Case Studies

The Pacific Private Sector Development Initiative (PSDI) is working with the Tourism Authority of Kiribati (TAK) to establish and grow a sustainable tourism sector in Kiribati. As part of this, PSDI has supported the development of the TAK Strategic Plan, 2024–2026; the National Sustainable Tourism Policy; a set of indicators to support the measurement of the sustainability of tourism; a target market analysis; and a destination brand strategy.

Tourism's contribution to gross domestic product in Kiribati is about 2%–5%, one of the lowest levels in the Pacific. Recognizing the sector’s largely untapped potential, the Government of Kiribati plans to develop the tourism sector as a strategic priority, as outlined in the key government document, Kiribati 20-Year Vision, 2016–2036. This vision document highlights the potential of the tourism industry to be a key driver of sustainable economic development, cultural and environmental preservation, and social well-being.

PSDI has been supporting this ambition by working closely with TAK to provide a comprehensive multiyear package of technical support to help sustainably shape the enabling environment for tourism. This work, which began in fiscal year (FY) 2023 (ended 30 June 2023), has included developing a national tourism policy, a corporate strategic plan, sustainable tourism indicators, a market analysis, and a new destination brand strategy.

PSDI’s support led to the Government of Kiribati launching its first-ever Kiribati Sustainable Tourism Policy and the TAK 2024–2026 Strategic Plan on 13 January 2024. The Kiribati Sustainable Tourism Policy lays the foundation for whole-of-nation tourism sector planning that will minimize the negative impacts of tourism while maximizing its economic benefits and provides a 10-point action plan to guide the first 12 months. Kiribati is now among the few Pacific countries that have formalized their commitment to sustainable tourism through a dedicated policy. The TAK strategic plan provides a road map for Kiribati’s national tourism office to lead tourism sector development in a manner that enhances Kiribati’s competitiveness as a tourism destination, nurtures a sustainable tourism sector, and fosters practices that protect people and the environment.

Through the development of the sustainable tourism policy and TAK strategic plan, PSDI worked closely with counterparts at TAK, to not only support them through the policy development process but also to help develop their ongoing implementation capacity. TAK’s former chief executive officer at the time of the policy’s development and launch, Petero Manufolau, said that PSDI’s technical support had been “instrumental” in guiding the development of the documents, and the partnership “helped enhance capacity within TAK and strengthen its relationship with relevant stakeholders.”

In line with the TAK strategic plan, which identified key initiatives to strengthen tourism data collection and enhance destination marketing, PSDI is supporting TAK in implementing two of these initiatives: a comprehensive tourism market analysis and a new destination branding strategy. To inform and validate the branding strategy and market analysis findings, PSDI supported TAK to consult more than 80 key stakeholders. The market analysis findings and branding strategy are expected to be released in late 2024, and aim to strengthen Kiribati’s international appeal and drive sustainable tourism growth.

“This policy charts a course toward sustainable tourism and shall be the foundation on which our future tourism development will be guided," said Minister Michael Booti Nauan, Ministry of Tourism, Commerce, Industry and Cooperatives.