The Pacific’s rich cultures, traditions, and natural beauty have long shaped authentic visitor experiences that reflect the spirit of Pasifika. Building on this, Samoa and Fiji have launched a Peer-to-Peer Exchange on Community Tourism, coordinated by the Pacific Tourism Organisation (SPTO)—a first-of-its-kind initiative aimed at strengthening community-led tourism across the region.
While hosting visitors is deeply embedded in Pacific identity, transforming this cultural tradition into sustainable businesses presents both opportunities and challenges. Many communities face barriers, from limited access to market linkages and best practices, to gaps in financial management and investment strategies. The exchange provides a platform for direct learning, bringing together experts and community representatives from both countries to share experiences, lessons learned, and practical approaches 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 is supported by New Zealand Māori Tourism, alongside the Samoa Tourism Authority and Fiji’s Ministry of Tourism and Civil Aviation. It also aligns with the Pacific Sustainable Tourism Policy Framework (PSTPF), which envisions a resilient, prosperous, and inclusive Pacific tourism sector by 2030—one that improves community wellbeing while protecting and celebrating the region’s cultures, islands, and oceans.
Early outcomes of the Samoa–Fiji exchange include new insights into community tourism models, lessons in building gastronomy and culinary tourism, and stronger networks between operators in both countries. Key learnings have underscored the importance of supporting local supply chains, integrating traditional cuisine with modern flavours, and strengthening skills in entrepreneurship, governance, storytelling, and hospitality.
“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 upcoming 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). The framework will serve as a regional blueprint for advancing inclusive, community-centred tourism that prioritises cultural integrity, local ownership, and environmental sustainability.
