Rarotonga's culture is deeply rooted in Polynesian traditions, with a strong emphasis on community, music, and dance. The local people, known as Cook Islanders, are warm and welcoming, and they take pride in preserving their cultural heritage. Traditional dance and music are an integral part of life on the island, with performances often held at cultural centres, resorts, and during festivals. The Te Vara Nui Village is a popular cultural attraction where visitors can experience traditional Cook Islands performances, village tours, and authentic Polynesian cuisine.

The local cuisine in Rarotonga is a delightful blend of fresh seafood, tropical fruits, and traditional Polynesian flavours. Some must-try dishes include ika mata (raw fish marinated in coconut milk and lime), rukau (taro leaves cooked with coconut milk), and poke (a dessert made from ripe bananas and coconut cream). The Punanga Nui Market is an excellent place to sample local delicacies and purchase fresh produce. Additionally, many resorts and restaurants on the island offer traditional feasts, known as "umu" or "hangi," where food is cooked in an underground oven.

Rarotonga is also known for its vibrant arts and crafts scene. The island's artisans create beautiful handcrafted items, such as woven baskets, wooden carvings, and traditional tivaevae (quilts). These crafts are often sold at local markets and galleries, making for unique souvenirs and gifts. The island hosts various cultural events and festivals throughout the year, such as the Te Maeva Nui celebrations, which mark the Cook Islands' self-governance day and feature parades, dance competitions, and cultural displays. These events provide a unique opportunity to experience the rich cultural heritage of Rarotonga.