From Silk Road to Blue Pacific: Tourism as a Bridge to Shared Prosperity

Tourism has always been about connection. From the ancient Silk Road to the vast ocean highways of the Blue Pacific, it links cultures, fosters understanding, and creates prosperity through shared journeys. The Pacific Tourism Organisation (SPTO) proudly carries this legacy, advocating tourism as a driver of resilience, sustainability, and peace.

Speaking at the 2025 International Tourism Alliance of Silk Road Cities Annual Conference & Carnival in Liaocheng and Quanzhou, China, SPTO Chief Executive Officer Christopher Cocker highlighted tourism’s transformative power in the Pacific: “In our region, tourism is more than an industry—it is a lifeline. It sustains livelihoods, empowers communities, and connects us to the world. More importantly, it is a vehicle for peace, cultural pride, and shared prosperity.”

Tourism contributes 73% of GDP in the Cook Islands and 40% in Fiji, with significant impacts across Samoa, Vanuatu, and French Polynesia. In 2024 alone, the Pacific welcomed 1.9 million air arrivals and generated US$2.9 billion in revenue—a strong sign of post-pandemic recovery and the sector’s strategic importance.

The event gathered 76 member cities from 31 countries, alongside diplomats, industry experts, and influencers, to strengthen global tourism collaboration. Currently there is no Pacific city in the alliance and SPTO has requested that SPTO can be the focal point to promote the alliance to the Pacific cities to join the alliance. SPTO joined the Opening Ceremony of the 2025 Travel Agents Conference and helped launch the Alliance’s Event Series and Carnival.

“The Silk Road and the Blue Pacific share a common spirit—one of resilience, exchange, and identity,” Cocker said. “Through tourism, we can build new bridges between our peoples, rooted in sustainability and shared values.”

Mr Cocker highlighted SPTO’s commitment to sustainable development, guided by the Pacific Sustainable Tourism Policy Framework and the 2050 Strategy for the Blue Pacific Continent. Mr Cocker extended an invitation for collaboration through its regional platforms, such as the South Pacific Tourism Exchange (SPTE), the Tourism Insights Marketplace (TIM), and the Pacific Storytelling Specialist Programme (PSSP). These initiatives, along with joint marketing and exchange programs, open pathways to deeper cultural ties and shared growth.

Looking ahead, Cocker proposed “Ocean–Silk Road tourism tours,” linking the ancient cities of Qufu and Xi’an with the living cultures and pristine oceans of the 20 Pacific nations. “The Silk Road once linked continents,” he concluded. “Our goal is tourism that regenerates ecosystems, uplifts communities, and honors cultural identity. Today, through tourism, we can ensure it continues to unite us—in friendship, in culture, and in shared prosperity.”