Tuesday, May 27, 2025
The Pacific Tourism Organisation (SPTO) is spearheading critical capacity-building efforts in New Caledonia this week, reinforcing the region’s commitment to sustainable, inclusive, and digitally enabled tourism. A delegation from SPTO arrived in Noumea to conduct a two-day workshop from May 22nd to 23rd, focusing on enhancing key aspects of the tourism industry: Digital Marketing, Research & Statistics (R&S), and Sustainable Tourism. These workshops are a vital part of SPTO’s broader strategic initiatives aimed at supporting Pacific Island nations in building resilient tourism sectors in the face of evolving global challenges.
Regional Context: Tourism as a Pillar of Economic Recovery and Sustainable Development
Tourism plays a pivotal role in the economies of Pacific Island nations, including New Caledonia, contributing substantially to employment, government revenue, and cultural exchange. According to the New Caledonia Government’s tourism department and regional bodies such as the Pacific Community (SPC), tourism is recognized as a vital sector for sustainable economic growth and climate resilience.
The COVID-19 pandemic severely disrupted the tourism industry across the Pacific, prompting regional cooperation and recovery strategies. The New Caledonia Government’s official tourism portal emphasizes sustainable development and digital transformation as cornerstones of their tourism recovery plans. The SPTO’s current mission supports these national goals by equipping local tourism stakeholders with the tools to harness digital platforms, improve data collection and analysis, and embed sustainability principles into their operations.
Workshop Themes: Digital Marketing, Research & Statistics, and Sustainable Tourism
The two-day workshop is designed to empower New Caledonia’s tourism professionals with up-to-date knowledge and practical skills in three critical areas:
- Digital Marketing: As global tourism becomes increasingly digital, effective online marketing is crucial for attracting visitors, building brand visibility, and competing internationally. The workshop focuses on strategies for leveraging social media, search engine optimization (SEO), and targeted digital campaigns, aligning with the New Caledonia Tourism Office’s efforts to modernize their promotional activities.
- Research & Statistics (R&S): Robust tourism data is essential for informed decision-making and policy development. Improved data collection and analysis support better market insights, trend forecasting, and resource allocation. The workshop aligns with the broader Pacific Data Hub initiatives supported by regional organizations like the Pacific Islands Forum Secretariat and SPC, which emphasize the importance of evidence-based tourism management.
- Sustainable Tourism: Sustainable practices ensure tourism benefits local communities and environments while preserving cultural heritage and natural resources. This theme reflects the New Caledonia Government’s Sustainable Tourism Strategy, which prioritizes environmental protection, community engagement, and responsible tourism growth to safeguard the region’s unique biodiversity and indigenous cultures.
SPTO’s Strategic Role and Regional Collaboration
SPTO Chief Executive Officer Christopher Cocker highlighted the significance of this mission in fostering regional collaboration and supporting New Caledonia’s recovery from the pandemic’s impacts:
“Tourism is more than an economic driver—it is a platform for cultural exchange, environmental stewardship, and regional solidarity. As we implement our 2025–2029 Strategic Plan, we recognize the importance of equipping our member countries with the tools, skills, and data needed to thrive in an increasingly competitive and digital global tourism landscape.”
This mission is part of SPTO’s ongoing Regional Recovery Approach (RRA), which works closely with member governments to accelerate tourism sector recovery through targeted technical assistance and knowledge sharing. The RRA aligns with the broader Pacific Regional Economic Framework and Sustainable Development Goals endorsed by the Pacific Islands Forum and the United Nations.
SPTO’s engagement with New Caledonia reflects a broader regional commitment to capacity building and partnership. The organization collaborates with government agencies, tourism offices, international development partners, and industry stakeholders to ensure tailored support that meets local needs.
Supporting New Caledonia’s Tourism Industry Membership Programme
An important aspect of SPTO’s work during the visit is promoting the Tourism Industry Membership (TIM) Programme, which fosters closer engagement between government, industry, and communities. The TIM Programme is designed to build a united tourism sector through shared information, collaboration on standards, and collective marketing efforts.
The New Caledonia Tourism Office, which supports the workshop logistics, benefits from this alignment, strengthening its capacity to lead sustainable growth initiatives and enhance visitor experience.
Government and Regional Support for Tourism Innovation
New Caledonia’s government tourism website outlines commitments to digital innovation and sustainability, including initiatives such as eco-certification schemes, community-based tourism projects, and digital platform development. These are reinforced by regional bodies such as the Pacific Islands Forum Secretariat, which advocates for digital transformation as part of its Pacific Digital Strategy, and the SPC’s tourism and environment programs.
The SPTO workshop’s focus on research and statistics ties directly into government priorities for data-driven tourism management. Enhanced data capabilities enable better planning, crisis response, and policy evaluation — essential for adapting to ongoing challenges such as climate change, market volatility, and changing traveler preferences.
Building Resilience Through Knowledge Sharing and Capacity Building
The SPTO mission demonstrates the power of knowledge sharing in building a resilient Pacific tourism sector. Workshops such as this provide opportunities for local tourism operators, government officials, and community representatives to learn from regional best practices and emerging trends.
Capacity building in digital marketing equips businesses to reach new markets and adapt to changing consumer behaviors. Emphasizing sustainable tourism ensures the preservation of New Caledonia’s unique natural and cultural heritage for future generations while supporting inclusive economic growth.
The research and statistics component strengthens evidence-based decision-making, supporting both public and private sector stakeholders to make informed investments and policy decisions.
Future Prospects and Regional Integration
As New Caledonia recovers and evolves its tourism sector, continued regional cooperation will be essential. SPTO’s role as a regional facilitator enables member countries to share resources, knowledge, and strategies that support sustainable development goals.
Looking ahead, SPTO’s 2025–2029 Strategic Plan emphasizes digital transformation, climate resilience, and regional solidarity as priorities for the Pacific tourism sector. This aligns with New Caledonia’s own tourism vision and government strategies promoting sustainable growth, environmental protection, and socio-economic development.
The ongoing partnership between SPTO, the New Caledonia Government, and regional stakeholders reflects a collective commitment to building a future-ready, competitive, and responsible tourism industry that benefits all Pacific peoples.
Summary
- The Pacific Tourism Organisation is conducting a two-day capacity-building workshop in New Caledonia focused on digital marketing, research and statistics, and sustainable tourism.
- The mission supports New Caledonia’s tourism recovery, aligned with national and regional strategies emphasizing sustainability and digital transformation.
- SPTO’s Regional Recovery Approach and Tourism Industry Membership Programme strengthen regional collaboration and capacity.
- The workshop enhances skills and knowledge to help New Caledonia’s tourism sector adapt to evolving global challenges and seize emerging opportunities.
- Government agencies and regional organizations back these efforts through policies, data initiatives, and sustainable tourism frameworks.
- The mission underscores SPTO’s ongoing commitment to fostering a resilient and inclusive tourism sector across the Pacific.
