Pacific Tourism Organisation Board Approves Pacific Tourism Marketing Strategy 2027-2031

The Board of Directors of the Pacific Tourism Organisation (SPTO) has approved the Pacific Tourism Marketing Strategy 2027-2031, a comprehensive regional framework designed to strengthen the visibility, competitiveness, sustainability and resilience of Pacific tourism on the world stage. The Strategy was also endorsed by the Council of Tourism Ministers.

At the SPTO Board of Directors meeting in Honiara, Solomon Islands, on 20 October 2026, Directors deliberated on the Strategy, which was developed through extensive consultation with SPTO Member Countries, National Tourism Offices, tourism stakeholders, development partners and participants of the Pacific Tourism Strategic & Digital Marketing Workshop 2025. The Board also approved the Pacific Tourism Performance Index (PTPI) as the primary framework for measuring and reporting implementation progress and strategic outcomes, and agreed to support SPTO’s efforts to mobilise the financial, technical and partnership resources required for implementation.

By 2031, the Pacific will be recognised as one of the world’s leading sustainable tourism regions — supported by a strong and differentiated Brand Pacific, enhanced digital capability, stronger regional collaboration, improved connectivity, and a data-driven tourism marketing ecosystem.

The Strategy is built on seven delivery pillars designed to harness the collective strength of the region while supporting the unique identities of member destinations: Branding & Identity — strengthening Brand Pacific; Digital Marketing — accelerating digital competitiveness; Market Development — expanding into new and existing markets; Data & Insights — improving tourism marketing intelligence; Sustainable Tourism — promoting sustainable destinations; Capacity Building — strengthening regional marketing capability; Connectivity & Access — promoting better air and travel links.

Implementation will be driven through six flagship initiatives: Brand Pacific 2030, the Pacific Storytelling Specialist Programme (PSSP), the Digital Champions Network, the Industry Membership programme, the Pacific Tourism Performance Index (PTPI), Seamless Pacific Journeys, and Treasures of the Pacific. The Strategy aligns with the 2050 Strategy for the Blue Pacific Continent, the SPTO Strategic Plan 2025-2029, the Pacific Sustainable Tourism Policy Framework 2021-2030, the SPTO Pacific Tourism & Aviation Strategy 2026-2030, the Pacific Tourism Statistics Strategy, the Pacific Digital Roadmap and member country tourism marketing strategies.

SPTO Chief Executive Officer Christopher Cocker highlighted that from digital transformation and data-driven decision-making to sustainability, connectivity and capability-building, the Strategy gives every member country the tools, intelligence and partnerships to compete and win. Adding that the Pacific Tourism Performance Index will ensure we are accountable to our own ambitions — measuring what matters and reporting transparently to our members, partners and communities.

“The Pacific has never marketed itself as one destination — until now. The Pacific Tourism Marketing Strategy 2027-2031 is our collective answer to a competitive global market: a unified Brand Pacific that celebrates our diversity while leveraging our combined strength. We now call on our development partners, industry and governments to join us in resourcing this bold five-year agenda, so that by 2031 the world does not just visit the Pacific — it understands, values and sustains it,” Cocker said. “