Samoa Tourism Rep Completes JICA Training on Cultural Heritage and Sustainable Tourism

December 9, 2025

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The JICA – Japan International Cooperation Agency Samoa Office is pleased to announce the successful completion of a specialised training program on community-based heritage preservation and sustainable tourism by Ms. Poinsettia Taefu of the Samoa Tourism Authority.

The program was conducted in Japan under JICA’s Knowledge Co-Creation Program and focused on how cultural heritage, community engagement, and innovation can drive sustainable tourism growth.

Reflecting on the program, Ms. Taefu noted that the training deepened her understanding of how community-led heritage preservation and innovative tourism strategies contribute to long-term sustainability.

Taefu highlighted several key elements behind Japan’s success in this area including strong legislative foundations, consistent cultural storytelling and destination branding, and the integration of traditional knowledge with modern innovation.

Ms Taefu also advocates for robust community ownership and participation including effective partnerships among government, private sector and communities.

Based on her learning, Ms. Taefu has proposed a number of initiatives to support Samoa’s sustainable tourism development. These include establishing a 𝐃𝐞𝐬𝐭𝐢𝐧𝐚𝐭𝐢𝐨𝐧 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐎𝐫𝐠𝐚𝐧𝐢𝐳𝐚𝐭𝐢𝐨𝐧 (𝐃𝐌𝐎), developing a 𝐕𝐢𝐥𝐥𝐚𝐠𝐞 𝐒𝐭𝐚𝐲 𝐏𝐫𝐨𝐠𝐫𝐚𝐦 to promote authentic village-based cultural experiences.

The creation of a “𝐒𝐚𝐦𝐨𝐚 𝐒𝐦𝐚𝐫𝐭 𝐍𝐚𝐯𝐢” Tourist App to enhance digital visitor engagement, and promoting community-led gastronomy and cultural heritage activities.

She further recommends actions such as community co-management of heritage sites, mapping cultural routes to develop heritage trails, strengthening disaster preparedness for cultural sites, establishing a Cultural Heritage Fund, and encouraging private investment in heritage-focused accommodation.

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JICA Samoa acknowledges Ms. Taefu’s dedication and the valuable recommendations she has put forward for Samoa’s tourism sector.

JICA remains committed to supporting Samoa’s efforts to build a resilient, community-centered tourism industry that leverages cultural heritage, innovation, and strong partnerships for sustainable national development.