Pacific Tourism Organisation and Niue Tourism Share Key Findings from 2025 International Visitor Survey

The Pacific Tourism Organisation (SPTO), in partnership with the Niue Tourism Office through the Pacific Tourism Data Initiative (PTDI), has released the 2025 International Visitor Survey report. The findings provide key insights into visitor preferences, spending, and experiences to help shape future tourism strategies.

Niue is among 10 Pacific Island countries—Cook Islands, Tonga, PNG, Vanuatu, 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 the biannual International Visitor Survey (IVS), the annual Business Confidence Index (BCI), and the annual Community Attitude Survey (CAS) report, which together strengthen regional tourism strategies.

Micah Fuhiniu-Viviani, Director of the Niue Tourism Office, noted that the survey findings provide a valuable resource for local and regional stakeholders, promoting sustainable and strategic growth for Niue’s vibrant tourism industry.

“These surveys are invaluable in shaping a resilient and responsive tourism sector. The insights from these reports allow us to enrich visitor experiences and bolster Niue’s standing as a destination,” Ms. Fuhiniu-Viviani shared.

New Zealand remained the top source market, making up 84% of all visitors, followed by Australia (7%) and other Pacific Islands (4%). Most visitors were aged 60 to 69, with an average household income of NZD 137,754. More than half (56%) were first-time visitors, showing Niue’s growing appeal.

Holidaymakers and vacation seekers made up the majority at 66%, while 10% visited friends and family and 9% travelled for business or conferences. Visitors stayed an average of 9.1 nights, highlighting Niue’s attraction for both leisure and business travel.

International tourists had a strong economic impact, spending an average of NZD 807 per person on prepaid costs and NZD 1,442 locally. The estimated return on this spending was 40%, highlighting the broad community benefits of tourism.

SPTO Chief Executive Officer Christopher Cocker mentioned that the report reinforces how vital timely, accurate data is for our region.

“The PTDI gives us the tools to track what’s changing in tourism and respond with strategies that work for our people, businesses, and visitors,” Mr Cocker said. “Tourism is evolving rapidly, and we can’t rely on guesswork. With insights from the PTDI, we’re better equipped to plan, adapt, and ensure tourism continues to benefit Pacific communities in real and lasting ways.”