Pacific Tourism Leaders Endorse New Tourism and Aviation Strategy 2026–2030

The Pacific Tourism Organisation (SPTO) Board of Directors and Council of Tourism Ministers meeting formally endorsed the Pacific Tourism and Aviation Strategy 2026–2030 at its October Board meetings in Vavau, Tonga. Through the support of DFAT’s Partnership for Aviation (P4A), SPTO engaged Mr Simon Russell of Eagle Aviation to assist in developing the strategy under the SPTO Strategic Plan, Strategic Focus Area 6 (SFA 6) – Connecting Tourism and Aviation.

The strategy recognises aviation as the lifeline of Pacific tourism, where geographic isolation demands coordinated, data-driven planning to unlock growth and improve livelihoods. Its vision is to build a cohesive regional ecosystem that strengthens connectivity, respects national sovereignty, and advances sustainable development through integrated tourism and aviation planning.

The overarching strategy aims to strengthen aviation literacy across the tourism sector, enabling long-term, coordinated planning and strategic airline engagement. By developing a shared understanding of aviation operations, regulatory environments, and commercial drivers, tourism stakeholders will be better positioned to design targeted visitor offerings, negotiate partnerships, and attract meaningful investment.

The strategy is anchored by seven pillars that reinforce SPTO’s role in aligning tourism and aviation efforts across the region. These include connecting market demand with supply, shaping policy, building capacity, driving investment, supporting data-driven trade insights, strengthening marketing collaboration, and championing sustainability.

SPTO Chief Executive Officer Christopher Cocker shared that the strategy responds to longstanding fragmentation between tourism and aviation, limited data availability, and infrastructure bottlenecks. It empowers SPTO to advocate for aligned policies, build technical capacity, and attract investment to underserved markets. By connecting niche tourism destinations with regional hubs, the strategy aims to reduce travel costs, improve visitor experiences, and strengthen Pacific identity.

“This strategy is more than a document—it’s a turning point and milestone for SPTO. For the first time, Pacific tourism and aviation are speaking the same language, guided by shared data, shared goals, and shared ambition. SPTO is proud to lead this integration, ensuring our island

nations are not just connected, but empowered to thrive,” he said. “SPTO’s leadership as a standalone CROP agency in partnership with aviation partners, ensures that tourism and aviation priorities are harmonised, enabling coordinated action to meet global competition and climate resilience imperatives.”