October - December 2025 (3 months)
Executive Summary
This report provides an analysis of the International Visitor Survey (IVS) data from October to December 2025 to understand the visitor experience and gain insights into the Cook Islands tourism industry.
Key findings include:
- Visitor Profile: The majority of visitors to the Cook Islands were from New Zealand (61%), followed by Australia (27%) and North America and Europe (each approximately 5%). Amongst the respondents, 13% were solo travellers, and the average household income was NZD 166,110. Most visitors travelled with their partner or family, with an average group size of four. Regional travel patterns indicate strong linkages with New Zealand and Australia, followed by secondary movements to French Polynesia, Hawaii, and Fiji.
- Visitor Characteristics & Preferences: The top purposes for visiting were holidays (70%), followed by visiting friends and relatives (6%) and attending weddings or special events. The average length of stay was 8.5 nights, and approximately 50% of respondents were first-time visitors. Visitors predominantly stayed in hotels, resorts, villas, and self-catering accommodation. Popular activities included beach visits, swimming, snorkelling, cultural experiences, and local markets. Visitors also valued the peaceful atmosphere, natural beauty, and hospitality.
- Information & Decision Making: Recommendations from friends and family (57%) and previous visits (35%) were the most influential sources of information, supported by online reviews and digital platforms. Key factors in choosing the Cook Islands included its warm climate, safety, peaceful and relaxing environment, and natural scenery. Most visitors booked travel directly with airlines and accommodation providers, particularly through online platforms.
- Visitor Spending & Impact: The average prepaid expenditure per visitor was NZD 2,532, with approximately 40% (NZD 1,013) estimated to flow into the local economy. Average in-country expenditure per visitor per trip was NZD 1,646, with an average daily spend of NZD 194. The total estimated visitor expenditure for the period was NZD 130 million, reflecting the continued importance of tourism to the Cook Islands economy. Spending was primarily on accommodation, food and beverages, transport, and activities.
- Visitor Satisfaction: Visitors reported very high levels of satisfaction, with an overall satisfaction score of 4.7 out of 5. The majority (98%) indicated they would recommend the Cook Islands, and 96% expressed a willingness to return. Visitors particularly appreciated the friendly locals, beautiful environment, beaches, and relaxed atmosphere. Areas identified for improvement included public transport, infrastructure quality, cost of living, customer service consistency, and the range of activities.
The report also highlights areas for improvement, including infrastructure, public transport, price competitiveness, internet connectivity, and visitor services. Despite these areas for improvement, visitor sentiment remains overwhelmingly positive, with strong recommendation and return intentions, reinforcing the Cook Islands’ position as a high-value, experience-driven destination in the Pacific.
July - September 2025 (3 months)
Executive Summary
This report provides an analysis of the International Visitor Survey (IVS) data from July to September 2025 to understand the visitor experience and gain insights into the Cook Islands tourism industry.
Key findings include:
- Visitor Profile: Most visitors to the Cook Islands were from New Zealand (69%), followed by Australia (22%) and North America (4%). Among respondents, 7% were aged 70 and over, with an average household income of NZD 158,358. The majority travelled with a partner or family, while fewer visited alone or with friends.
- Visitor Characteristics & Preferences: The top three reasons for visiting the Cook Islands were holidays (78%), visiting friends and relatives (6%), and weddings (5%). The average length of stay was 8.7 nights, with 57% being first-time visitors. Most stayed in resorts or holiday homes, favouring mid-range to luxury accommodations. Popular activities included swimming, snorkelling, and lagoon cruises, while visitors also enjoyed island night feasts and shows, as well as visits to traditional villages, the museum, and the cultural centre.
- Information & Decision Making: Friends and family (57%) remained the most influential sources of information for visitors, followed by previous visits (35%) and social media (22%). Key motivators for choosing the Cook Islands as a travel destination included its reputation for safety, warm and sunny climate, and tranquil, relaxing atmosphere. Most visitors arranged their travel directly with airlines (55%), through online travel websites or apps (28%), or via in-store independent travel agents (17%).
- Visitor Spending & Impact: The average prepaid expenditure per person was NZD 1,104, while the average local spend per person per day was NZD 1,461. The estimated return to the local economy stood at 40%. Most of the visitor spending was directed toward accommodation, dining, and vehicle rentals. Overall, the tourism sector continues to play a vital role in supporting the Cook Islands’ economy through its contribution to local businesses and employment.
- Visitor Satisfaction: Visitors reported a high level of satisfaction with their overall experience in the Cook Islands, particularly valuing the wide range of activities and attractions, wildlife experiences and entertainment options, the peaceful atmosphere, and the friendliness of residents. Areas identified for improvement included the reliability of public services and transport, infrastructure upgrades and maintenance, the standard and upkeep of activities, wildlife attractions, entertainment and events, as well as airport facilities, flight connectivity and affordability, and the quality of accommodation and hotel experiences. Despite these challenges, an impressive 98% of visitors indicated they would recommend the Cook Islands to family and friends, while 95% expressed a strong intention to return.
