On 21st October 2025, Pacific leaders, policymakers, and tourism professionals gathered at the Pacific Sustainable Tourism Leadership Summit (PSTLS 2025) in Tonga to celebrate a major milestone in the region’s sustainable tourism journey — the official launch of the Pacific Regional Roadmap and four Country Pathways under the Sustainable Tourism Enhancement in the Pacific (STEP) project, funded by the European Union (EU) through the SWITCH-Asia Pacific Policy Support Component (PSC), and with support of the Delegation of the European Union to the Pacific. 

The launch, held at the Puataukanave Hotel in Vava’u, was officiated by Hon. Taimalelagi Minnie Tuia of American Samoa, who unveiled the Regional Roadmap and invited the representatives of the four demonstration countries — Fiji, Kiribati, Samoa, and Vanuatu — to join her on stage for a commemorative photograph.

The STEP Regional Roadmap provides a coordinated strategy to integrate Sustainable Consumption and Production (SCP) and Circular Economy (CE) principles across Pacific tourism. Developed jointly by the Pacific Tourism Organisation (SPTO) and the EU SWITCH-Asia Pacific Policy Support Component (PSC) with strong input from national tourism authorities and the private sector, the Roadmap lays out nine regional interventions and five national pilots to accelerate the shift toward low-carbon, resource-efficient, and resilient tourism models.

Complementing the regional framework, the four Country Pathways for Fiji, Kiribati, Samoa, and Vanuatu outline concrete steps for each nation — from updating tourism standards and policies to strengthening supply chains and community-based enterprises — turning regional commitments into tangible national action.

During the Summit, a message from SPTO CEO Christopher Cocker announced the EU SWITCH-Asia Pacific PSC’s continued support to the region through the implementation of STEP Phase II, in partnership with SPTO and the four countries. On 20th October, SPTO Board of Directors approved the Regional Roadmap, and on 22nd October, the approval was also received by the Council of Tourism Ministers, who welcomed the announcement of STEP Phase II.

Building directly on the achievements of Phase I, STEP II (October 2025 – October 2026) will strengthen national tourism policies, standards, and business practices by embedding SCP and CE principles in operations and supply chains. The project will:

• Support mainstreaming of circular economy and sustainability in national tourism frameworks;
• Assist in developing and revising sustainable tourism standards in Fiji, Kiribati, Samoa and Vanuatu;
• Facilitate regional knowledge exchange through webinars, policy dialogues, and peer-learning events under SPTO coordination.

In her remarks, Dr. Zinaida Fadeeva, Team Leader of the SWITCH-Asia Pacific PSC, emphasised that the launch “marks the Pacific’s transition from planning to implementation — showing how the region can lead by example in creating regenerative and inclusive tourism economies.” She highlighted that by equipping tourism businesses and community enterprises with SCP toolkits and capacity-building resources, STEP II aims to enhance competitiveness, reduce waste, and build resilience — while laying the groundwork for future EU and private-sector investments under the Global Gateway and Team Europe Green-Blue Alliance.

The Roadmap and Pathways align with the 2050 Strategy for the Blue Pacific Continent, Cleaner Pacific 2036, and the Pacific Sustainable Tourism Policy Framework, demonstrating the Pacific’s leadership in linking policy, practice, and investment for a sustainable future.

Through STEP II, the Pacific region continues to demonstrate how small island nations can drive circular, inclusive, and investment-ready tourism models that deliver lasting benefits for people, planet, and prosperity.

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