PACIFIC tourism leaders are calling for stronger collaboration, improved air connectivity, and a renewed focus on authentic experiences as global travel trends rapidly evolve.
During a panel on Global and Regional Tourism Trends and Data at the SPTE Industry Day, industry experts acknowledged that global uncertainty is shaping travel patterns. However, they noted that this uncertainty could also create new opportunities for the Pacific.
Chairman of the Pacific Asia Travel Association, Peter Semone, says the region must adapt to changing traveller expectations, particularly among younger generations, prioritising experiences over traditional holidays.
“They are less interested in lying on the beach and more interested in culture, food, and engaging with communities,” he said.
Semone stressed that the Pacific’s greatest strength lies in its authenticity, which cannot be replicated in destinations like Asia. When asked what the Pacific can offer that Asia cannot, he said the region provides unique experiential opportunities.
“There are things that are so authentic about the Pacific that should be sold. Diversify your product. Make it more experiential — food, culture, the way locals live. Visitors want to get away from the stress of work and routines, and that is where the Pacific shines,” he said.
Semone pointed to examples in the Solomon Islands, where young leaders are helping villages turn everyday life into a visitor experience, from traditional crafts and shell money production to mangrove tours and cultural interactions.
“We need to educate communities and show them how their day-to-day lives can become meaningful experiences for visitors,” he said.
Shifting focus toward market strategy, Semone observed that rising travel complexity and global uncertainty might weaken traditional European markets.
Therefore, he urged Pacific destinations to target Asia, saying, “There is huge opportunity in Asia — China, Japan, Korea, and Southeast Asia and we need to position ourselves to capture that market.”
Tourism Fiji Chief Executive Dr Paresh Pant highlighted air connectivity as one of the region’s biggest structural challenges. “That dictates where we invest, which markets we target, and how we grow,” he said, emphasising that improved connectivity is essential for unlocking tourism potential.
Managing Director of Turama Pacific Travel Group, Robert Skews, said inbound operators are responding by creating curated travel packages combining flights, accommodation, and tailored experiences.
“We package quality experiences that agents can sell with confidence — something travellers cannot easily put together themselves,” he said.
Skews added that community-based tourism delivers economic benefits at the grassroots level, and targeted marketing remains critical to raise awareness in long-haul markets.
“Many see the Pacific as one destination, so we need to show the differences and what suits each traveller,” he said.
Across the panel, one message remained clear that collaboration is essential. “Tourism is a team sport,” Semone said. “If we do not collaborate and work together, we will not succeed.”