Pacific Tourism Organisation Releases 2024 Tonga Visitor Survey: New Data Highlights Tourism Trends and Economic Impact

The Pacific Tourism Organisation (SPTO), through its Pacific Tourism Data Initiative (PTDI) and in partnership with the Ministry of Tourism, Tonga Tourism Authority, and Tonga Statistics Department, has released the 2024 International Visitor Survey (IVS) results for Tonga.

The survey offers a detailed look at visitor trends, behaviors, and the broader economic impact of tourism in the Kingdom of Tonga. It covers key visitor demographics such as country of origin, age, gender, and travel purpose. Data was collected over ten months from January to October 2024, with 576 completed surveys representing 1,201 adults and 250 children—approximately 3% of total visitors to Tonga during that timeframe.

Tonga is among 10 Pacific Island countries —Cook Islands, Niue, 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 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.

Tonga Tourism Authority CEO, Mr Viliami Takau expressed his appreciation for the work that went into producing this report. “This report shows a steady increase in tourism activities and spending however it also identifies shortfalls in our facilities and services. These findings will be useful in guiding our tourism planning in 2025. I thank SPTO for preparing this report.” Mr Takau said.

Survey respondents highlighted several factors that influenced their decision to visit Tonga including the relaxing atmosphere, warm weather, and friendly people.

Whale watching was the most appealing aspect of Tonga, followed by the local people and the scenery. On the other hand, public services and facilities, the rubbish, and stray animals were among the least appealing. Improved maintenance of public infrastructure, the domestic airline, and the provision of better signages were identified as necessary improvements.

From January to October 2024, Tonga welcomed approximately 62,868 international arrivals by air. Based on IVS estimates, these visitors contributed approximately 105 million USD to the local economy.

SPTO Chief Executive Officer Christopher Cocker reaffirmed the importance of data in shaping the future of tourism across the Pacific. He noted that the Pacific Tourism Data Initiative (PTDI), led by SPTO, plays a vital role in equipping stakeholders with reliable, timely information.

“Quality data is the foundation for smart decision-making,” said Mr. Cocker. “With the PTDI, we’re giving Pacific nations—including Tonga—the tools they need to track tourism trends, respond to changes, and build more resilient, community-focused tourism sectors.”