Earlier this month, Cook Islands Tourism participated in ITB Berlin, one of the world's largest travel trade shows, attracting 5,800 exhibitors from over 170 countries. Representing the Cook Islands were Noeline Mateariki, Director of Sales & Marketing, and Lars Schubert, Northern European Representative. They were joined at the Meet The Pacific booth by colleagues from Samoa, Vanuatu, and a Papua New Guinea tour operator, reinforcing a strong Pacific presence. Additionally, Turama Pacific Travel Group was represented by Managing Director Robert Skews and Sales & Marketing Manager Stephen Doherty.

Key Takeaways from ITB Berlin

Over three days, more than 35 meetings with key industry partners were held, including tour operators, travel agents, and airline representatives from Air Tahiti Nui, Air Tahiti, and Air New Zealand’s European operations. A notable takeaway was the growing popularity of the Papeete-Rarotonga (PPT-RAR) route and the combination of a Tahiti & Cook Islands holiday, further boosted by the recent announcement of additional flights and improved connectivity with Air Tahiti Nui.

Agents also highlighted a shift in European booking trends, with travellers now booking their trips 12 to 18 months in advance. A strong indication of long-term confidence in the destination. Encouragingly, reported sales for the Cook Islands are strong, reflecting the demand from the European market.

Europeans currently account for approximately 5% of total visitor arrivals for the Cook Islands, with these visitors typically staying longer and spending more, including dispersal to our Pa Enua. These travellers typically visit during the shoulder and low seasons, their importance in balancing our seasons remains high.

ITB Berlin remains a valuable platform for strengthening relationships with key partners who drive this source market. It also provides valuable insights into customer preferences, helping us better understand what travellers seek in a holiday destination.