The Cook Islands is celebrating a major boost in tourism, with the latest International Visitor Survey (IVS) report revealing a surge in both visitor numbers and economic contributions. Released by the Pacific Tourism Organisation (SPTO) in partnership with Cook Islands Tourism (CIT), the survey provides invaluable insights into the island nation’s tourism performance during the 2023-2024 period.
The report underscores the growing popularity of the Cook Islands, with New Zealand visitors leading the pack, accounting for a significant 60% of total arrivals. Australia follows closely behind at 22%, demonstrating the strong interest from neighboring regions. Beyond traditional leisure travel, the survey highlights a notable increase in visitors attending weddings, special sporting events, and visiting friends and relatives. This underscores the multifaceted appeal of the Cook Islands, catering to diverse travel motivations.
Tourists are staying longer, with the average length of stay reaching 8 to 9.5 nights. Rarotonga remains the most popular destination, drawing visitors with its captivating charm. However, the island of Aitutaki is also experiencing a steady influx, attracting tourists with its breathtaking natural beauty and luxurious resort offerings.
The financial impact of international visitors is substantial. With local spending averaging between NZD 196 to NZD 262 per day, tourism continues to play a vital role in supporting local businesses and bolstering the overall economy.
Visitor satisfaction is another significant highlight, with over 98% of respondents expressing their intention to recommend the Cook Islands to family and friends. This high level of satisfaction reflects the warm hospitality of the locals, the quality of services provided, and the overall exceptional travel experience.
Karla Eggleton, CEO of CIT, expressed her optimism about the future, emphasizing the crucial role of using data from these surveys to continually enhance the visitor experience. “These reports provide us with actionable insights that allow us to elevate our offerings and ensure that the Cook Islands remains a top destination for both first-time and returning visitors,” said Eggleton.
Looking ahead, Cook Islands Tourism is committed to working closely with the SPTO and other stakeholders to adapt to the evolving needs of the global tourism market while preserving the unique charm and authenticity that make the Cook Islands an irresistible travel destination.
The release of these reports is part of the broader efforts under the Pacific Tourism Data Initiative (PTDI), a project funded by the New Zealand Government. PTDI aims to support sustainable tourism growth across the Pacific region, with a focus on data-driven decision-making to improve tourism offerings across various Pacific Island nations, including the Cook Islands.
Armed with these valuable insights, the Cook Islands is well-positioned to continue its recovery and expansion in the global tourism market, securing its place as a sought-after destination for travelers worldwide.
