Cook Islands Tourism’s Noeline Mateariki (Director of Global Sales & Marketing) and Daniel Fisher (General Marketing Manager) have just returned from Berlin, Germany after participating in the ITB Berlin convention, held from March 5th to 7th, 2024. This is the corporation's first time back attending post pandemic. The duo conducted 47 meetings with key industry stakeholders, including travel agencies, tour operators, airlines, media, and digital marketing agencies.

Participation at ITB Berlin is essential for Cook Islands Tourism due to its global reach and networking opportunities with key industry trade partners crucial for the success of our Northern Hemisphere business. These connections provide valuable insights into travel trends, consumer preferences, and the creation of tailored marketing tactics with travel tour operators.

Key insights and learnings from these meetings include:

• Growing Demand for Authentic Experiences: Travelers are increasingly seeking authentic experiences, emphasizing adventure, cultural immersion, and interactions with locals and desire to explore lesser-known islands like Pa Enua
• Strategic Partnerships: Collaboration with airlines, digital marketing agencies, and content creators is crucial to elevate the visibility of the Cook Islands in key markets.
• Focus on Sustainable Tourism: There is a significant interest in sustainable accommodation and tours, indicating a growing awareness of environmental concerns among travelers..
• Product Development: Feedback from meetings will aid in product development, including updates to destination offerings and the creation of tailored marketing tactics.

Commenting on the convention, Noeline Meteariki expressed optimism, stating, "Attending ITB Berlin after some years of our absence provided valuable insights and the opportunity to reconnect with those partners that are committed to growing tourism for the Cook Islands inline with the aspirations of its people."