Cook Islands Tourism Marks Shift from Recovery to Resilience
As Te Mato Manava Turoto, Cook Islands Tourism Corporation (CIT) marks an extraordinary financial year (July 2023 - June 2024), newly published data in the Visitor Economy Factsheet, Vol 2 reveals that the tourism industry is thriving, with visitor numbers exceeding expectations, even during traditionally slower months.
“The Cook Islands has experienced an extraordinary year for tourism”, said Karla Eggelton, CEO of Cook Islands Tourism. “The renewed interest in our islands as a destination of choice, and as one responding to changing visitor expectations, is a direct result of the successful partnership between CIT, airlines, accommodation providers, tour operators, the hospitality industry, and locals, all of whom have helped welcome our visitors and know the value and positive impact they make to our economy.
In line with this success and the transition from recovery to resilience, CIT will this week recognise Constance ‘Connie’ Halligan as the Cook Islands Tourism Woman of the Month for September, announce the winners of the Cook Islands 2024 People’s Choice Awards with these celebrations culminating with World Tourism Day on Friday, 27 September."
“Our marketing efforts in the past year have focused not simply on visitor numbers, but on spreading our visitors throughout the year, and encouraging them to spend more time here to enjoy the unique and authentic people and experiences.”
The factsheet published today highlights an increase in visitor numbers, reaching 163,552 for the 2023/24 financial year, compared to 127,529 in the previous financial year. Tourism's contribution to the Cook Islands' GDP now stands at 70.6%, with visitors staying an average of 8.9 nights. Airline capacity also saw growth, with 184,907 seats available, up from 151,785 in 2022/23.
The publication of the Visitor Economy Factsheet, Volume 2 happens as we acknowledge United Nations’ World Tourism Day, an annual recognition of the importance of tourism to economies and people around the world. The theme for 2024 is tourism and peace, reflecting the role tourism has in nurturing peaceful countries, and helping to broaden the minds of travellers as they visit and understand different cultures and perspectives. The United Nations especially noted the role sustainable tourism has on transforming communities – creating jobs, fostering inclusion and strengthening local economies.
Karla Eggelton says, “In the Cook Islands, we know the value of sustainability to our visitor economy. Visitors are increasingly making decisions based on not just ‘what’ is offered, but ‘how’ it is delivered, placing emphasis on sustainable business practices that minimise the impact on the environment and consider the long-term impacts of their business and tourism more broadly. At the same time, Cook Islands Tourism itself is evolving, developing strategies and activities to develop a tourism economy that enriches the lives of visitors and locals for generations.
“We invite everyone to join us this week in reflecting on how blessed we are to live in a peaceful country where visitors are warmly welcomed and looked after by us all.”