Tourism Authority Kiribati

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The Tourism Authority of Kiribati support ‘Ara Tanobakoa’ Beach Clean-Up Campaign

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The Tourism Authority of Kiribati has been participating in *Ara Tanobakoa” beach clean-up campaign initiated by the Ministry of Fisheries and Marine Resources Development (MFMRD).

“Ara Tanobakoa” beach clean-up campaign is an ongoing clean-up campaign surrounding the MFMRD’s Eco-farm site at the Bonriki Ananau Causeway with an objective of transforming and beautifying the site to support an upcoming infrastructure project to develop a Marina in the area. This beautification initiative will give visitors a positive impression of Tarawa the capital and Kiribati as they start their exploration of the island beginning from Bonriki International Airport.

Team TAK continues to support this initiative aligning it to the Kiribati Sustainable Tourism Policy which supports the key Goal 1 “Tourism will conserve the natural environment”

TAK joins the Kiribati Delegation to the 13th FESTPAC 2024

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The Tourism Authority of Kiribati (TAK) participated in the FESTPAC 2024 (Festival of Pacific Arts & Culture) held in Honolulu, Hawaii from the 6th to 16th June. TAK was part of Kiribati delegation to the FESTPAC 2024 comprised of local weavers, dance performers, handicraft vendors, composers, local designers, and artists who attended the vibrant celebration along with their brothers and sisters from other Pacific Island nations to share their unique cultural heritage and artistic expression.

Representing one of the smallest nations in the Pacific, the Kiribati delegation brought a rich tapestry of traditional dances, music, crafts, and storytelling to the festival. Their performances captivated audiences, showcasing the resilience and deep-rooted cultural pride of the Kiribati people.

Throughout the event, the Kiribati delegation actively engaged with participants from other Pacific nations, fostering cultural exchange and mutual understanding. They shared their traditional knowledge and practices, highlighting the importance of preserving and promoting indigenous cultures in a globalized world.

Beyond performances, the Kiribati delegation’s presence at Festpac 2024 underscored their commitment to cultural preservation and sustainability. Discussions and workshops focused on environmental challenges facing Kiribati and other Pacific Island nations, emphasizing the interconnectedness of cultural heritage and environmental stewardship.

Overall, the Kiribati delegation’s participation in Festpac 2024 was a testament to their cultural vitality and their role in the broader Pacific community. It reinforced the importance of cultural diversity and collaboration in celebrating and safeguarding the unique identities of Pacific Island nations. The delegation also used this festival to connect, learn and share with other participating Pacific artists, as a way to promote cultural tourism.

The ‘Mauri Way’ Tourism & Hospitality Customer Service Training Program rolls out in North Tarawa

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The Tourism Authority of Kiribati (TAK) has completed delivering a four-day Tourism & Hospitality Mauri Way Customer Service Training Program to local tourism operators in North Tarawa. The training was held from Wednesday 12th to Saturday 15th June 2024 at Moturerei Motel Maneaba in Abaokoro, North Tarawa.

The Mauri Way is a Kiribati Tourism & Hospitality Customer Service training program designed to educate our local operators in ways to share our culture with visitors and deliver a memorable and exceptional visitor experience, the Kiribati way.

This new program aims to empower local representatives from accommodation providers and communities with valuable insights and knowledge to enhance customer service to a national level, creating a memorable visitor experience.
Mauri Way Customer Service training program was covered with Seven modules including:

• Module 1: Introduction/Overview of Te Mauri Way
• Module 2: First Impression
• Module 3: Types of Travellers and Cultural Awareness
• Module 4: Anticipating Travellers Needs and Wants
• Module 5: Problem-Solving, Complaint Handling and Conflict Management
• Module 6: Customer Service
• Module 7: Bring it all Together.

As part of this training, participants engaged in various activities led by the trainers, including role-play demonstrations, group presentations, and Q&A sessions. The training was conducted by two tourism officers, Ms. Monika Rikita and Ms. Tie Manuera, an Acting Assistant Tourism Officer.

Sixteen participants from various local tourism operators attended the newly introduced Mauri Way training. These participants represented Buariki Paradise Resort, Tarabuka Hideaway Lodge, Moturerei Motel, Oceanview Motel, and Eutan Tarawaieta Council.

Tourism Authority of Kiribati continues to acknowledge the Pacer Plus Implementation Unit for financing this program and for the Ministry of Tourism Commerce Industry and Cooperatives for smooth support and facilitation during the delivery of the new national Tourism & Hospitality Mauri Way Customer Service training program.

Kiribati Draws Closer to a New Destination Brand

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The Tourism Authority of Kiribati (TAK) is making significant progress towards unveiling a new destination brand for Kiribati. This development follows the successful Branding Validation Workshop held on June 20, 2024, at the Marine Training Center (MTC) in South Tarawa. The workshop coincided with the visit of branding consultant Mr. Carl Solomon from the Destination Marketing Store (DMS) in Australia. Mr. Solomon conducted the workshop to share the results of his consultation in South Tarawa, which took place in March 2024.

Mr. Solomon was referred to TAK by the Pacific Private Sector Development Initiative (PSDI), a regional technical assistance program partnered with the governments of Australia and New Zealand, and the Asian Development Bank (ADB). The PSDI is funding the project to assist TAK in developing a new destination brand for Kiribati.

The primary goal of the rebranding initiative is to create a refreshed brand that aligns with the values of the Kiribati community and key policies and strategies, such as the Kiribati Vision 20 (KV20), the Kiribati Sustainable Tourism Policy (KSTP), and TAK’s Strategic Plan.

Mr. Solomon emphasized that the new brand would center around the Local Hero archetype, highlighting the ‘I-Kiribati’ culture, heritage, and community. He noted that the brand will be shaped by the people of Kiribati, reflecting how they wish to present their destination brand to the world. The aim is to capture their passion for their homeland and culture while delivering unique visitor experiences that attract high-yield, low-impact tourism. This brand approach promotes sustainable tourism development, balancing cultural preservation, environmental protection, and economic growth.

The Branding Validation Workshop on June 20th brought together representatives from the local tourism industry, NGOs, and government agencies. Mr. Solomon presented the Kiribati New Brand Strategy and visual brand identity concepts, inspired by the Local Hero archetype. Despite the progress made during the workshop, TAK recognizes that further work is needed to finalize the brand, with the official launch planned soon this year, 2024.

Abemama Island revisited to re-engage Community-Based Tourism Operators.

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After launching Abemama as a tourism-ready island in 2022, the Tourism Authority of Kiribati (TAK) has revisited the island to support and evaluate tourism operators as part of its sustainability plan. TAK conducted a monitoring and evaluation (M&E) assessment from May 10th to 19th, focusing on Community-Based Tourism (CBT) operators.

This initial M&E mission aimed to ensure ongoing engagement with CBT operators, maintaining strong partnerships and successful tourism operations. During the visit, Ms. Kiarake Karuaki introduced the concept of homestay development to CBT operators. She emphasized how homestays can complement existing tour programs, highlighting the potential for tourism to grow and benefit the community. Homestays, being a popular trend in the travel industry, offer authentic experiences that can enhance the appeal of Abemama.

As part of the mission, TAK established the Abemama Tourism Working Group Committee. This committee includes representatives from tour operators, accommodation providers, and the island council. Its purpose is to oversee tourism operations, address challenges, and ensure smooth and effective management. The executive body of the committee will play a crucial role in coordinating efforts and supporting the tourism sector on the island.
The M&E mission reflects TAK’s ongoing commitment to supporting CBT operators. By continuously monitoring and evaluating tourism operations, TAK aims to strengthen partnerships and ensure sustainable tourism development on Abemama.

TAK attends the Pacific Tourism Organization’s Research Symposium

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Two officers from the Tourism Authority of Kiribati (TAK) participated in a significant Research Symposium, held in Nadi, Fiji at the Novotel Hotel and Tanoa Hotel from April 29th to May 2nd, 2024. The Symposium was hosted by the Tourism regional body the Pacific Tourism Organisation also known as the South Pacific Tourism Organization (SPTO).
The workshop proved to be an invaluable opportunity for professional development in the field of tourism analysis. The symposium covered essential topics, including research design fundamentals, various research methodologies, survey design principles, basic skills in SPSS software and Monitoring and Evaluation learning components. These components were essential for enhancing the skills of tourism participants in tourism research.

Throughout the symposium, participants engaged in an interactive sessions and practical activities aimed at deepening their understanding on research analysis.

The workshop allows attendees to exchange insights and experiences with fellow professionals from the region. Moreover, the event facilitated networking opportunities, enabling the Research and Statistics Tourism Officer to establish valuable connections within the tourism industry. As a result, the symposium not only enhanced individual competencies but also contributed to the collective effort towards fostering sustainable tourism development in the Pacific region.

TAK’s Mauri Way Hospitality & Customer Service Training Program Rolls out in Tarawa

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The Tourism Authority of Kiribati (TAK) has initially rolled out its new Hospitality & Customer Service training program, ‘Mauri Way’. This new tourism training program commenced on Tuesday, May 14th to Friday, 17th 2024, at St. Joseph Parish Hall in Bikenibeu in South Tarawa’s capital and was attended by local tourism operators from South Tarawa and North Tarawa.

The Mauri Way is a Kiribati Tourism & Hospitality Customer Service training program designed to educate our local operators in ways to share our culture with visitors and deliver a memorable and exceptional visitor experience, the Kiribati way.

Introducing the Mauri Way Tourism & Hospitality Customer Service training program was therefore aimed at empowering all local tourism operators in Kiribati with valuable insights and knowledge to boost their customer service to a national level and enhance visitors’ experiences.

TAK has already completed two rounds of Mauri Way training. The first cohort consisted of operators from North Tarawa, and the second cohort was held from May 21st to 24th, 2024, with local operators from South Tarawa at the Youth for Christian Living (YCL) Conference room in Antebuka in South Tarawa.

The training covered seven modules, which include:
Module 1: Introduction to Mauri Way,
Module 2: First Impression,
Module 3: Types of Travellers and Cultural Awareness,
Module 4: Anticipating travellers’ needs and wants,
Module 5: Problem-solving, Complaint Handling, and Conflict Management,
Module 6: Customer Service
Module 7: Bringing it all together.
The training was conducted by two Tourism Officers, Senior Tourism Officer Ms. Ereata Benson, and Tourism Officer Ms. Monika Rikita.

A total of 25 participants from various tourism operators attended the training, with 8 joining the first session and the remaining 17 participating in the second session.
The Tourism Authority of Kiribati acknowledges the Pacer Plus Implementation Unit for funding this training program and the Ministry of Tourism, Commerce, Industry & Cooperatives for their support and facilitation during the delivery of this new national hospitality & customer service training program

Tourism Authority of Kiribati Showcases ‘Come Visit Kiribati’ at South Pacific Tourism Exchange 2024

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The Tourism Authority of Kiribati (TAK) is happy to announce that its Tourism Marketing team has just returned from participating at the South Pacific Tourism Exchange 2024 (SPTE2024) that took place on the 4th-5th May at Denarau, Sheraton Resort in Nadi, Fiji.

The SPTE2024 is a prestigious tourism trade meeting event (B2B) held annually and is organized by the South Pacific Tourism Organisation (SPTO) to present a cost-effective platform for its Pacific Island partners to travel from all corners of the Pacific to meet at one location to exchange their exciting tourism products with international buyers from across the globe who are made up of international travel agents and tour operators who are also seeking and exploring new travel holiday products to promote with their clients in their foreign countries.

The Senior Marketing Officer from TAK, Mr. George Kum Kee indicated that at SPTE2024 the TAK Marketing team engaged with 59 travel industry professionals, tour operators, and media representatives to promote the country’s unique tourism offerings. The trade networking was held in 15-minute meeting intervals which were considerably very brief meeting encounters, however, most of the work will come after the SPTE event with a series of follow-throughs to provide the buyers with a Kiribati tourism destination information e-kit. The officer added that through networking events, business appointments, and destination presentations, Kiribati aims to increase awareness of its tourism potential and attract more visitors to its shores.

George emphasized that Kiribati’s presence at this prestigious event underscores its commitment to fostering sustainable tourism growth and highlighting the promotion Kiribati’s niche tourism attractions. He added that, apart from the natural beauty of Sun, Sea & Sand that we all share similarly with our neighboring Pacific Islands, Kiribati participated in promoting its niche tourism experiences such as authentic cultural experiences through cultural community-based tourism activities, world-class fishing in Kiritimati Island, Scuba diving in Kiritimati Island, Birdwatching & wildlife tourism, and surfing Kiritimati & Fanning Island. The team shared the notion with the buyers that tourism in Kiribati is for specific travellers seeking off-the-beat & path adventure and authentic experiences like cultural encounters and experiencing aquatic marine activities. TAK therefore looks to forge new partnerships after this SPTE and looks forward to welcoming more visitors to Kiribati.

With its participation in the South Pacific Tourism Exchange 2024, the Tourism Authority of Kiribati aims to position the country as a must-visit destination in the South Pacific, inviting travellers to discover the magic of Kiribati’s islands and create lifelong memorable experiences.

Empowering Tourism in Kiribati: A Transition in Operational License Collection

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The Consultation Team, comprised of representatives from the Tourism Authority of Kiribati (TAK), the Ministry of Internal Affairs, and the Ministry of Tourism, Commerce, Industry and Cooperatives ( MTCIC) commenced its consultation with Local government Island Councils on April 5th, 2024. The purpose of this consultation was to inform the Island Councils of the transition in the collection of tourism operational licenses from island councils to the Tourism Authority of Kiribati, commencing early next year, 2025. These tourism operational licenses are currently managed by the island councils under the jurisdiction of the Ministry of Internal Affairs. However, under the Tourism Act 2018, the TAK has been mandated to collect these licenses from the accommodation providers. So for this year 2024, all Tourism operators are still required to pay their licenses to their respective councils prior this transition commencing early next year.

The first island council that was visited recently for the consultation with the TAK Team was Eutan Tarawa Council given its proximity to the Capital South Tarawa and has the highest number of commercial accommodations compared to other island councils of Kiribati. TAK team expressed its gratitude to the councillors for voicing their concerns and took the opportunity to provide clarity on the necessity of collecting operational licenses for accommodation from the island councils.

The rationale behind this initiative includes:

1. Marketing Fund Allocation: The funds collected through these licenses from accommodations will contribute to a Marketing Fund. This fund will be reinvested to benefit accommodation owners by facilitating marketing and promotional activities aimed at showcasing their establishments and services to international markets.

2. Service Enhancement: Additionally, the marketing fund will support tourism operators in improving their services, specifically, it will enable the provision of essential training programs, such as those focusing on hospitality and customer service provided by the Tourism Authority (TAK). These trainings aim to elevate the standards in existing guesthouses thereby minimizing potential complaints from guests and enhancing guest experiences. These are some of the key reasons elaborated by the Standards and Licensing Manager- Mr Iataake King

With all clarifications and deliberations made, the Mayor on behalf of the full council members gave a final remark or decision that Eutan Tarawa Council is supporting this plan and willing to work with TAK in this undertaking. The meeting ended with positive feedback from the full council members. The next consultation will be TAK team visiting Betio Town Council before continuing with the rest of the island councils of the outer-islands. This transition signifies a significant step towards streamlining tourism operations in Kiribati ensuring a more efficient and effective management system for operational licenses. By centralizing the collection of operational licenses, the TAK aims to empower local accommodation and tour operators, enhance service standards, and ultimately boost tourism in Kiribati.

Religious Visitors Emerging as a New Market Segment for Kiribati

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During the last quarter of 2023, Kiribati experienced a significant change in its visitor patterns, particularly in the duration of stays. Religious visitors, in contrast to corporate and leisure groups, extended their visits, averaging 20.7 nights—making them the longest-staying group in quarter 4. Religious visitors comprise a specific market segment within tourism that focuses on individuals traveling for religious purposes.

This shift contrasts with previous trends where corporate and leisure visitors tended to stay longer than religious travellers. In quarter 3 of 2023, for instance, corporate visitors spent an average of 14.6 nights, leisure groups stayed 9 nights, while religious visitors stayed only 7 nights.

This trend indicates a growing preference among religious visitors for Kiribati, possibly due to the unique appeal or significance they find in the destination. Their prolonged stays not only demonstrate a deeper connection with the local communities and their religious practices but also positively impact the tourism economy, fostering longer-lasting relationships and opportunities for cultural exchanges.

Acknowledging the importance of religious tourism and its economic impact, stakeholders are encouraged to adjust their strategies accordingly. By catering to the specific needs and preferences of religious travelers, the overall tourism experience can be enhanced significantly. Embracing this trend also opens doors for collaboration with religious institutions and community groups, promoting sustainable tourism practices and preserving the cultural heritage of Kiribati for future generations.

The Tourism Authority of Kiribati is responsible for working with our partners to encourage travelers to come to Kiribati and spend time exploring our country.

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