From Atiu to Sanya: Shaping the Future of Tourism Marketing
The 2024 Tropical Coastal City Tourism Event, supported by the Pacific Asia Travel Association (PATA) and organized by the Sanya Tourism Board (STB), was held from September 4-6, 2024, at the Hyatt Regency Sanya Tianli Bay in Sanya, Hainan, China. Themed “The Next Wave: Shaping the Future of Tourism Marketing in Tropical Coastal Cities”, the event brought together over 220 international representatives from city governments, tourism organizations, and industry stakeholders to explore global trends in tourism marketing, eco-tourism, and sustainable development.
The 2024 Tropical Coastal City Tourism Event, supported by the Pacific Asia Travel Association (PATA) and organized by the Sanya Tourism Board (STB), was held from September 4-6, 2024, at the Hyatt Regency Sanya Tianli Bay in Sanya, Hainan, China. Themed “The Next Wave: Shaping the Future of Tourism Marketing in Tropical Coastal Cities”, the event brought together over 220 international representatives from city governments, tourism organizations, and industry stakeholders to explore global trends in tourism marketing, eco-tourism, and sustainable development.
The Cook Islands attended under the invitation of PATA and STB, represented by Jason Matakino, recognized for his leadership within the Atiu community and his dedication to youth and cultural projects, along with Cook Islands Tourism’s General Manager Marketing, Daniel Fisher. Matakino’s participation underscored Cook Islands Tourism's dedication to supporting leadership and enhancing relationships with stakeholders from the outer islands.
Matakino took part in several key sessions, while offering his insights for the island of Atiu on how community-based tourism can drive economic growth and preserve cultural heritage. "The insights I've gained from this event are a real eye-opener," said Matakino. "Understanding some of these global trends and strategies that tropical islands around the world have implemented allows me to envision a more sustainable future for Atiu. I'm excited to explore new possibilities for community-based tourism activities that respect our culture and bring benefits back to our Atiu people."
The Tropical Coastal City Tourism Event offered insight to international perspectives on tourism marketing, eco-tourism, and sustainable development. Highlights from the event included innovative marketing strategies that leverage digital platforms to engage diverse demographics, a central theme that resonates with global trends in tourism. Discussions emphasized the importance of balancing tourism development with environmental conservation, a priority that aligns closely with the Cook Islands' dedication to sustainable practices. Additionally, Matakino and Fisher gained first-hand insight into Sanya’s successful integration of vibrant local culture with tourism growth, providing a model that could inform future initiatives.
"The concept of Beach++ was heavily emphasized throughout the event, highlighting that tropical destinations need to be more than just beautiful beach destinations," explained Fisher. "Our unique story, driven by the strength and warmth of our people, sets us apart from other tropical and Pacific destinations. Programs like Kia Orana Values, which celebrate the essence of our culture and community, and showcasing our people in our marketing, are what give us a distinct edge. By pushing our unique selling points further, we’re telling a story that resonates deeply with travelers, offering an authentic and enriched experience that goes beyond the sand and sea."
Cook Islands Tourism would like to extend our thanks to the Pacific Asia Travel Association (PATA) and the Sanya Tourism Board (STB) for the opportunity and support to attend the 2024 Tropical Coastal City Tourism Event.