finds itself scaling new heights in visitor arrivals and for governance, leadership and management; (2) Perpetuate the strong essence of the the first time there is very real concern being expressed over the ability of national Cook Islands culture; (3) Develop a strong and sustainable workforce and provide career environmental and cultural resources to sustainably provide for the needs of the tourism pathways and employment opportunities for the Cook Islands people; (4) Ensure the industry and Cook Island residents. These challenges are not just evident in Rarotonga protection of the pristine environment through sustainable practices; (5) Adopt a yield but are also present in Aitutaki and other outer islands. The steady (and at times rapid) driven approach to tourism development – optimising sustainable economic outcomes; increase in tourism development is putting a strain on the natural environment and (6) Adopt marketing and destination development strategies that promote the unique stretching the ‘fabric’ of the society and culture of the Cook Islands. products and experiences of the Cook Islands in a way that drives sustainable outcomes Tourism is the key driver for economic development in the Cook Islands, contributing (7) Ensure the health, safety and security of all visitors. over 60% of its GDP. It is vital that a suite of sustainable tourism development policies Policy guidelines and indicators are presented for each of these goals. A brief outline of and related indicators are put in place to build a stronger and more competitive tourism what the policy focus is and why it is important is presented. This is followed by indicators sector, one that can foster strong support from the local community. It is also critical designed to measure performance towards meeting policy guidelines. Further details on that sustainability is seen as something that underpins every activity in the tourism the indicators are provided in a framework presented towards the end of the document. experience ‘chain’: encompassing initial marketing messages, the on-island experience The STDPF is designed to be a starting point for the development of a more sustainable and the return home. tourism industry in the Cook Islands: as time progresses so will the range of guidelines The Sustainable Tourism Development Policy Framework has been informed by a and associated indicators. broad consultation process with key tourism sector stakeholders in Rarotonga and Aitutaki (see the STDPF Resource Kit for details). The core message to emerge from the consultation is that the time is right for a serious sustainable tourism planning and development process to commence in the Cook Islands – this policy framework represents a starting point. The STDPF is also informed by an extensive review of current policy and related documentation and by global best practice in sustainable indicator development (see the STDPF Resource Kit). The STDPF takes a SMART approach to indicator development and sustainable tourism planning – Specific; Measurable; Achievable; Relevant; Timely. Research lies at the heart of this approach. It is vital that planning for more sustainable tourism, along with related strategic investment in marketing and product development, be guided by robust evidence. COOK ISLANDS SUSTAINABLE TOURISM POLICY FRAMEWORK

2. COOK ISLANDS SUSTAINABLE TOURISM DEVELOPMENT POLICY FRAMEWORK The Cook Islands Sustainable Tourism Development Policy Framework is aligned to tourism objectives at regional (SPTO - South Pacific Tourism Organisation), national (NSDP – National Sustainable Development Plan) and sectoral (CITMC - Cook Islands Tourism Marketing Corporation Act 1998) scales. The document reflects the key messages underpinning these three documents – emphasizing the need to inspire growth and empower local people and promote and develop tourism in a manner that is economically viable, environmentally sustainable and socially acceptable. The range of indicators presented in the Cook Islands National Sustainable Development Plan represent an important broader backdrop to the tourism indicators presented in the STDPF. i. VISION The overarching vision for the STDPF is drawn from Cook Islands Tourism: Tourism advances the well-being of resident Cook Islanders in a way that is socially acceptable, economically viable and environmentally sustainable. ii.KIA ORANA VALUES The report builds on the essence of the Kia Orana Values Program that lies at the heart of tourism in the Cook Islands. TE TANGO – CORE VALUES KIA ORANA Kia Orana is the essence of the Cook Islands Maori people and their culture. Just two words, Kia Orana, share our personality, our way of life and our aspirations for the future. The phrase literally means may you live long, or may you have a long and fulfilling life. We want to help our visitors to the Cook Islands to learn how to live a long and fulfilling life the way we do. MEITAKI Meitaki means everything is good, well, and thank you all in one. To be Meitaki is to be feeling great. It is how we share how happy we feel. This is how we want our visitors to feel while they are here with us. MANA TIAKI Tiaki means keeper or guardian and Mana translates as influence or power. It means guardianship with a sacred purpose, to preserve it for future generations. The keeper has the power or the ability to keep our culture and heritage alive. Means our Mana Tiaki also refers to our responsibility as guardians of these islands and the CULTURE environment. AU AKATEREANGA MEITAKI – PRINCIPLES AS HOSTS How we provide for our visitors while in the Cook Islands and how we interact with them. UTUUTUANGA Service and care our UTUUTU in Maori is to care, cherish or nourish and UTUUTUANGA is to act this way. This value denotes someone matured in ENVIRONMENT our skills and common sense providing service with genuine care. PIRIANGA TAEAKE Genuine friendliness TAEAKE is both a friend and a blood relative to you, and PIRIANGA is relationship. Visitors are treated as our own friends or members of our family RESPONSIBILITY TIAKI MEITAKI Responsible hosts TIAKI MEITAKI is a good or virtuous guardian. This is taken on by hosts and stewards who are responsible for the well-being and safety of visitors and guests. 4 COOK ISLANDS SUSTAINABLE TOURISM POLICY FRAMEWORK MATENGA Passion for our industry Matenga is passion. We show passion for our island homes, our environment, our traditions and culture, our people and their dreams and aspirations. We share that passion with our visitors through authentic and genuine experiences that reflect the unique character of each of our islands. AU AKATEREANGA TIAKI – PRINCIPLES AS GUARDIANS How we develop and grow the tourism industry in union with how we develop as a nation. AKONO I TE AO RANGI Preserve our natural environment AKONO denotes using our natural resources sustainably to prevent loss or damage. We are responsible for the continued sustainable use and development of our natural resources. PEU MAORI Traditions, customs and lifestyle The word PEU means not only tradition and custom but also lifestyle and culture. MAORI means indigenous, being a native of the land. The traditions and lifestyle of people indigenous to the Cook Islands must be respected. Our visitors are immersed in our traditions and way of life as they come to appreciate and value our rich culture and history. TURANGA EVANGELIA Respect for all religious beliefs TURANGA here refers to an important status, and EVANGELIA means religion. We enjoy freedom of religion in the Co ok Islands and so have deep respect for each other’s beliefs. We encourage courtesy and respect amongst our visitors for the religious customs of Cook Islanders while not imposing our own religious beliefs on others. TUPURANGA TANGATA Development of our people TUPURANGA means to grow or develop and TANGATA means people. Investing in our people is important to foster talent in the industry and community. Through this value we celebrate and reward the essential ingredient in the tourism recipe – our people. iii. SUSTAINABLE TOURISM GOALS The following Sustainable Tourism Goals underpin the STDPF and guide the structure of the policy framework: GOAL 1 Ensure strong governance, leadership and management to guide the sustainable development of the tourism sector GOAL 2 Perpetuate the strong essence of the Cook Islands culture to sustain the distinctiveness of its people and their identity

3. TOURISM POLICY GUIDELINES GOAL 3 Develop a strong and sustainable workforce and provide career pathways and employment opportunities for the Cook Islands people GOAL 4 Ensure the protection of the pristine environment through sustainable practices AND INDICATORS GOAL 5 Adopt a yield driven approach to tourism - optimising sustainable economic outcomes GOAL 6 Develop marketing and destination development strategies that promote the unique products and experiences of the Cook Islands in a way that drives sustainable outcomes GOAL 7 Ensure the health, safety and security of all visitors 6 TOURISM POLICY GUIDELINES AND INDICATORS A. GOVERNANCE, LEADERSHIP AND MANAGEMENT A key message to emerge from the consultation that informed this report is the need for a more coordinated approach to tourism planning and development in the Cook Islands. Tourism is everyone’s business and it is vital that stakeholders work together. » A ‘Whole of Government Approach’ will underpin » Reliable and robust research will underpin the STDPF future sustainable tourism development and future tourism planning in the Cook Islands. An Executive Tourism Working Group is formed. The leaders Good data allows decision-makers to monitor the key elements of key Ministries that link to tourism meet on an agreed basis that determine destination attractiveness and competitiveness. to discuss issues affecting this multi-faceted industry. This will The data provide a barometer through which to measure the raise broader awareness of tourism across government and performance and sustainability of the industry. Visitor, business assist in developing coordinated approaches to challenges and and community surveys provide vital insights and can be adapted opportunities as they arise. A similar model, featuring a Tourism to gain deeper insights into Outer island tourism: Advisory Group, is being adopted in Aitutaki and could be • Consistent running and provision of visitor, business and developed in other outer islands as tourism opportunities grow. community surveys GOAL 1 • Executive Tourism Working Group is formed and meets twice a year. Tourism groupings develop more formal • Survey design, implementation and analysis skills developed among CIT and Statistics Staff to facilitate future in- structures in the outer islands. country analysis ENSURE STRONG » A ‘Whole of Industry Approach’ supports future sustainable tourism development • • The future integration of tourism related questions in the Census Mandate collection of occupancy data as part of accreditation GOVERNANCE, To achieve sustainable tourism development requires a concerted and coordinated effort from industry. A clear tourism-focused industry voice needs to be developed at a national and individual island level. The Chamber of Commerce, • » Develop outer island specific research Broader awareness of the tourism industry among all LEADERSHIP and Tourism Industry Council and other stakeholders must look to stakeholders is developed mechanisms that can provide a more effective single voice for the private sector in Rarotonga and the outer islands and which Community, business and government groups require a better can attract interest from smaller operators and any business understanding of tourism and the benefits, opportunities, costs and MANAGEMENT that is linked to tourism. challenges that are associated with it. While research based data is useful it must be translated into usable outcomes and resources. • A unified tourism voice for industry is developed through a new body or a combination of existing bodies. • Regular industry updates are available through the CIT website and other mechanisms (eg workshops, school visits) for all stakeholders » A pathway toward mandatory accreditation of tourism operations in the Cook Islands. » A User pays approach is tested and adopted to The time has also come for a look at industry accreditation generate funds that can support key environmental and the role that it can play in moving tourism towards a more and cultural policy initiatives relating to sustainable sustainable development pathway. All tourism businesses tourism development should, by law, be accredited to ensure that standards are being met. It is acknowledged that the current accreditation There is a growing trend around the world to channel funds scheme is voluntary, however a pathway toward mandatory from visitors to help protect the resources that they consume. accreditation should be put in place. Without such an approach A voluntary scheme has been introduced in the Cook Islands true development of a more sustainable tourism industry will be and is known as the ‘Mana Tiaki Program’. If conducted in a difficult to achieve. transparent and non-intrusive way research shows visitors are willing to contribute. • Percentage of tourism businesses accredited • National and/or Island specific user payer systems are • Accreditation processes are strengthened and refined to developed, tested and implemented. link with the STDPF goals and indicators. • Amount of revenue available for transparent use in environmental/sustainable development initiatives. 8 9 TOURISM POLICY GUIDELINES AND INDICATORS GOAL 2 PERPETUATE THE B. CULTURE AND HERITAGE Cultural heritage and intangible heritage are key elements of the tourism industry in the Cook Islands, underpinning the unique sense of place that the country, and each of its islands, offers visitors. Land lies at the heart of culture and visitors not only experience the STRONG ESSENCE OF THE terrestrial resources on offer but also the cultural dimensions, museums, creative arts and intellectual property that are important elements of the Cook Islands experience. While it is vital to ensure that the everyday life and culture of local people is shared with visitors this must be done in an appropriate fashion that is informed by the community itself. COOK ISLANDS CULTURE » The community experience of tourism must be better Rarotonga. understood and valued alongside the visitor experience If cultural heritage sites are to be linked more effectively into the Hosts are not just the property owners and restaurant staff who tourism experience they require protection, maintenance and visitors interact with – they are the broader host community in interpretation - tourism can play an important role in assisting all its forms. It is vital that communities throughout the Cook to fund such sites. Islands benefit directly from tourism and that they are aware • percentage of visitors engaging in culturally immersive of the benefits (and potential costs) the industry brings. To activities understand community awareness of and links to tourism it is vital to put in place ongoing community focused research on any • visitor satisfaction with culturally immersive activities islands exposed to tourism development. • number/percentage/range of tourism products and/or • Community support for tourism. The percentage identifying experiences featuring community/cultural elements as strongly supportive or showing limited support. • amount of user pay funding going to protect heritage sites • Community impacts of tourism – local identification of benefits and costs (%) » The Kia Orana Values program is sustained and developed » Maximise opportunities for visitors to understand and The Kia Orana Values program is a vital tool to reinforce the learn about heritage in all its forms. important links between community, culture and sustainable If community are to benefit from tourism it is vital that they have tourism development. It is important that the early gains achieved opportunities to link to the industry directly through appropriately by this program are sustained through ongoing investment. developed and managed products and experiences. An increase The success of the approach can be monitored through the in visitors engaging in appropriate forms of community focused community research discussed earlier in this section. tourism will support the growth of local jobs and income and also • Funding continues for the Kia Orana program and grows enrich the visitor experience. This is particularly vital in the Outer with visitor numbers or as issues require intervention. Islands where the opportunity exists to build on dimensions of everyday life and culture that offer a point of difference to 10 11 TOURISM POLICY GUIDELINES AND INDICATORS GOAL 3 DEVELOP A STRONG AND C. GOAL THREE: HUMAN RESOURCE DEVELOPMENT Human resources are critical to the future development and sustainability of the Cook Islands tourism industry. Tourism is, in turn, SUSTAINABLE WORKFORCE AND vital to the development of our people. Human resource development lies at the heart of Matenga or creating a Passion for the industry' and it is this passion that can lead to fulfilling careers in Tourism. PROVIDE CAREER PATHWAYS » Enhance local Cook island Maori involvement in the tourism sector There is no doubt that industry struggles to attract and retain Cook • tourism career pathways Percentage of industry saying skills needs are being met from local labour AND EMPLOYMENT Island Maori workers. The inability to hire local residents leads to growing demand for international labour and there is increased pressure for the adoption of short term labour contracts/working » Increase the role of women in tourism OPPORTUNITIES FOR holiday schemes. While the later may be necessary in the longer term and during peak seasons, it is essential that the number of Cook Islands Maori staff grow in number – for both the visitor It is important to find ways to engage women in tourism whether it be in the formal sector or through more informal activities such as handicraft production. It is critical also to ensure that THE COOK ISLANDS experience and the creation of work and income opportunities. There should also be opportunities communicated to the Cook Islands community overseas to encourage return migration. women are well represented among entrepreneurs, managers and business owners within the sector. It will be essential to target women in the development of aspirational stories related PEOPLE • Percentage of tourism workforce Cook Island Maori and number entering workforce to career pathways. • Percentage of tourism workforce that is female • Number of school leavers entering the industry or moving • Percentage of tourism businesses owned/managed by into relevant training women » Improve the match between industry skill needs » Develop employment data to support better decision and training provision and grow and promote career making pathways in tourism and related sectors Good employment data remains critical if we are to gain clearer Tourism needs to feature across the school curriculum and insights into the industry’s performance and also the experience needs to be introduced to children from a young age. It is of its workforce. vital that tourism specific case material be integrated into the broader curriculum above and beyond tourism specific courses. • Continue to develop the Business Confidence Index (BCI) This approach needs to be backed up with a clearer sense being to incorporate further relevant labour related information provided of the career pathways that can stem from longer term • Develop dimensions of the community attitude survey to engagement in the sector. gather insights into worker experiences and perceptions • Percentage of overall curriculum that features tourism and/or implement a workforce satisfaction survey. content • Conduct tracer studies to support the development of • Percentage of students having access to tourism programs career pathway stories at upper levels of study • Number of aspirational stories developed that feature 12 13 TOURISM POLICY GUIDELINES AND INDICATORS D. ENVIRONMENTAL MANAGEMENT The Kia Orana value Akono I Te Ao Rangi – Preserve our natural environment - is central to the sustainable development of tourism GOAL 4 in the Cook Islands. The potentially fragile nature of the resource base upon which tourism depends and the need for coordinated efforts across all agencies to manage environmental challenges must be addressed. ENSURE THE PROTECTION OF » General environmental quality in Rarotonga and waste and improve its management. The accreditation system Aitutaki is vital to tourism and the industry must play represents an important tool to ensure that tourism operators a role in protecting this resource. minimize waste production while also educating visitors. Muri and Aitutaki Lagoons are a vital component of the Cook • percentage of businesses undertaking waste reduction THE PRISTINE ENVIRONMENT Island’s tourism industry with their images integral to marketing efforts and their waters hosting an array of visitor experiences and products. Recent algal blooms have highlighted the • approaches percentage of visitor comments on waste/rubbish THROUGH SUSTAINABLE importance of collective evidence based approaches to solving environmental degradation and similar approaches need to be » Enhance water conservation through improved adopted for all challenges to environmental quality. measures and education • Visitor comments on general environmental quality PRACTICES There are concerns around current and future water availability • Percentage of businesses complying with Environmental on Rarotonga, Aitutaki and Atiu. It is vital that the industry Warrant of Fitness. contribute to efforts to reduce water use and the accreditation system represents a model to achieve these goals. • percentage of businesses undertaking water conservation » The Environmental Impact Assessment process is approaches, including visitor information/education applied to all new tourism products that have the potential to disrupt or damage the environment As the range of tourism products develops it will be important » Tourism development should occur in a fashion and at to ensure that new products have an effective EIA conducted sites that minimises exposure to the risks of climate – this is especially the case for water or land based products change. that do not feature permanent structures (e.g. lagoon based The area of climate change and community resilience is dealt activities and terrestrial trail development). with in some detail by the NSDP. The critical issue for tourism is • The percentage of new tourism developments that not just how buildings are constructed but where and certainly complete an EIA it is important to encourage investment away from areas that appear to be most vulnerable to sea level rise and cyclone damage. » Increased use of bicycles, hybrid/electric rental • percentage of tourism plant and product located in highly vehicles and public transportation by visitors and the vulnerable settings is reduced tourism industry Growing congestion on the roads of Rarotonga threatens the health and well-being of both visitor and resident alike. There is no » Continue to grow and enhance the Vaka Pride question that traffic congestion significantly reduces the pristine and other community focused environmental Pacific allure of Rarotonga. Cycling in particular also enables a improvement programs slower more interactive form of tourism. These are just some of The Vaka pride program is an important initiative recently the reasons to focus on shifting visitors towards bicycles, electric designed to enhance the engagement between communities vehicles or public forms of transport. Over time this may become a and the environment they share with visitors. It has recently marketable point of difference for the Cook Islands. been expanded to Aitutaki and represents an important tool to • percentage of visitors using car, cycle or public transport support Tourism’s contribution to the environment. • percentage of rental transport hybrid or electric • Funding and expansion of Vaka Pride continues to grow. • Scorecard of every Vaka Pride and Te Vaka O Ru » Reduce waste generated by tourism related activities competition. and raise awareness There are numerous initiatives being put in place to reduce 14 15 TOURISM POLICY GUIDELINES AND INDICATORS GOAL 5 E. ECONOMIC DEVELOPMENT As a major contributor to the Cook Islands economy tourism has a critical role to play in the achievement of the key NSDP ADOPT A YIELD DRIVEN APPROACH TO goals of equity, income distribution and the alleviation of economic hardship. Tourism also has a vital role to play in shaping future rises in income, and is at the heart of attempts to increase real GDP and develop and promote economic stability. TOURISM DEVELOPMENT – OPTIMISING » Tourism industry targets are focused on visitor yield not simply visitor arrivals • Build local stakeholder awareness of cruise/yacht opportunities (percentage aware) SUSTAINABLE ECONOMIC OUTCOMES An integral part of having a sustainable tourism industry is receiving a healthy mix of visitors of different types and increasing yield from all groups. If visitor spend can be • Focus on increasing yield from yacht/cruise visitors (spend per visit). increased per day then it is not as necessary to grow visitor numbers at a potentially unsustainable rate. The key to » Enhance economic development in the Outer islands enhancing yield is to provide good value for money – and within the constraints of local labour, infrastructure this is achieved through developing unique and sustainable and environmental resources local experiences. Other variables of significance include The International Visitor Survey (IVS) has revealed, from return visitation, length of stay, satisfaction and likelihood of the perspective of both visitor yield and length of stay, the recommendation. national economic value of developing outer island tourism. • Yield per visitor per day (spend in country / pre-paid) There is a particularly pressing need to build awareness and including yacht and cruise knowledge of the industry in the outer islands and a need to build human resources/capacity in a way that can link • Percentages: return visitation; likelihood of tourism to the cultural and environmental diversity found in recommendation; length of stay; satisfaction these destinations. • percentage of visitors that travel to Outer islands » Grow and enhance linkages between tourism and • Outer island tourism product development – total number local agriculture and handicrafts of products; number of products that feature local culture, Tourism can play an important role in supporting other way of life, food etc sectors of the economy through the creation of linkages • Visitor Yield in Outer islands – spend per visitor per day to key suppliers. Linkages to the agriculture and handicraft sectors are particularly important ways to generate benefits • Outer island research, for example development of ‘spin- for local community and women. off’ questions in the IVS • Trends in visitors comments on availability and quality of local food and handicrafts » Human resource development lies at the heart of • Visitor spend on local food and handicrafts Matenga or creating a Passion for the industry' and it is this passion that can lead to fulfilling careers in • Availability of local produce and cuisine on menus Tourism. • Development of food and agriculture related tourism In attracting and/or facilitating investment it is critical experiences that relevant agencies evaluate the proposal against the key infrastructural and human resource constraints that characterise the local context. It will also be important to » Build awareness of cruise and yacht sectors and evaluate future investment performance in terms of jobs, develop effective yield driven strategies Develop income, linkage creation and other sustainable tourism further understanding of the cruise and yacht visitors development indicators included in accreditation processes. While there is relatively limited cruise and yacht traffic to • Investment prioritized and evaluated on the basis of the Cook Islands there is little doubt that this is an area local infrastructure availability, longer term economic with potential for future growth and that needs it needs be performance/local benefits and evaluated through managed carefully. accreditation. • Develop data collection strategies for yacht and cruise visits 16 17 TOURISM POLICY GUIDELINES AND INDICATORS GOAL 6 F. MARKETING AND DESTINATION DEVELOPMENT ADOPT MARKETING AND DESTINATION In order to achieve the goals outlined above it is vital that the • Increasing amount/percentage of information and marketing DEVELOPMENT STRATEGIES THAT PROMOTE THE focus not just be on what happens once the visitor arrives – but also how their expectations are shaped before they arrive and what destination development supports the visitor • materials featuring Outer island experiences. Relative marketing spend on Outer island dimensions increases over time UNIQUE PRODUCTS AND EXPERIENCES OF THE COOK experience. » Continue to develop and diversify air linkages to ISLANDS IN A WAY THAT DRIVES SUSTAINABLE » Focus marketing and product development initiatives on increasing visitor yield rather than simply bed international markets and grow domestic service within the Cook Islands. Ensure that any such development is nights or arrivals. OUTCOMES Destination marketing and product development must work hand in hand to provide the type of experiences that can first assessed against existing infrastructure and local capacity. Air links are the life blood of the tourism industry in the Cook enhance visitor satisfaction, increase yield and support more Islands both in terms of international links and the domestic sustainable development outcomes. distribution of travellers. It will be important to develop links • Audit marketing materials to evaluate the presence of in the future to ensure sustainable visitor flows and diversify material focused on local food, handicrafts, cultural and markets and gateway access. The recent growth in flights other areas prioritised for local linkage. Also audit marketing has shown, however, that care must be taken to prepare for of outer island experiences. and manage increased numbers before they arrive, and due consideration must be given to the following features: • Review product development initiatives - what percentage are focused on products that will generate high levels of • Can existing resources and infrastructure handle projected local economic linkage and local employment. Ensure visitor arrival increases that information is available in emerging market languages • If a new or emerging market is being developed are their that reflects the broader sustainable tourism development sufficient trained workers and business owners and sources dimensions outlined in this framework. of information to be able to manage the increased numbers? » Focus on (RoMI) as well as Cost of Acquisition (CoA) » Work with industry and other stakeholders to develop While CoA is a valuable tool to reveal the cost per visitor of disaster response marketing strategies to enable a fast marketing spend the introduction of a Return on Marketing response to devastating events. Investment approach adds an additional dimension. In effect Natural disasters, disease and terrorism all represent distinct this approach factors in the differential income generated threats to the demand for Cook Islands tourism. It is vital by specific markets: thus while cost of acquisition may be that worst case scenario driven strategies be developed and relatively high for long haul travellers their per-person spend prepared for in the event of such an occurrence. Coordinated is higher than shorter haul visitors. use of social media and other platforms by government, • Introduce a simple RoMI measure for different markets to industry and community will be required to provide clear complement existing CoA analysis. and consistent information and to encourage post-event ‘bounce-back’ as soon as possible. Specific strategies should also exist for Outer islands. » Tourism planning and policy making will embrace • Development of new/enhancing of existing media response outer island dimensions of the Cook Islands tourism plans at a national and island specific scale. product There is considerable opportunity to develop and market stories around everyday life and cultural/environmental experiences in the Outer islands. There is a need to tell these unique stories and to build on the interest expressed by visitors in engaging in deeper cultural experiences. Such an approach not only builds income and employment opportunities on the Outer islands but also increases national length of stay and overall yield. 18 19 TOURISM POLICY GUIDELINES AND INDICATORS GOAL 7 ENSURE THE HEALTH, G. HEALTH, SAFETY AND SECURITY The health and well-being of the visitor to the Cook Islands is a critical factor in the development of a more sustainable tourism SAFETY AND SECURITY industry. While there are many facets that can drive policy and indicator development in this area the focus here is on the key issues highlighted and prioritised in consultations. » Tourism plays a key role in lobbying for and supporting • Percent of visitors using helmets rises to 100% with industry OF ALL VISITORS the creation of a more coordinated emergency support and gentle enforcement. response system Emergency response is a critical area for tourism – not just » Enhancing accessibility for visitors with disabilities is a in terms of cyclone and other natural disaster response - key factor in growing a more sustainable industry. but also in terms of any form of unexpected tourism related accident. There are currently 3 groups involved in emergency It is vital that the Cook Islands look to increase the percentage response: Police, Emergency Management Cook Islands of its tourism plant and services that can cater to people and the rescuers themselves (airline, vessels). Coordination with disabilities. This market segment is growing rapidly as between these groups could be improved – perhaps in the the population ages in key source markets. Any new tourism form of an integrated First Response Centre. A disaster structures and plant should be built with accessibility in mind. management plan is also an essential component of the all Tourism facilities should also reflect best practice in accessible industry accreditation approach. fittings and offerings for the hearing/visually impaired. • Review of emergency incident response time and effective • Percentage of facilities and buildings with access for those outcome of responses with disabilities • Cyclone/disaster plans in all businesses • Percentage of properties highlighting their accessibility status and offerings online » All visitors are well prepared for the Cook Islands’ health and safety environment. » Reducing the incidence of stray dogs and related accidents There is a need to focus on the preparation of visitors for their stay in the Cooks – do they have medical insurance? If visitors are to be encouraged to leave their vehicles and Are they aware that an ambulance trip will cost money? With walk or cycle it is essential that continued efforts be made to increasing numbers of visitors booking through the internet reduce the incidence of dogs running loose onto footpaths is should be a priority to make this information available to and roads. A reduction in stray dogs will also have an impact visitors through easily accessible means. on road related accidents for cyclists and scooter riders and will increase the likelihood of localised economic interactions. • Percentage of visitors reporting negative experiences with • Review and audit online resources to ensure a clear and dogs consistent message is reaching visitors about health insurance and potential health related costs » Recording crime against tourists and reducing the prevalence of such crime. » Compulsory helmets for all visitors renting a motorcycle Police statistics on tourist related crime will be beneficial in developing the tourism sector. Such data not only indicate In support of the NSDP’s focus on improving health and where safety measures and education are needed but also promoting healthy lifestyles it is important that efforts are represent a barometer of community tensions/attitudes made to reduce health related incidents for visitors. There is towards tourism. a particular opportunity to focus on reducing injuries through driving accidents and particularly motorcycle injuries. It will • Regular (6 monthly) updates on core crime statistics be important for marketing materials to reflect this focus and relating to tourism for rental companies and police to assist in enforcement. • Number of visitor road accidents is reduced • Visitor admissions/use of ambulance is reduced 20 21 MONITORING AND EVALUATION FRAMEWORK MANAGEMENT AND GOVERNANCE Freq.

4. MONITORING AND Indicator Definition Baseline Target & Goals Data Key Role Report Whole of Bodies are formed 1-2 meetings by Sustained Govt NA NA CIT plus other Government/ by Government end of 2017 Govt and Industry key Government EVALUATION FRAMEWORK Industry and Industry and Industry groups coordinated Ministries approach. to enable more approach to Chamber of Number of coordinated issues and Commerce, meetings per responses communication Tourism Industry year Council % of industry All tourism 2016 Accred. levels 100% Accred. Annual CIT with inputs accredited operations in the accreditation Data from other Cook islands are within the next 3 Ministries accredited years IVS, BCI, AM, International Ongoing Sustained IVS Cont. CIT and CTS continue Visitor Survey; barometers data collection Qtrly other partner Business continue (IVS, BCI; across all survey Ministries/users Confidence Index; Accomm. Monitor) instruments. Accom. Monitor; Development of Community in-country survey Tourism Survey capacity Community Tourism Survey starts 2017 Additional spin- Additional outer Ongoing barometer Sustained data IVS various CIT, Local off surveys for island data is collection BCI Governments outer islands gathered through CTS Created the creation of AM ‘satellite’ surveys Population Tourism related Next census is Sustained Census 5 years Statistics, CIT Census contains questions added control collection over tourism census periods questions Population Tourism related Next census is Sustained Census 5 years Statistics, CIT Census contains questions added control collection over tourism census periods questions Broader Regular industry From 2017 Sustained regular BCI Qtly CIT and other stakeholder updates broader based dissemination of and as relevant news awareness (%) disseminated to dissemination via information on needed and info. sources stakeholders internet the industry User-pays funds Funds generated 2017 Fund in place Fund Regular Range of for environment through tax or and working at reports stakeholders from protection donation based local/national NGO through to systems scales. Amount Govt generated increases over time. 22 23 MONITORING AND MONITORING AND EVALUATION FRAMEWORK EVALUATION FRAMEWORK CULTURE AND HERITAGE HUMAN RESOURCE DEVELOPMENT Freq. Freq. Indicator Definition Baseline Target & Goals Data Key Role Indicator Definition Baseline Target & Goals Data Key Role Report Report Community Awareness of and 2017 Strengthening Comm. Bi- CIT and % Cook Island % of tourism 2016 Increase the BCI Semi- CIT, other awareness of support for the awareness of the Survey Annual other partner Maori/ Female workforce that percentage/ number Annual Ministries and support for tourism industry industry Ministries workers are Cook Island of Maori/women in the tourism (%) at an individual Maori/female workforce and community % of curriculum What % of the 2017 To increase the Edu Annual CIT, Education level featuring tourism curriculum percentage of school data Community Direct 2017 Increased direct Comm. Bi- CIT and content features tourism programs that feature involvement in involvement and/or indirect Survey annual other partner cases/themes? tourism in some way tourism % in tourism or involvement with Ministries % of students What % of 2017 To increase availability Edu Annual CIT, Education exposure to it the industry having access students have of tourism focused data Community Perceived impact 2017 Increased sense Comm. Bi- CIT and to tourism access to tourism courses at secondary perceived on income, of positive Survey annual other partner programs programs level impacts of Quality of life etc impacts, Ministries Number of What is the 2017 Grow number of school Edu Annual CIT, Education, tourism % reduction in school leavers transition from leavers moving into Data CITI, Industry negative entering the school into the training or industry Tracer industry or sector or training study further training Visitor Visitor interaction 2013 activity rates Growth in IVS Qtrly CIT and engagement with key cultural % of visitors other partner with cultural activities undertaking Ministries/users % of industry How does industry 2016 Increased business BCI Semi- CIT experiences culturally saying skills feel about the confidence in ability Annual immersive needs are met match between to have labour/training activities demand and needs met Visitor Visitor interaction 2013 satisfaction Sustained yield IVS Qtrly CIT and supply satisfaction with key cultural rates increase of 4% other partner Number of A series of career 2016 Build stories of success Web Annual CIT Education, with cultural activities Ministries/users career pathways pathway stories and development audit Industry experiences stories are developed through tourism, Tracer Visitor attitudes How do 2012/3 Increase in IVS Qtrly Statistics, CIT ensure that mix of skills, Study to local people community and those stating careers, gender etc are local people local people portrayed feature the and community % of businesses % of local tourism 2017 Increase the BCI Semi- CIT appealing aspects dimensions were owned/managed operations owned/ percentage/number Annual of visit appealing aspect by women managed by of women owning, of visit women managing businesses in Number of The range of 2017 Increased CIT Annual CIT the sector products cultural products number of Develop labour Increase data 2016 Build on data collected BCI Cont. CIT offering cultural available to the available force research collection from other sources. experiences visitor. Simple products with and data activities around Increase the range of count of product cultural focus labour force data Amount of User The amount of 2017 Increased Fund Annual CIT, Fund agents pays funding for user pays funding amount of user agent heritage that is transferred pays funding to to heritage heritage attractions Kia Orana Values Kia Orana 2016 Increased budget Kia Annual CIT program and outcomes Orana continues data 24 25 MONITORING AND MONITORING AND EVALUATION FRAMEWORK EVALUATION FRAMEWORK ENVIRONMENTAL MANAGEMENT ECONOMIC DEVELOPMENT Freq. Freq. Indicator Definition Baseline Target & Goals Data Key Role Indicator Definition Baseline Target & Goals Data Key Role Report Report Visitor Visitor feedback 2012/13 To reduce IVS Cont. CIT and Visitor Yield Visitor spend per 2013 Visitor Sustained yield IVS Cont. CIT and comments on on environmental negative Qtrly other partner person per day spend increase of 3-4% Qtrly other partner environment dimensions of their feedback on Ministries/users Ministries/users (+ -) visit –qualitative & environmental Return Visitation Expressed desire 2012/13 Consistent or IVS Cont. CIT and quantitative quality % Length of Stay to return Av. L. of rising % return % Qtrly other partner % of visitors Percentage of visitors 2012/13 Greater public IVS Cont. CIT and etc stay Rising L of Stay Ministries/users using car, who make use of these transport/ Qtrly other partner cycle or public transport forms. zero emission Ministries/users Business supply Business data 2016 BCI Increased BCI Semi- CIT, CoC transport transport, fewer linkages collected linkages to local annual car rentals economy % of rental Percentage of vehicles 2017 Increasing % of Rental Annual CIT and Industry Investment Measurement Time of Local Accreditation As CIT, BTIB, transport hybrid for rent that are zero rental vehicle impacts of the broader investment employment needed Accreditation or electric emission or hybrid stock is electric economic benefits Local economic % of tourism Trails, underwater 2017 Apply EIA to all Accred Annual CIT of investment linkages developments activities etc tourism products Visitor Review trends 2012/13 Increase in IVS Qtrly CIT, other complying with and experiences Comments on in comments positive feedback Annual ministries (eg EIA standards that are not fixed availability of from visitors that and decrease in Agriculture) in site local food/HC focus on food/ negative % of businesses Dual flush toilets and 2017 Part of CIT Annual CIT and Handicrafts with water other approaches and accreditation. Accred Accreditation Visitor spend Data on in country 2012/13 Increased spend IVS Qtrly CIT, other conservation tourism education Expand range program on local food/ and prepaid spend on local food Annual ministries (eg measures of businesses accredited handicrafts Agriculture) % Visitors Visitors discuss least 2012/13 Reduction in IVS Qtrly CIT Number of food The number of 2017 Increased role Accred BCI Annua CIT commenting on appealing aspects of visit % of negative Annual experiences & tourism offerings of food and Semi waste – incl. waste comments on products that focus on agri- food production Ann waste/garbage tourism in visitor % of tourism Business actively 2017 100% BCI, Annual CIT experiences enterprises engages in cutting waste engagement by Ind Accreditation Local food Local food and 2015/16 audits Sustained Web audit Cont. CIT and engaged in waste and educates clients industry in waste Assoc. program linkage cuisine in menus increase in local Qtrly other partner minimization incl. minimization Accred food in menus Ministries/users education Accreditation Cruise/Yacht Spend in country Data collection Implement IVS adapt. Cont. CIT and % of tourism Reduce % of tourism 2017 Build GCC Co As CIT/ Co Office/ Yield by cruise and required 2018 ongoing data other partner plant in areas plant located in places resilient and well Office needed Infrastructure yacht visitors collection Ministries/users vulnerable to vulnerable to GCC planned industry etc Awareness of Support for / 2017 Implement CTS Bi CIT and climate change that cruise and yacht awareness of ongoing data -Annual other partner Vaka Pride Strengthening local 2015 Number of vaka CIT Annual CIT tourism cruise/yacht collection Ministries/users program expands program/ initiatives to pride participants tourism. and budget enhance environment grows Improve increases Vaka Pride score card scores, improved Outer island Enhanced 2012/13 Survey Data on the IVS BCI Ongoing CIT, Local Improvements results environment research research to inform data mining tourism industry Government in Vaka Pride decisions in the outer scorecard islands Visitor Yield in Visitor spend in 2012/13 Visitor Sustained yield IVS Cont. CIT and Outer islands outer islands spend increase of 4% Qtrly other partner Ministries/users % of visitors Flow of visitors to 2012/13 flows Steady increase IVS Pass- Qtrly CIT and others travelling to outer islands based on port Annual Outer Is. infrastructure 26 27 MONITORING AND MONITORING AND EVALUATION FRAMEWORK EVALUATION FRAMEWORK MARKETING AND DESTINATION DEVELOPMENT HEALTH, SAFETY AND SECURITY Freq. Freq. Indicator Definition Baseline Target & Goals Data Key Role Indicator Definition Baseline Target & Goals Data Key Role Report Report Return on Marketing 2015/16 data Increase RoMI IVS, Annual CIT Disaster Performance 2017 Improving Emer Variable CIT and marketing investment: yield by specific CIT Response in response response serv. emergency investment per person market sources effectiveness to emergency effectiveness response Marketing Extent marketing 2017 web audit Greater cultural Audit Annual CIT situations services materials support materials promote content in % of operators Businesses have 2017 Increased number CIT Annual CIT local linkage linkages to food, web marketing with disaster clear and workable of businesses with Acc. Accreditation creation culture campaigns plans in place cyclone/disaster plans – rising to % of Marketing To what extent 2017 web audit Greater outer Web- Annual CIT response plans 100% materials support do marketing island content Audit Online info. Increase the 2017 Prepared visitors Health Annual CIT Health outer islands materials promote in web and easily available on number of Reduction in outer islands other marketing health care costs visitors aware of visitor complaints campaigns etc the health care / issues around Marketing Relevant material 2017 Build the range Web Annual CIT and costs in the Cook health charges materials provide to support and amount of audit other partner islands sustainable sustainable content available Ministries/users Visitor road Vehicular and 2017 Implement Police Semi- Police, CIT tourism info. in tourism is available in emerging accidents cycle accidents ongoing data reports annual emerging market in emerging market languages reported collection languages languages Percent of Visitors using 2017 All visitors use Rental Semi- Rental vehicle Develop/Refine Enhance/create 2017 Build the range CIT Bi- CIT visitors using helmets when helmets Cos annual sector, CIT Rapid Marketing stronger plans and strength Annual helmets using motor cycle Response plan to respond to of possible and bicycle. for Disasters disaster scenarios responses Visitor Records of visitors 2017 Reduce number of Health Annual CIT, Health %/No. of Product dev. 2017 Growth in Accred Annual CIT admissions/use using medical visitor admissions/ product that is supports number and of ambulance services use of services highly linked to economic linkage range of highly % of new and Increase the 2012 Increase the % of Intaff Bi- Intaff CIT local economy in areas linked, culturally existing tourism accessibility of tourism plant that CIT Annual Accreditation immersive businesses the Cook islands features access Accred product that are access tourism industry friendly design %/No. of Product dev. 2017 Growth in Accred Annual CIT friendly and increase product that supports Outer number and access related is outer island Is. and culturally range of outer information focused immersive tourism island product available online offerings Percentage of Accessibility audit Previous audit Ensure sustained Phys. 5 years CIT, Intaff, Increased Build stronger and 2017 Review all Various As CIT, all related Facilities and – access and 2012. 2018 next development in Audit Accred air linkages sustained air links proposed air needed Ministries buildings with internal fittings accessibility for Accred international and BUT grow links links in terms access features visitors domestic only at a rate that of impact on Percentage More information 2017 Web Bi- CIT reflects current current carrying of properties provided to the audit annual capacity capacity for highlighting visitor abour tourism. Grow accessibility in accessibility all air links in marketing options a considered fashion Reduction in Stray dogs annoy 2012 onward Reduction IVS Qtly CIT Esther visitor reports visitors on the in IVS data Annual Honey Health Amount of User The amount of 2017 Increased Fund Annual CIT, Fund agents of dog related road and foot showing visitor pays funding for user pays funding amount of user agent issues paths dissatisfaction with heritage that is transferred pays funding to stray dogs. to heritage heritage attractions Visitor related Tourism related 2017 Reduction in crime Police Regular Police, CIT crime % crime reported to and improved Crime Annual the police community-visitor Stats relations 28 29 CONCLUSION A focus on sustainability must lie at the centre of all future environmental and economic performance of the industry tourism planning in the Cook Islands. This Sustainable but also its ability to create sustained benefits for the local Tourism Development Policy Framework represents a population. simple starting point upon which a more comprehensive and In the end what is critical is “trust, understanding and better resourced Tourism Master Plan for the Cook Islands responsibility” between the visitor and the host. can be developed. Underpinning both the Kia Orana Values program and Whether tourism continues to grow in the Cook Islands, the STDPF is the core principal of Tupuranga Tangata – or experiences a down turn, challenges will inevitably be Development of our people. faced in attempting to achieve more sustainable forms of development. It is critical that the Cook Islands community see the benefits of tourism flowing into jobs, income and opportunity and The critical thing is to be able to respond to these challenges that the industry does not degrade local quality of life: if in a resilient and effective fashion. To do so requires a tourism works for the people, then the people will work for coordinated effort across government and industry and a tourism. realisation that “we are all in this together”. There is a need for a common focus and vision backed up by robust evidence based indicators of industry performance. While the recent growth in visitor numbers has been welcomed by many, and has created important income and employment opportunities for the country, there is no question that both industry and community have concerns about the ability of current levels of infrastructure and labour to meet visitor demand. There is also a strong sense that “Tourism needs to provide more opportunities for local people” and that a “Closer partnership between tourism and community is needed”. In this respect it is vital to not only monitor the 30