Kia Orana and Merry Christmas to our tourism family near and far!
As 2024 draws to a close, I want to take this moment to reflect on the year we’ve shared. From celebrating our people through the Cook Islands People's Choice Awards during Tourism Week, hitting 1 million Facebook followers, and strengthening our global connections with expanded flight routes, particularly Australia, this year has proven the power of collaboration.
Our tourism industry and broader community on Rarotonga, Aitutaki, Atiu and across the Cook Islands has responded, rising to the occasion and our renowned hospitality has once again proven why our little paradise remains so special. To our media and trade partners, overseas representatives and friends, your love of the Cook Islands has brought our little paradise closer to hearts across the globe. We are grateful for your passion.
As we step into 2025, we will continue to grow, innovate, and showcase the magic of the Cook Islands together.
For now, let’s take this time to rest, reflect, and celebrate with our loved ones. May your festive season be filled with aroa, joy, and laughter, and may the New Year bring prosperity and happiness.
Meitaki ma’ata for being part of the journey. From all of us at Cook Islands Tourism, Board, Management and #TeamTuroto Staff, we wish you a Merry Christmas and a bright and exciting 2025!
Kia Manuia, Karla Eggelton
CEO, Cook Islands Tourism
Updates from Us
Weaving Peu Maori into the Cultural Tapestry for Vaka Pride
The Regenerative Tourism team and the Vaka Pride Committee spearheaded Round 28, closing off the last one before the new year. This round focused on celebrating Peu Maori, preserving the cultural heritage of the Cook Islands. Highlights included Manava Ora’s dedication to performing arts, Te Punanga Reo o Takitumu’s efforts in language revitalization programs for tamariki, and Te Toki Tupuna’s initiatives to bridge traditional and contemporary Cook Islands art. After careful consideration, the committee allocated support to each initiative, recognizing these groups for their unwavering commitment to the Mana Tiaki values and their invaluable contributions to cultural preservation.
Local Changemakers Celebrated in 23rd Round of TVOR
The 23rd round of Cook Islands Tourism’s Te Vaka O Ru (TVOR) programme, covering July to October 2024, has again recognised the exceptional contributions of local change makers. This initiative, aimed at promoting community development, awarded funds to three NGOs and a community member, all of whom exemplify enhancement to the well-being of Aitutaki's people, environment, and tourism landscape.
12 Days of Christmas Giveaway Hits a Holiday High!
Our 12 Days of Christmas Giveaway brought festive cheer far and wide. The campaign, first of its kind for Cook Islands Tourism, set out to engage with our audience, showcase our Peoples Choice Award Finalists and spread a little Christmas cheer. The campaign reached an impressive1.8 million people on Facebook, added 1,400 new followers, and generated almost 19,000 entries. Our first in-person winner stopped by to claim their Rito Prize Pack and left with a big smile and a bundle of Cook Islands goodness!
Tamanu Beach Resort bids a fond farewell to long-time General Manager Nick Henry as he steps into his new role as Aitutaki's Mayor. Nick’s dedication has greatly contributed to Tamanu becoming the renowned "casual luxury" offering it is today. Tamanu wish him every success in this new chapter. Tamanu also welcomes Errin Fawcett as the new GM. With his experience abroad and fresh vision, we look forward to the positive impacts he'll make within the tourism industry. Errin can be contacted at errin@tamanubeach.com
Famil Programme Updates
Cook Islands Tourism has recently welcomed several Trade and Media groups from Europe 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
Driving German Arrivals: Travel Agents Visit the Cook Islands
Two groups of European wholesalers and travel agents from Germany, Austria, Switzerland and Belgium, specialising in selling the Cook Islands and the South Pacific, recently visited the destination with Northern Europe Rep, Lars Schubert. They explored Rarotonga, Aitutaki, and Atiu, immersing themselves in the culture and natural beauty.
One agent had the following to say about their time:
"I’ve gained many new insights and impressions that I’m excited to share with our interested clients."
CIT recently welcomed journalist Cristina Piccinotti and photographer Alessandro Capaccio of Dove Viaggi - Italy's leading publication. Their time here was spent experiencing the best of Rarotonga, Aitutaki and Atiu. With a focus on eco-tourism and preserving local culture. Their editorial will encourage over 80,000 potential Italian travellers to discover the Cook Islands as the perfect addition to their Australia and New Zealand vacations.
Southern Europe Agents Leverage Tahiti - Rarotonga Air Route
Les Maisons du Voyage, a french travel agency, explored the islands' recently. With over 100,000 French visitors to Tahiti every year, the focus is to harness support from French travel agents to encourage their clients to include the Cook Islands in their Polynesian experience.
Under the vision of ‘Love Our Little Paradise’, we are committed to helping shape a Cook Islands tourism model that supports our community, culture, environment, and economy—both now and for future generations. A crucial step towards this is the ‘Our Paradise, Our Promise’ initiative, the nation’s first Destination Stewardship Plan. This collaborative effort aims to position tourism as a powerful force for good, and a key contributor to the National Sustainable Development Agenda (NSDA2020+).
Progress Highlights:
Stakeholder Engagement: Open and honest discussions are creating an inclusive approach.
GSTC Assessment: An independent review is nearing completion to guide priorities.
Project Management Unit: A dedicated team is being formed to lead the plan’s development.
What’s Next?
January 2025: Work with stakeholders to confirm key challenges, opportunities, and goals.
March–April 2025: Agree key pathways, indicators, and priority projects.
June 2025: Finalise the plan and prepare for implementation.
Together, we are building a future where tourism not only sustains livelihoods but also preserves what makes our islands and culture truly special.
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