Pacific Tourism Organisation Showcases the Pacific’s Beauty at China International Travel Mart 2024

The Pacific Tourism Organisation (SPTO), alongside six member countries—Kiribati, Cook Islands, Niue, Solomon Islands, Tonga, and Vanuatu—proudly participated in the China International Travel Mart (CITM) 2024, Asia’s largest travel trade event. Hosted by the Ministry of Culture and Tourism (MOCT) of China from November 22 to 24 at the Shanghai New International Expo Centre, the event provided SPTO an opportunity to showcase the Pacific’s beauty, rich cultural heritage, and sustainable tourism initiatives to a global audience.

Led by SPTO Chair Lady Adela Issachar-Aru and Chief Executive Officer Christopher Cocker, the Pacific delegation leveraged CITM to deepen ties with key stakeholders in China’s tourism sector, including MOCT officials. Their participation emphasized the Pacific’s commitment to fostering cultural exchange and driving sustainable tourism growth through meaningful partnerships.

SPTO’s participation in CITM 2024 also included engagement in the Nihao China Promotion, an initiative designed to foster greater cultural understanding and showcase China’s tourism assets to international attendees.

The SPTO booth at the CITM pavilion showcased the diverse travel experiences vibrant cultural heritage, and commitment to sustainable tourism that positions the Pacific as a premier destination for travelers. This also provided an excellent platform to highlight our South Pacific Tourism Exchange (SPTE) 2025 and the Pacific Storytelling Specialist Programme (PSSP).

“CITM is more than a trade show—it’s a platform for cultivating relationships that go beyond borders,” said Cocker. “Our fruitful discussions with the Vice Minister and Deputy Director General of the MOCT underscored the strength of our partnership, China’s vital role within SPTO, and its continued support for our regional initiatives. We are here to share the Pacific’s story, showcase its cultural and environmental treasures, and foster collaborations that pave the way for a sustainable and interconnected future.”

Prior to the event, the SPTO delegation engaged in a bilateral meeting with Ms. Xu Rong, Deputy Director General of the Bureau of International Exchange and Cooperation at the Ministry of Culture and Tourism of China. Discussions centered on SPTO’s new Strategic Plan 2025–2029 and opportunities for collaboration on tourism development initiatives.

CEO Cocker shared, “Our strategic discussions with Ms. Xu Rong and the MOCT reaffirmed our shared vision for tourism as a bridge for cultural exchange and economic growth. We are excited about the possibilities this collaboration holds for the Pacific and China.”

The delegation also held a productive bilateral meeting with Vice Minister of Tourism and Culture, Mr. Zhang Zheng, exploring avenues to further strengthen ties and create mutually beneficial opportunities for tourism exchange.

“We deeply appreciate the government and people of China for their generous hospitality and unwavering commitment to collaboration,” said Cocker. “Special thanks to Fiji Airways for facilitating our travel, our member countries’ National Tourism Organisations (NTOs) for their participation, and Ms. Vivianne Song, who served as the SPTO liaison officer, expertly managing booth setup, name badge collection, and logistics. Together, we are excited to work towards a brighter, more connected future through tourism.”