Marketing cultural and heritage tourism: the Marshall Islands

The Republic of the Marshall Islands (RMI) holds significant untapped potential for cultural and heritage tourism, despite its current low visitor numbers. While tourism is primarily driven by diving and sport-fishing, traditional practices like outrigger canoe construction and ancient Micronesian navigation techniques could serve as key attractions. However, effective marketing strategies are lacking, with limited integration among atolls, the Marshall Islands Visitor Authority, and the central government hindering broader appeal. This study highlights the need for niche market development to leverage RMI's rich cultural heritage, offering a framework applicable to other Pacific island destinations.

Collison, F. M., & Spears, D. L. (2010). Marketing cultural and heritage tourism: the Marshall Islands. International Journal of Culture, Tourism and Hospitality Research, 4(2), 130–142. https://doi.org/10.1108/17506181011045208