Marketing cultural and heritage tourism: the Marshall Islands

This paper aims to focus on evaluating what cultural, heritage, and historical resources exist in the Republic of the Marshall Islands (RMI) and how these resources can advance tourism development and marketing.

This study bases its approach on tourism development field research conducted in the RMI, first in 1989‐1990 for the entire nation and in 2002 for Bikini and Rongelap Atolls. Current literature sources provide an expansion of the previous studies.

Tourism in the RMI sees only a few thousand visitors annually, with many participating in diving and sport‐fishing. Significant potential exists to attract cultural heritage visitors, but to date few such efforts exist. Construction and sailing of traditional outrigger canoes and rediscovery of ancient Micronesian way‐finding techniques represent two important culture resources for potential tourism marketing.

Field research includes only the atolls of Majuro (the national capital), Bikini, and Rongelap, with updates from published studies and information on the internet. The RMI has many cultural heritage resources, but more effective marketing programs are necessary, including integrated marketing among the numerous atolls, Marshall Islands Visitor Authority, and the RMI central government.

Tourism development for the RMI will consist of niche markets. Beyond current diving and sport‐fishing, various artifacts of previous eras in the RMI and the Marshallese culture may provide additional opportunities to increase the level of tourism.

This study of cultural heritage tourism development in the RMI provides information about which little is written. This study offers a framework for use in other island destinations in the Pacific and elsewhere.