Suva, Fiji — The Pacific Tourism Organisation (SPTO) has proudly launched its 2025-2029 Strategic Plan, charting a forward-thinking vision for the future of tourism in the Pacific Islands. This bold roadmap aligns closely with the 2050 Blue Pacific Continent Strategy and centers around six Strategic Focus Areas (SFAs) designed to elevate tourism as a sustainable, inclusive, and economically vital sector for the region. With support from the Asian Development Bank’s Pacific Private Sector Development Initiative (PSDI), SPTO’s plan sets a new standard for tourism that is both resilient and future-focused.
SPTO Chief Executive Officer Christopher Cocker shared that the 2025-2029 Strategic Plan was developed through extensive consultation with all stakeholders in the industry. “This strategic plan reflects our commitment to leading responsible tourism that resonates with the unique cultural and environmental strengths of our Pacific nations. Through sustainable practices and meaningful partnerships, we aim to support the wellbeing of our communities and drive economic opportunities across our member countries. I am grateful to our partners, Matthew Capper and David Ermen from PSDI, whose expertise has been invaluable in shaping a plan that places people, culture, and sustainability at its core.”
Six Strategic Focus Areas to Drive Pacific Tourism Forward
The 2025-2029 Strategic Plan is built on six pivotal SFAs, each crafted to respond to the Pacific’s unique challenges and opportunities in tourism:
- Sustainable Destination Management – Focusing on environmental conservation, cultural preservation, and community well-being, this SFA supports a cohesive and resilient tourism ecosystem that prioritizes sustainability.
- Marketing Support and Events – By facilitating collaborative marketing and empowering members to spotlight their distinctive cultural and natural assets, SPTO aims to attract visitors seeking authentic experiences and support destination branding.
- Research Coordination and Insights – Through improved data collection and analysis, SPTO will drive responsible tourism decisions, leveraging insights for better planning and strategic growth across the region.
- Partner Coordination and Support – Strengthening collaborations with private stakeholders, member countries, and international partners, SPTO will serve as a coordinating hub to enhance partnerships that benefit all involved.
- Capacity Building and Training – Recognizing the sector’s dynamic nature, SPTO will implement and support the coordination of robust and relevant training programs that build the skills, knowledge, and adaptability of tourism professionals and meet the needs of our tourism sector.
- Connecting Tourism and Aviation – This SFA will address the critical synergy between tourism and aviation, ensuring these sectors work together to maximize connectivity and economic benefits for the Pacific Islands.
Reflecting on the scope of the new strategy, Matthew Capper from the Pacific Private Sector Development Initiative remarked, “We are pleased to support SPTO’s leadership towards a more inclusive and sustainable tourism sector in the Pacific. This plan seeks to balance tourism’s capacity to drive economic development with critical social, cultural and environmental concerns that are core to both the region’s identity and the future health of the tourism sector. I am excited to see SPTO work in partnership with others to shape the region’s tourism landscape for the benefit of Pacific communities.”
Consultant David Ermen added, “The 2025-2029 Strategic Plan sets a vision and a commitment for how SPTO with its members and partners can foster tourism that respects and protects the Pacific’s unique cultures and ecosystems. The focus on capacity-building and sustainable destination management highlights SPTO’s dedication to supporting the Pacific towards a resilient future through tourism development.”
SPTO’s forward-looking approach emphasizes not only enhancing the tourism sector but also building robust systems to support its continued evolution. As the Pacific tourism sector recovers from global disruptions, the Strategic Plan will guide members in fostering inclusivity and capitalizing on emerging trends in experiential and sustainable travel. SPTO is committed to continuously improving operational support, good governance, and accountability to deliver impactful outcomes.
Cocker concluded, “This strategy represents our shared vision with member countries and development partners. Together, we can build a tourism sector that not only rebounds but thrives—ensuring the Pacific’s natural beauty, rich heritage, and vibrant communities benefit for generations to come.”
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