Pacific Tourism Surge: Nearing Pre-COVID Highs with Record Growth in 2023 & Strong 2024 Momentum

The Pacific tourism industry is experiencing a robust recovery, with the 2023 Annual Visitor Arrival Report revealing record-breaking growth and a promising trajectory heading into 2024. Visitor arrivals surged by 89% compared to 2022, totalling 2.637 million, driven by both air and cruise tourism.

Air arrivals accounted for 1.96 million, while cruise tourism contributed 678,185 visitors. On a global scale, tourism saw a major rebound in 2023, spurred by pent-up demand and better connectivity. International arrivals hit 1.286 billion, marking an 88% recovery of pre-pandemic levels.

Fiji led the Pacific in air arrivals, accounting for 51% of the total traffic, followed by French Polynesia (14%) and the Cook Islands (8%). Cruise tourism saw impressive performances from Vanuatu (38%) and New Caledonia (34%). Although the global tourism economy grew, contributing 23.2% to global GDP, visitor spending remains 14.4% below 2019 levels.

While the Pacific tourism sector faced initial challenges in 2024, it has shown resilience, with notable trends emerging. International arrivals experienced a slight decline in the first three quarters of 2024—31% in Q1, 9% in Q2, and 13% in Q3. However, the region remains on track for recovery, with Australia and New Zealand continuing as dominant source markets, and the USA holding a strong third position. Fiji stayed the top destination, alongside solid contributions from French Polynesia, the Cook Islands, and Samoa.

Quarterly Highlights (2024 Air Arrivals)

• Q1: 370,759 total arrivals, with significant growth from the Marshall Islands (+187%) and Vanuatu (+102%).
• Q2: 463,304 arrivals, with Kiribati showing growth (+12%), despite declines from Tonga (-53%) and Vanuatu (-54%).
• Q3: 503,509 arrivals, with strong performances from the Cook Islands (+9%) and Solomon Islands (+23%), but declines in Vanuatu (-36%) and Kiribati (-19%).

Challenges remain, including economic and geopolitical risks, staff shortages, and high travel costs. However, the Pacific is capitalizing on opportunities like improved air connectivity, visa facilitation, and emerging markets such as India and South Korea. Sustainability and experiential travel trends are also reshaping traveler preferences, positioning the region for sustainable growth.

SPTO CEO Christopher Cocker emphasized the region’s resilience amid global uncertainties. “Strategic efforts focused on connectivity, value for money, sustainability, product differentiation and market diversification will be crucial to maintaining momentum and ensuring continued growth in the years ahead,” he stated.

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