Cook Islands tackles image tensions
Cook Islands Tourism has reported arrivals are up by 35% since the launch of a direct flight in 2011, a figure they say has been reached by tackling the negative perceptions of the destination.
Those hesitations from consumer and trade included quality of accommodation, flight schedules, family activities and dining infrastructure.
“For the last couple of years we have really tried to answer the tensions that have surrounded the brand,” Cook Islands Tourism Corporation general manager Kerryn Cook said.
“If you could get any further from having an beautiful island holiday that was where we started,” Cook said.
At an event held on Cockatoo Island, Sydney last night, Cook reported that end of year arrivals numbered 24,000 passengers.
“It might sound like tiny numbers but tourism is 87% of the GDP,” Cook said.
“We are to be commended that we have pulled together those numbers in such a small amount of time,” Cook said.
The island destination underlined the importance of the trade. “My goal is to get a more qualified client to you so we can raise the profile of the Cook Islands,” Cook said.
A recent trade incentive of $30 per passenger booked on an air New Zealand flight to the Cook Islands has been well received, Cook added.
“We’ve all seen tourism boards come in and then fade… I wanted to build a legacy,” Cook said.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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