New Zealand continues to be our dominant source market, contributing 66% of the total visitors this year, up from 59% in 2019. Australia, with its increased airlift capacity, accounts for 19% of visitors in 2024, a slight rise from 18% in 2019. North America and Europe, while showing some fluctuations, each contribute 6% in 2024.

Since reopening our borders in January 2022, we have seen steady growth, driven by additional airlift, seat capacity, and effective return-to-market campaigns. The first four months of 2023 saw 30,858 visitors, highlighting a significant recovery from pandemic lows. Jetstar’s March increase from three to four weekly flights out of Sydney has boosted capacity. Overall, air travel capacity stands at 78%, with a projected total seat capacity of 184,907 for 2024.

The economic benefits for the tourism sector are substantial. According to the International Visitor Survey (IVS) Financial Year 2022/23, visitor expenditure was estimated at $355 million in direct spending, contributing 68% to the Cook Islands GDP. The average length of stay is 8.9 nights, and the average spend per visitor is $2,803. Visitor satisfaction remains high, with a rating of 4.7 out of 5, and a strong willingness to return and recommend the Cook Islands.

The Mastercard Economics Institute's 2024 Travel Trends Report, as published in a recent New Zealand Herald article, highlights the Cook Islands in the top 10 trending destinations for New Zealand travelers. As the only South Pacific destination on the list, we stand out among popular spots such as Tokyo, Manila, Johannesburg, and New York.

Sustainability remains a priority for us. The Cook Islands Tourism Development Strategy emphasizes sustainable practices to protect the environment and support local communities. The strategy focuses on four pillars: preserving natural and cultural assets, improving visitor experience, maximizing economic benefits, and fostering partnerships. Efforts include managing capacity to avoid over-tourism, promoting eco-friendly activities, and ensuring tourism development aligns with environmental and community well-being. CEO of Cook Islands Tourism, Karla Eggelton, commented that "as we (Cook Islands Tourism) continue to attract visitors, our focus is on balancing growth with sustainability, setting a benchmark for responsible tourism".