Responsible tourism

This strategy, which has been developed jointly with the local population and public and private tourism stakeholders, unveils an ambitious action plan up to 2027, which aims to protect natural resources, enhance and protect cultural heritage, optimise the economic and social benefits of tourism for the local population and promote a quality experience for visitors.

Indeed, “our ambition is to be a responsible destination that prioritises quality over quantity. That’s why the FM27 strategy includes principles such as a threshold of 280,000 tourists by 2027, or a ratio of 1 tourist per inhabitant,” explains Jean-Marc Mocellin, Managing Director of Tahiti Tourisme. “The two main assets that set us apart from other seaside destinations are our people, their authenticity, their sense of welcome and their extremely rich culture. Our second asset is our environment and our nature, which we absolutely must preserve,” continues Jean-Marc Mocellin.

That’s the background to this awareness-raising campaign. Its aim is to inform the local population about the content of the FM27 roadmap and to raise awareness of the actions that can be taken by everyone to ensure that tourism is sensible, inclusive and sustainable.

This awareness-raising campaign is based around the broadcasting of two series of videos:

• The first, entitled “En route vers un tourisme inclusif et durable à The Islands of Tahiti” (Towards inclusive and sustainable tourism in Tahiti and its Islands), features testimonials from tourism professionals explaining the FM27 strategy and the vision of sustainable tourism for The Islands of Tahiti.

• The second, in the form of an animated video for a more educational approach entitled “Together, let’s take action for sustainable tourism“, presented by Hina, a young Polynesian girl in an animated character version, already known to the local public from the campaign launched in 2020 on barrier gestures during the Covid-19 pandemic.

Available in French, with subtitles in English and Reo Tahiti, the video in this series features a child asking his father about the future of Fenua when he sees images of overtourism in other countries. The answers are then given through the testimonies of those involved in tourism and Polynesian culture: the FM27 tourism development strategy and the resulting economic, social and cultural issues, in other words, the importance of sensible tourism for the development of The Islands of Tahiti.

The summary video will be broadcast locally on TV channels and social networks from 14 March, as well as internationally via Tahiti Tourisme representatives.

This will be followed by the local and international broadcast on social networks of the other four videos in the series, which feature longer, more detailed versions of testimonials from Polynesian players.

In addition to the first series of videos mentioned above, another series of animated videos entitled “Together, let’s take action for sustainable tourism” will also be broadcast as part of TahitiTourisme’s awareness-raising campaign.

Aimed at the local population and those involved in Polynesian tourism, the aim of these short animated videos is to raise awareness and inform as many people as possible, whatever their age, about the actions that need to be put in place for inclusive and sustainable tourism.

Guided by the animated character Hina, the audience will learn, for example, how the destination will organise itself to implement the new FM27 roadmap (e.g. reference to the criteria of the World Council for Sustainable Tourism), how tourism can contribute to the local economy and employment, and how to preserve our culture and environment.
The series will consist of around 15 videos, available in two languages, French and Reo Tahiti, which will be rolled out on social networks and on the two local television channels until the end of the year. The first episodes will be broadcast from 14 March.

The two series of videos will be broadcast throughout 2023, from March to December, and a media plan also includes advertising in local magazines, posters on 4×3 billboards on the island of Tahiti, web banners on local media websites, and posters and brochures in local communities and tourist boards in Tahiti and the islands.

Stay tuned to the Tahiti Tourisme Facebook page, YouTube and find the whole campaign on www.TahitiTourisme.org.

Māuruuru roa,

The Tahiti Tourisme team.