Balancing sustainability, regeneration, liveability and economic growth remains one of the greatest challenges for the global tourism industry. For Australia and the South Pacific, where tourism is a vital driver of livelihoods and economies, finding this balance has become urgent.
A four-year research project led by Professor Chris Fleming of the Griffith Institute for Tourism has sought to address this challenge, culminating in the launch of the Pacific Better Practice Tourism Guide in May 2025. Developed in collaboration with Pacific Island partners, the guide provides a new framework for how tourism can deliver positive outcomes for communities, economies, and the environment.
“The ability of tourism to deliver genuine and lasting sustainable development is still severely lacking,” Professor Fleming said.
“We need a new model that balances financial returns with social and environmental objectives—particularly in regions where tourism underpins local economies.”
A blueprint for change
The guide was developed with input from a diverse Community of Practice representing eight organisations across the Pacific, alongside Griffith researchers Distinguished Professor Susanne Becken, Dr Ross Westoby, Dr Johanna Loehr, and PhD candidate Mark Ariki. Case studies span the region, from The Brando resort in French Polynesia to the Kokoda Trail in Papua New Guinea and women’s associations in Vanuatu.
In total, 17 case studies showcase how sustainability principles can be embedded at every level—from national and regional policy to individual businesses and community projects. Each example demonstrates how tourism can restore ecosystems, preserve cultural heritage, and improve local livelihoods, while still contributing to economic growth.
The guide emphasises three pillars:
- Sustainability – balancing economic, social and environmental needs.
- Regeneration – repairing ecological and societal harms.
- Liveability – promoting deeper connections between people and place.
It also outlines six guiding principles to reshape tourism practice: going beyond tourism by linking with food, health and culture systems; achieving net positive impacts; centring Indigenous knowledge; ensuring community empowerment; supporting localisation; and building networks across sectors and borders.
Designed for policymakers, businesses, investors and communities, the Pacific Better Practice Tourism Guide is available online and presented in a user-friendly format. Its one-page case studies highlight guiding principles and outcomes across areas such as infrastructure, livelihoods, culture, and climate resilience.
“The goal was to inspire stakeholders to be innovative and brave, and to use tourism in ways that contribute positively to the region’s long-term future.”
Yet, Professor Fleming acknowledged that while demand for transformative tourism is growing, the highlighted success stories “remain the exception rather than the norm.”
“It is incumbent upon all those involved in tourism—from policymakers to businesses, NGOs, community groups, and even tourists themselves—to embrace the opportunity to create the type of tourism the world needs: sustainable, regenerative, and conscious.”
Looking ahead
The Pacific Better Practice Tourism Guide represents a significant step toward reshaping tourism in the Pacific. By drawing on Indigenous knowledge, regional expertise, and cross-sector collaboration, it offers a collective pathway to ensure tourism delivers not just economic benefit, but cultural and environmental resilience.
As Fleming emphasised:
“Tourism has the potential to be a force for good. But achieving this requires courage, collaboration, and a willingness to think differently about what tourism can and should be.”
