Tourism Corp to seek public comment on proposed plans

On Tuesday afternoon Tourism Corporation released to the media a copy of their Budget Policy Statement to the Budget Committee.
Board Chairman Tata Crocombe told the Herald on Wednesday morning, the 10 page statement covers the key areas the Corporation seeks to develop in order to take the industry to the next level, for instance improved aviation links, upgrading the corporation’s website, making the Cook Islands the preferred South Pacific tourist destination with a particular focus on the boutique and unique character of the destination (polishing the diamond says Crocombe) and spreading tourism to the outer islands.
Crocombe said the submission has been to Cabinet and the intention is to now make it available to the industry and the public for comment.
Space does not permit the entire submission to be printed however, references to the key points as mentioned by Crocombe are set out below.
Aviation links
Significant improvements in our aviation links are being pursued as follows:
1. Continuation of the Los Angeles service through a subsidy arrangement with Air New Zealand to underwrite the access to the key markets of United States, Canada, United Kingdom and Europe; and
2. A trial for four months during July to October 2010 of a direct service from Sydney to Rarotonga through a subsidy arrangement with Air New Zealand. Australia is the largest producer of visitors to the South Pacific with approximately 400,000 visitors per annum forecast of which only 12,000 currently visit the Cook Islands. Direct services are expected to significantly increase Cook Islands penetration of the Australian market. This trial will provide around 4,000 additional seats into the Cook Islands. A year round direct service from Sydney to Rarotonga has the potential to give greater access to our North American, European and Asian visitors; and
3. The possibility of increased services by Pacific Blue from the current level of three services per week to four a week from Sydney to Auckland to Rarotonga. As the financial viability of the fourth flight is stabilized this would provide the platform for an increase to a fifth flight and eventually a daily service; and
4. The possibility of a re-commencement of services between Nadi and Rarotonga on a twice weekly basis with Air Pacific similar to the Air New Zealand underwrites arrangements. These services would connect via Hong Kong to 11 European capitals through a code share arrangement with Cathay Pacific, all Asian ports, Sydney, Brisbane, Los Angeles, Vancouver, Vila and Apia. This would provide an additional 14,000 seats per annum into the Cook Islands.
5. The possibility of a seasonal once a week service from Vancouver to Rarotonga and onwards to Sydney or Auckland from November to April. This would assist to reduce the seasonality of the Cook Islands current source markets, particularly as the Canadian market also typically has a much longer length of stay than almost all other markets with a tendency to stay in smaller properties, self catering bungalows and villas.
6. A full feasibility study to upgrade the Aitutaki airport to a full international narrow body jet standard i.e. B737 NG and A320.
7. There are discussions continuing with all airlines that service the South Pacific with particular focus on the possibilities of;
a. Jet Star for services direct from Sydney to Rarotonga; and
b. V Australia for a Sydney – Rarotonga – Los Angeles service.
To achieve a higher level of visitor arrivals will require a higher level of sales and marketing activity involving all stakeholders including the Cook Islands Tourism Corporation, local industry, international wholesalers and airlines.
Website upgrade, preferred destination, outer islands development
To maximize the investment that all players are making in the promotion of the Cook Islands, the Tourism Corporation recently formed the Destination Sales and Marketing Committee with the following aims and objectives.
• To ensure that the Cook Islands Tourism Corporation sales and marketing investments are leveraged in conjunction with those of all other industry participants, including airlines, wholesalers, travel agents, local industry etc. so that the Cook Islands is the preferred South Pacific tourist destination with a particular focus on the boutique and unique character of the destination.
• To be the most nimble, proactive and innovative destination in the South Pacific in generating sales and marketing concepts and campaigns as well as backing them up with outstanding execution.
Next week the Herald will report further on the Corporation’s submissions.

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