The Cook Islands is on track for its biggest tourism year yet, with visitor numbers expected to surpass 2019 levels – Image: Cook Islands Tourism
The Cook Islands tourism industry is poised for a historic year, with visitor numbers expected to surpass pre-pandemic records from 2019. Cook Islands Tourism CEO Karla Eggelton announced that the first quarter of 2025 has already shown a 20% increase compared to the same period in 2024, signaling a strong and promising year ahead.
“This is a solid start for us,” said Eggelton. “We’re on track for a record-breaking year, with strong airlift and heightened interest in key celebrations such as the 60th anniversary of self-governance.”
Expanded Air Connectivity to Meet Growing Demand
Major increases in airlift across four international carriers are fueling the anticipated tourism boom:
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Air New Zealand will expand to 17 weekly flights from Auckland, including daily wide-body aircraft and additional narrow-body flights during peak periods.
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Jetstar will maintain its three weekly services from Auckland and will increase flights from Sydney to five per week from May to October, with four running year-round.
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Hawaiian Airlines will shift its weekly flight from Honolulu to a more convenient Sunday afternoon departure, enhancing connections to continental U.S. destinations.
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Air Rarotonga and Air Tahiti will double flights between Papeete and Rarotonga from July to December.
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Focus on Responsible and Sustainable Tourism
As the country prepares for the influx of both international travelers and Cook Islanders returning home for milestone events, Eggelton emphasized that growth must be sustainable.
“The big question for us is: is this growth sustainable?” she said. “We’re shifting from a focus on volume to a focus on value—on delivering better experiences and long-term benefits to our people, environment, and culture.”
To guide this shift, a National Destination Stewardship Plan is in development, with plans to be shared publicly by July. The initiative aims to ensure tourism continues to drive the economy while positively contributing to the Cook Islands’ social, cultural, and environmental wellbeing.
A Year of Reflection, Celebration, and Connection
With 2025 marking the 60th anniversary of self-governance, the nation anticipates a surge in visitors eager to participate in events like Te Maeva Nui. Eggelton said the tourism industry is focusing on raising service standards and ensuring a safe and welcoming environment.
“As we welcome the world to our shores, we are also looking inward—ensuring our tourism model reflects who we are and what we value as a nation.” (NAN/CIY 27-04-25)
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