Proposed strategy aimed at affluent travelers
One strategy being considered by Tourism Corporation to attract bigger spending, affluent tourists from the United Kingdom is to have a two page feature on the Cook Islands as a luxury destination, in the well known glossy magazine “Vanity Fair.”
The proposal involves contracting a writer to travel here to do research for the Editorial content of the feature. The feature will cover travel, culture, accommodation and activities.
One aim is to also have the Cook Islands included on an Online A-List section which runs weekly providing news from world-wide on art, fashion, beauty and travel.
This strategy if it goes ahead, is expected to cost about $30,000. It is timed for September and December this year.
The use of the magazine is a step up for our Tourism Corporation. The Tahitians regularly have full page colour ads on their Black Pearls in Vanity Fair’s USA edition. The USA edition may have been better for us considering the direct link from Los Angeles.
One concern is the lack of five star accommodation for the affluent customers being targeted by the strategy.
The problem with our tourism industry is that there are no new developments to cater for the affluent tourist. With increasing social unrest in other places, there is a whole new class of traveler we can exploit providing we have the accommodation to suit.
With the Chinese supporting the new proposed five star 500 bed Hotel in Samoa and the PNG developers proposing a four-five star 200 bed hotel in Samoa, there is an opportunity for the Cook Islands to “cash-in” on tourists who may wish to on travel.
There is speculation the Chinese will send a direct flight into Samoa. The Chinese visitors are expected to be in the affluent group. If just 50-100 of these visitors travel onto Rarotonga for 2-3 days they will expect no less than 4-5 star accommodation.
Government note, start talking to the Samoan government and see to it that the Vaimaanga Hotel is completed. Negotiate with the Chinese for the necessary funds. Lets position ourselves to cash in. - Charles Pitt

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