Cook Islands Tourism Corporation is taking part in a series of events across Europe this and next week in a bid to promote the destination.
The series of one-day business-to-business meetings are being held in Barcelona, Milan, Prague, Zurich and Manchester.
Cook Islands is taking part in these events alongside national tourism offices, airlines, resorts and tour operators from Fiji, New Caledonia, Papua New Guinea, Samoa, Solomon Islands, Tahiti and Vanuatu.
Cook Islands Tourism director of sales and marketing Karla Eggelton, who is in Europe, said the main objective was to increase awareness of the destination.
She said they would do this by engaging interested travel trade companies and individuals (wholesaler and travel agents), reach out to consumers who actively participate in South Pacific oriented activity (consumer shows) and generate interest through travel media opportunities.
"Remembering that the Northern Hemisphere are an important part of the Cook Islands market mix, providing a higher yielding customer that travel in the low/shoulder season, who stay longer and spend more. It is important that we maintain a presence in this part of the world," Eggelton said.
"Continental Europe and United Kingdom is a large area and very expensive to cover, and with multiple sun destination options at their doorstep, we need to work smarter. This means working collectively to promote the region of the South Pacific. It is the smart way to leverage cost efficiencies (across relatively small budgets) and cut through the marketing clutter with a product that is aspirational, desirable and in demand."
Cook Island Tourism is participating in five different activities in the coming days. It will be part of the two business to business events which include Meet the Pacific (B2B) and Unite Pacific (B2B). Meet the Pacific will feature five shows across five cities in Europe with up to 80 appointments collectively with wholesalers and tour operators looking to include the South Pacific, including the Cook Islands, in their existing product offer. Unite Pacific will be a one day show in London with up to 20 appointments with wholesalers and tour operators looking to include Cook Islands in their programme.
The consumer shows which will be held in Malmo Sweden expected to bring together 700 consumers interested in the South Pacific. "Cook Islands had a booth and will be on hand to promote the destination," Eggelton said.
Cook Islands Tourism will also take part in the TravMedia Expo in London. This is a media show attracting travel writers and journalists looking for new destinations and travel information. Eggelton said they would also take part in the five day international Tourismus-Borse Berlin show which will offer a combination of other activies during the week. "We will also undertake a series of airline meetings. Up to 100 appointments have been confirmed."
Cook Islands has a booth with South Pacific Tourism Organisation and will be represented by Eggelton, Noeline Mateariki and Lars Schubert from Cook Islands Tourism and Robert Skews from Turama Pacific at these events.