The Cook Islands, a tiny island nation nestled in the South Pacific approximately halfway between Australia and Hawaii, is setting its sights on attracting more Australian visitors. Tourism accounts for a staggering 75 percent of its GDP, and the country recognizes the need to manage growth carefully.
Why Australians Are the Focus
While New Zealanders have long flocked to the Cook Islands, Australians are now being actively targeted. According to Graeme West, general manager of Australasia for Cook Islands Tourism, Australians are still relatively unfamiliar with the destination. However, marketing efforts and new direct flights are changing that. Jetstar launched flights from Sydney in June 2023 and added a Brisbane service in May 2026, making the islands more accessible than ever before.
Australian tourists stay an average of nine nights compared to six for New Zealanders, and they spend more on experiences, especially first-time visitors. They are also more likely to explore outer islands beyond Rarotonga. The favorable exchange rate for the Australian dollar against the New Zealand dollar (used in the Cook Islands) adds to the appeal.
Balancing Growth
Mr. West emphasized that the goal is not to increase flight capacity but to fill existing seats. The number of incoming seats now matches the accommodation capacity, so the focus is on attracting the right visitors. The aim is to slow growth in the New Zealand market and increase the Australian share, spreading demand more evenly across the year, particularly during the low season from November to April.
Unique Appeal
The Cook Islands offers a laid-back, authentic experience with no international branded hotels. Properties are smaller, and visitors can mingle with locals, enjoying beaches, cafes, and restaurants freely. The slogan “Freedom Awaits” captures this essence. The islands boast low crime, no traffic lights, a 50 km/h speed limit, and stunning snorkeling straight off the beach.
Mr. West suggests that Australians hesitant to travel to Europe due to Middle East disruptions or rising airfares should consider the Cook Islands. While Fiji is a competitor, he assures that the Cook Islands is distinctively different, offering a more intimate and relaxed atmosphere.
Local Hospitality
Unlike many global destinations grappling with overtourism, Cook Islanders warmly welcome visitors. Almost everyone is involved in tourism, from growers to hoteliers. This positive attitude enhances the travel experience, making it a truly welcoming paradise.
This writer traveled to the Cook Islands on the inaugural Brisbane flight as a guest of Jetstar and Cook Islands Tourism.
