Pacific Tourism Organisation and Cook Islands Tourism Corporation Release Comprehensive Insights from International Visitor Surveys

The Pacific Tourism Organisation (SPTO), through its Pacific Tourism Data Initiative (PTDI) and in collaboration with the Cook Islands Tourism Corporation (CIT), has released a series of five comprehensive reports detailing findings from the International Visitor Survey (IVS).

Covering the periods July–September 2024, October–December 2024, January–March 2025, April–June 2025, and a full-year report (July 2024–June 2025), the IVS provides valuable, evidence-based insights into the motivations, spending behaviour, satisfaction levels, and experiences of international visitors to the Cook Islands. The reports offer critical data to guide strategic planning, product development, and destination marketing, enabling tourism stakeholders to better align offerings with evolving visitor expectations.

The Cook Islands is among 10 Pacific Island countries — Vanuatu, Niue, PNG, Tonga, Solomon Islands, Samoa, Kiribati, Timor Leste, and FSM-Yap under the Pacific Tourism Data Initiative funded by the New Zealand Government. PTDI continues to serve as an essential resource for tourism data across the Pacific through its quarterly and bi-annual International Visitor Survey (IVS), an annual Business Confidence Index (BCI), and an annual Community Attitude Survey (CAS) report to strengthen regional tourism strategies.

Cook Islands Tourism Corporation Chief Executive Officer Karla Eggleton mentioned that the International Visitor Survey provided critical evidence that strengthens the capacity to make informed, data-driven decisions. “Through SPTO’s technical partnership and the Pacific Tourism Data Initiative, we are able to transform robust visitor insights into targeted strategies that elevate destination marketing, enrich the visitor experience, and strengthen destination stewardship — ensuring tourism continues to bring lasting benefits to the people, culture, and islands of the Cook Islands. This level of tourism intelligence enables us to anticipate trends, respond effectively to market shifts, and reinforce the Cook Islands’ position as a leading destination in the Pacific,” she said.

Key Findings from the Reports showed that from July 2024 to June 2025, New Zealand continued to be the leading source market for the Cook Islands, accounting for 65% of total arrivals, followed by Australia (23%), North America (5%), and Europe (4%). The majority of visitors were aged between 50 and 59 years (24%), with women making up 74% of the visitor base. More than half (54%) of respondents were visiting the Cook Islands for the first time, and the average household income among visitors was NZD 167,051, reflecting a relatively high-income travel segment.

Leisure travel remained the dominant motivation for visiting the Cook Islands, representing 79% of total visitors. On average, travellers stayed for 8.7 nights, with Rarotonga being the most visited island (98%), followed by Aitutaki (29%). The most popular activities included swimming (94%), snorkelling (84%), and island night shows (63%), underscoring the appeal of the Cook Islands’ natural environment and vibrant cultural experiences.

In terms of economic contribution, visitors spent an average of NZD 2,808 in prepaid expenses, with approximately NZD 1,123 of that amount flowing directly into the local economy. In-country daily spending averaged NZD 183, contributing to an estimated total economic impact of NZD 477 million from 175,757 international arrivals during the reporting period.

Visitor satisfaction levels remained exceptionally high, with an average rating of 4.7 out of 5. 98% respondents said they would recommend the Cook Islands to others, while 93% indicated they would return for another visit. Visitors praised the warm hospitality, quality of service, and natural beauty of the islands. However, areas for improvement were identified in public services, infrastructure, and the pricing of goods and services.

SPTO Chief Executive Officer Christopher Cocker highlighted the strategic value of the data in advancing regional tourism policy and sustainability. He added that SPTO remains committed to supporting its member countries through data-driven insights, helping to shape a resilient, sustainable, and competitive Pacific tourism industry.

“As the region’s leading hub for tourism research, SPTO is proud to lead initiatives like the Pacific Tourism Data Initiative (PTDI), which provides our member countries—including the Cook Islands—with robust, evidence-based insights,” he said. “These findings enable smarter planning, more responsive development, and greater sustainability across our destinations. Since transitioning to SPTO’s management in October 2023, the Pacific Tourism Data Initiative has become a cornerstone of regional tourism intelligence. Drawing on over 8,800 survey responses, the Cook Islands IVS underscores the country’s strong visitor appeal, consistent satisfaction, and significant contribution to local economic growth.