The strategy was co-constructed with the local population as well as tourism professionals in the public and private sector. It is an ambitious plan of action in place through 2027, and its main goals are the protection of natural resources, anhance and protect cultural heritage, optimizing the economic and social benefits of tourism for the local population and providing visitors with an authentic experience.
In the words of Jean-Marc Mocellin, CEO of Tahiti Tourisme: “The ambition is to become a responsible destination which favors quality over quantity. To this end, the FM27 strategy includes certain key principles, such as managing the rate of visitation, projected to be 280,000 by 2027(a ratio of one tourist per inhabitant). Our two major assets which distinguish us from our competitors are the local population with its authenticity, rich culture and sense of welcome, and the natural environment, which must be preserved at all costs.”
The purpose of this public awareness campaign is to inform the local population of the FM27 roadmap and the contribution everybody can make to help achieve a tourism industry that is responsible, inclusive and sustainable.
The campaign revolves around two series of videos:
- The first, entitled “Towards inclusive and sustainable tourism in The Islands of Tahiti”, involves the participation of tourism professionals who explain the FM27 strategy and its objective of achieving responsible tourism in The Islands of Tahiti.
- The second is a series of animated films entitled “Working together towards sustainable tourism”, presented by Hina, the animated version of a young Polynesian. Hina is already known to the general public thanks to the campaign about safety precautions during the Covid-19 epidemic in 2020.