Cook Islands Tourism Corporation's objective is to promote and develop Tourism in the Cook Islands to achieve sustained growth, in a manner which is economically viable, socially acceptable and environmentally sustainable.
The Strategic Objectives for Cook Islands Tourism are;

• Embark on strategies to ensure that the Cook Islands achieves its full potential as a leading sustainable Tourism destination
• To achieve long term sustainable growth for the tourism industry without compromising the Cook Islands’ unique qualities (cultural, environment and community integrity)
• To deliver an optimal Cook Islands experience to all visitors
The Cook Islands Tourism Corporation has 8 regional offices, 26 staff and 3 Departments (Marketing, Destination Development and Finance & Administration). The Board of Directors provide oversight to the Cook Islands Tourism Corporation Management Team.