Pacific Shines on the Global Stage at DEMA Show 2025

The Pacific’s vibrant dive sector—renowned for its pristine coral reefs, majestic manta rays, and world-leading marine biodiversity—took centre stage at the DEMA Show 2025, marking another milestone for the region’s growing prominence in global dive tourism. As the world’s largest trade-only event for the dive and adventure travel industries, the DEMA Show provided an unparalleled platform for the Pacific Tourism Organisation (SPTO) to champion the region’s sustainability ambitions, strengthen industry partnerships, and attract new commercial opportunities.

Organised by the Diving Equipment & Marketing Association (DEMA), the annual show brings together more than 5,000 industry professionals, 500 exhibitors, and 250+ training sessions, representing the pinnacle of global dive innovation and collaboration. SPTO’s return to the event—delivered in close coordination with Fiji Airways—was widely regarded as a resounding success, showcasing the Pacific as one of the world’s most compelling eco-friendly dive destinations. Pacific Tourism Organisation acknowledges the tremendous support of Fiji Airways in coordinating the South Pacific Pavilion — from seamless logistical arrangements to the engaging happy hour sweepstake draws. The vibrant cultural performances by Miss Tonga, the Fijian Warrior, and representatives from Papua New Guinea were standout highlights, drawing significant foot traffic into the pavilion and individual booths. Their presence brought the true spirit of the Pacific to life and enriched the overall experience for our visitors.

Through the South Pacific Pavilion, SPTO and Fiji Airways successfully raised the region’s visibility among international dive operators, travel agents, equipment manufacturers, and conservation partners. Delegates praised the Pacific for its diverse dive sites, cultural richness, responsible tourism practices, and deeply rooted commitment to protecting ocean ecosystems.

Across the event, the Pacific Tourism Organisation (SPTO) was proud to showcase the collective strength of our region alongside our participating Pacific partners:

Tonga Tourism Authority, Tourism Solomons, Tourism Fiji, Fiji Airways, Vanuatu Tourism Office, Papua New Guinea Tourism Promotion Authority (PNG TPA), Tahiti Tourisme, Garden Island Taveuni, Nukubati – Great Sea Reef, Fiji Dive Resort, Volivoli Beach Resort, Waidroka Bay Resort, Nai’a Fiji, Paradise in Fiji, The Pearl Resort & Spa Fiji, Ultimate Fiji Vacation and Beqa Lagoon

SPTO’s participation strengthened the Pacific brand narrative: a region where meaningful community benefits, world-class underwater experiences, and conservation-led tourism go hand in hand. SPTO leveraged the event to advance several high-impact initiatives aligned with its 2025–2029 Strategic Direction:

Through targeted B2B meetings, networking sessions, and engagement with DEMA members, SPTO fostered new relationships and revitalised existing partnerships, contributing to a stronger Pacific presence within the global dive tourism community.

The DEMA Show offered a powerful platform to promote the South Pacific Tourism Exchange (SPTE) 2026 and we anticipate recruiting potential buyers from DEMA Show 2025 and Pacific Storytelling Specialist Programme (PSSP), creating awareness about our online certification program designed to empower travel advisors, media professionals, and tour operators to excel in promoting and selling travel experiences in the Pacific. At the Pacific Tourism Organisation booth, we strategically highlighting about our enhanced membership model to an international audience, targeting the recruitment of at least new members from niche dive and water sports markets. This engagement aims to broaden SPTO’s influence and ensure industry professionals across the globe are connected to Pacific tourism opportunities.

Participation enabled SPTO to capture valuable insights into emerging technologies, market shifts, and product trends—information critical for guiding policy, investment, and product development across SPTO member countries. The mission also laid essential groundwork for future collaboration with DEMA, Fiji Airways and our Pacific Partners, including early coordination for DEMA Show 2026 exhibitor arrangements and logistical planning for the South Pacific Pavilion.

Reflecting on the event, SPTO Chief Executive Officer Christopher Cocker said “DEMA Show 2025 highlights the Pacific’s growing leadership in sustainable, high-value dive tourism. Our participation ensures that Pacific destinations—not only stand out for their breathtaking marine environments—but are also recognised for their commitment to conservation, community partnerships, and authentic cultural experiences. SPTO is proud to champion the Pacific on the global stage and strengthen opportunities for our member countries through collaboration, innovation, and responsible tourism development.”

Mr Cocker shared that SPTO’s successful participation in DEMA Show 2025 reaffirmed the Pacific’s status as a world-class dive destination—one that balances economic growth, cultural storytelling, and environmental stewardship. The organisation’s engagement has opened new pathways for partnership, enhanced regional visibility, and strengthened the Pacific’s position as a global leader in sustainable ocean-based tourism.