SPTO Empowers Pacific Tourism with Dual Workshops on Strategic Marketing and Data Insights

This July, the Pacific Tourism Organisation (SPTO) convenes back-to-back workshops aimed at accelerating regional alignment, marketing growth, and data empowerment.

Supported by the New Zealand Ministry of Foreign Affairs and Trade (NZMFAT), these workshops will unite tourism stakeholders, Marketing Managers, and Data Officers from across the region to sharpen regional and national strategies, co-create solutions, and boost technical capabilities to enhance Pacific tourism.

“We are moving beyond recovery—towards accelerating transformation,” says Christopher Cocker, SPTO CEO. “These workshops reflect our vision to align country priorities with regional goals and to build local capacity in the tools that will power Pacific tourism for the next decade.”

The Pacific Tourism Strategic & Digital Marketing Workshop (30 June – 1 July), led by SPTO’s Marketing Division, will align national tourism strategies with the SPTO Strategic Plan 2025–2029 and kick-start discussions on the upcoming Pacific Marketing Strategy 2026–2030. National Tourism Offices, Marketing Managers, and regional partners will collaborate on a regional marketing strategy, co-designing campaigns, mapping digital priorities, and exploring a refreshed “Brand Pacific.” Key outputs include a shared regional campaign calendar and capacity building in social marketing and sustainable promotion practices.

Running concurrently, the Tourism Research & Data Analytics Workshop (30 June – 2 July), led by SPTO’s Research Division, supports the Pacific Tourism Data Initiative (PTDI) as it transitions toward greater country-led implementation. The workshop will train Data Officers and national focal points in using SPSS and NVivo for quantitative and qualitative tourism

data analysis, while reinforcing best practices through PTDI Standard Operating Procedures. The ultimate goal is to empower a regional network of trained Research Champions and enhance data-driven decision-making in Pacific tourism planning.

Mr Cocker highlighted that as both workshops unfold, the message is clear: the Pacific tourism sector is ready to think boldly, work collaboratively, and lead with data and marketing strategy at its core.

“With a united focus on sustainability, innovation, and regional resilience, the Pacific is redefining what small island tourism can achieve on the global stage. These workshops are not just about skills development—they’re about empowering a new generation of research and marketing champions. By strengthening national capacity in data analysis and strategic marketing, we’re ensuring that Pacific countries are equipped for informed, evidence-based tourism planning.

Mr. Cocker added. “These workshops ensure our members can own that asset and use it to shape policy, improve visitor experience, and tell a compelling Pacific story to the world.”