Cook Islands Tourism strengthened its European partnerships and promoted its destination through strategic business-to-business meetings and incentive programmes, aiming to increase visitor numbers and expenditure.

Cook Islands Tourism joined Turama Pacific Travel Group and Tamanu Beach Resort for the Meet The Pacific (MTP) and UNITE Pacific trade events held in Europe earlier this month.

According to Cook Islands Tourism, these business-to-business meetings strategically held just before the annual ITB Show, the world’s leading travel trade show, in Berlin from March 3-5, 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.

In a statement, 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, Fisher was supported by Cook Islands Tourism’s in-market representatives Nick Costantini, Lars Schubert and Ian Griffiths, who provided latest updates and insights.

The events concluded with 63 successful business-to-business meetings at MTP and an additional 22 at UNITE, providing critical market intelligence, the statement said.

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 7555 visitors from Europe and the UK, up from 6712 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 $2716 per trip and $315 per day for the 2023/24 financial year. European and UK travellers benefit from direct flight options from New Zealand, Australia and Tahiti. The Air Tahiti Nui and Air Rarotonga interline agreement now offers a through fare from Paris to the Cook Islands, making it a highly attractive option for European travellers.

According to Cook Islands Tourism, 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 and Tahiti, enhanced by the Air Tahiti Nui and Air Rarotonga interline agreement, positions the Cook Islands as an appealing and convenient tropical add-on destination for European visitors.”

Nine seven-night holiday packages were offered as incentives for agents to visit and experience the Cook Islands firsthand. 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.

“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,” Tourism said.

“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.”