Your tourism industry update from Cook Islands Tourism.
Updates from Us
Under the vision of āLove Our Little Paradiseā, we are committed to ensuring tourism helps our community, culture, environment, and economy thriveāboth now and for future generations. A crucial step toward this is the āOur Paradise, Our Promiseā initiative, the Cook Islandsā first Destination Stewardship Plan (DSP).
Major Milestone!
With Cabinetās recent endorsement, the Cook Islands has officially established a Destination Stewardship Advisory Group (DSAG) and Project Management Unit (PMU) to lead the DSP. This marks the first time an all-of-government, cross-sector approach has been taken to manage tourism responsibly.
In case you weren't able to attend our consultations over the last weeks, have your say online! š Click here to contribute
Your voice matters ā help shape the future of tourism in the Cook Islands!
Takurua is coming!
As part of the Cook Islands' 60th Anniversary of Self-Governance celebrations, Cook Islands Tourism is proud to present Takurua ā taste of the season, a culinary celebration of identity, heritage, and connection to our homeland through food. This yearās event embraces the anniversary theme, āI know who I am, I have a homeland ā Kua kite au i toku turanga, e Avaiki toku,ā by showcasing a key ingredient that has long sustained our people ā Kuru (breadfruit).
The Takurua event, first launched in 2018 as Takurua ā Food and Feasts of the Cook Islands, is being reintroduced with a new focus on highlighting one local ingredient each year. In 2025, Kuru takes center stage, connecting generations through food, storytelling, and cultural appreciation. This event brings together local farmers, chefs, home cooks, and the wider community to explore the versatility, history, and significance of Kuru in Cook Islands cuisine.
Air Rarotonga and Air Tahiti have announced an expanded schedule for the Tahiti-Rarotonga route, doubling to four weekly flights from 29 June to 28 December 2025. Operated under codeshare agreements, this marks the highest connectivity between the two nations and enhances access to the Cook Islands via Air Tahiti Nuiās international network. The expansion targets travellers from key northern hemisphere markets seeking authentic experiences, with seamless connections from France, North America, and beyond.
Cook Islands Tourism CEO Karla Eggelton highlighted the importance of strengthened airline partnerships and strategic marketing to capitalise on this development, making the Cook Islands more accessible and offering greater itinerary flexibility for visitors.
Adventure Travel Show | London, UK | 11-12 January 2025
Cook Islands Tourism participated in the Adventure Travel Show at Londonās Business Design Centre, joining over 100 exhibitors in showcasing unique and extraordinary travel experiences. The event attracts clients researching their next adventure or ābucket listā destination.
Represented by Ian Griffiths, UK Representative for Cook Islands Tourism, the show highlighted growing interest in detailed itineraries, including travel to the Northern Group and even desert island survival tours. Ian noted, "It was exciting to meet travellers seeking more than just a beach stopover. Watch this space for new experiences arriving in the Cook Islands soon!"
Island Media has connected Pacific Island businesses with the New Zealand and Australian travel trade through IslandTime Magazine for over 12 years. Through their quarterly IslandTime Magazine, they deliver exclusive island-specific news and updates directly. With a distribution network reaching 2,500 printed copies, 4,500 e-zines in New Zealand, and 17,000 e-zines in Australia, Island Media provides exposure to the leisure and MICE markets. If your business has news or developments worth sharing with the NZ/AUS travel trade that you would like featured, contact Fran McDermott on fran@islandtime.co.nz or visit www.islandtime.co.nz
Matka Travel Fair | Helsinki, Finland | 16 - 19 January 2025
The Matka Travel Fair, Finlandās largest travel event, offers travellers the chance to plan trips that meet their unique needs while connecting with experts from nearly 70 countries. Over four days, including a trade-only opening day, the event welcomed over 50,000 visitors.
Cook Islands Tourism returned to Matka, sharing a prominent stand with Finnish specialist Aktiv Resor alongside partners Tourism Australia, Air Tahiti Nui, and Explora Cruises. In addition to engaging with the Finnish travel trade and consumers, Ian Griffiths presented a 30-minute main auditorium session, sharing the appeal of the Cook Islands under the theme Love Our Little Paradise.
Sharing Our Little Paradise With Germany & Switzerland
The new year started busy for our Northern Europe representative Lars Schubert. On January 13th, he attended a roadshow in Switzerland to train approx. 20 travel agents in Lucerne and another 40 in Basel.
Following this roadshow, Lars attended CMT in Stuttgart, Germany ā the world's largest consumer travel fair. Together with Miller Reisen, one of our key partners selling the Cook Islands in the region who also just visited with their own famil in December, Lars spread the word about our little paradise at their booth. He also held two destination presentations to about 90 attendees, receiving excellent feedback.
Boost Your Business: Access Our New Industry Checklist
Kia Orana industry members! We are proud to share with you our new Industry Checklist. This comprehensive list provides easy access to all the resources available to support your success.
Affordable Representation for Tour Operators | Auckland Travel Show & Trade Night | March 2025
Rarotonga-based tourism marketing agency Ignite Cook Islands will represent a select portfolio of tour operators at the Cook Islands Tourism booth during the Auckland Travel Show this March, with limited spaces still available. By sharing the costs of participation, representation, flights, and accommodation among clients, the service remains an affordable option for small operators. Ignite CI ensures exclusivity by avoiding representation of competing businesses and will focus on showcasing 'Things to See & Do,' building on Claireās popular segment in Escape magazine.
Cook Islands Tourism has recently welcomed several Trade and Media groups from North America and Australasia, helping to enhance our visibility abroad. We thank our industry partners for their support. Interested in joining our Familiarisation Programme? Contact our Trade Manager, Sarah-Elyss Ezekiela
Meghan Boyd returns to the Cook Islands
Meghan Boyd, South Pacific Product Manager for Goway Travel, recently revisited the Cook Islands for the first time since 2010. Her trip included site inspections and activities on Rarotonga and Aitutaki to explore the latest tourism offerings. As a Canadian-based tour operator specialising in South Pacific travel, Goway Travel primarily serves US and Canadian clients and is a key partner in crafting complex Cook Islands itineraries.
Cook Islands Tourism recently hosted Patrick Seurot, Senior Editor of Reva Magazine, Air Tahiti Nui's inflight publication. During his January 2025 visit, Patrick explored Rarotonga and Aitutaki, interviewing locals to delve into the islands' history, culture, and traditions. The visit aims to produce articles for Reva Magazine in 2025, focusing on the new Air Rarotonga and Air Tahiti Nui partnership, the uniqueness of the Cook Islands, and what makes it a special destination for readers.
On social media, quick, visually stunning videos perform bestāand nothing works quite like a good list (see this one, for example)! Content like ā5 Best Beaches in Aitutakiā or āTop 5 Restaurants in Rarotongaā catches attention because:
š“ Theyāre Super Shareable: People love sharing travel tips with friends. š They Get Saved: Audiences bookmark videos to come back to later. š„ Theyāre Easy to Revisit: Short and sweet content is perfect for scrolling.
š Pro Tip: Keep your videos under 30 seconds, use captions for easy accessibility, and end with āSave this for your next trip!ā to boost those saves and shares.
New Businesses
Gel Me Aitutaki
Gel Me Aitutaki is a brand-new home salon on the island, specializing in body-waxing & nail services of all kinds.
To book, contact Anastasia on Facebook or Ph: (+682) 72931
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