Cook Islands Tourism’s Industry Development Manager, Tina Kae, recently participated in the second-ever Tourism Super Week—a growing initiative by Tourism Fiji that brings together tourism professionals for a week of workshops, panel discussions, and hands-on learning.

Designed to build capacity across the tourism sector, Tourism Super Week focuses on strengthening business skills, fostering innovation, and enhancing trade readiness. While initially focused on Fijian operators, the event is gaining traction across the Pacific, with increased participation from neighbouring islands.

For Tina, the experience was both insightful and inspiring. “There’s a real shift happening in how tourism businesses view their role in communities,” she shared. “Operators talked about sustainability not just as a trend but as a responsibility—ensuring they support local initiatives and enrich the places they operate in.”

One key highlight was the emphasis on storytelling as a powerful marketing tool. Rather than relying on sales pitches, businesses are turning to authentic narratives to inspire bookings and create meaningful connections with travellers.

“Tina’s attendance at Super Week provided frontline exposure to ideas we can apply in our own destination,” said Brad Kirner, Destination Development Director. “Allowing staff who are deeply involved in the programmes CI Tourism delivers to learn firsthand what other regional bodies are doing is a key step in building stronger knowledge base that informs our strategies and future programmes.”

Insights gained from the event will directly support Cook Islands Tourism’s capability-building initiatives, with a renewed focus on responsible tourism, community engagement, and practical support for local operators. Tina’s participation reflects the organisation’s commitment to learning from regional leaders and elevating tourism standards at home.