Cook Islands Tourism recently joined Turama Pacific Travel Group and Tamanu Beach Resort for the Meet The Pacific (MTP) and UNITE Pacific trade events. These business-to-business meetings, strategically held just before the annual ITB Show in Berlin, were aimed at facilitating continued business with European operators.

Daniel Fisher, General Manager of Marketing for Cook Islands Tourism, attended the events with a full schedule across Prague, Zurich, Milan, London, Manchester, and Malmo. Fisher emphasised the strategic importance of these interactions, stating, "The Meet the Pacific and UNITE events have proven essential for deepening ties with our European travel partners. These meetings are not just about maintaining relationships but actively building on them. By engaging directly with tour operators and agents, we're able to better understand their needs and tailor our offerings to them." During his time in market, Daniel was supported by our in-market representatives Nick Costantini, Lars Schubert, and Ian Griffiths, who provided current updates and insights.

The events concluded with 63 successful B2B meetings at MTP and an additional 22 at UNITE, providing critical market intelligence. Fisher noted, "Our engagements have provided valuable insights into what is working with our travel trade and where we can assist to ensure ease of access to information for these agents to sell the Cook Islands. The easier we can make it for them, the easier it is for them to sell our destination."

In 2024, the Cook Islands welcomed 7,555 visitors from Europe and the UK, up from 6,712 in 2023, contributing to a total of 170,525 tourists for the year, compared to 143,506 the previous year. According to the International Visitors Survey, the average expenditure per visitor was $2,716 per trip and $315 per day for the 2023/24 financial year.

European travellers are drawn to the Cook Islands as a perfect escape from the busy European lifestyle, offering an intimate experience with nature and a chance to engage in authentic cultural interactions. Additionally, the ease of access via direct flights from key transit hubs like New Zealand, Australia, Hawai'i and Tahiti, enhanced by the recently announced Air Tahiti Nui and Air Rarotonga interline agreement, now offers a through fare from Paris to the Cook Islands. This positions the Cook Islands as an appealing and convenient tropical add-on destination for European visitors.

Industry contributions were provided by Pacific Resort Rarotonga, Little Polynesian Resort, Manuia Beach Resort, Sanctuary Rarotonga - on the beach, Pacific Resort Aitutaki, Tamanu Beach Resort & Spa, Resort Tava’e, Air Rarotonga, Ariki Adventures, The Vaka Cruise, Cook Islands Tours, and Turama Pacific Travel Group. Nine seven-night holiday packages were offered as incentives for agents to visit and experience the Cook Islands firsthand. These visits are designed to help agents better understand and recommend our products, further promoting the islands within key markets and enhancing the ability to effectively sell the Cook Islands.

The timing of the MTP and UNITE events, just before the busy contracting season, ensures that the Cook Islands remain a top-of-mind destination as tour operators finalise their South Pacific product offerings for the year.