THE Pacific is being urged to position itself as a “safe haven” for global travellers amid geopolitical tensions reshaping tourism worldwide.
Pacific Asia Travel Association (PATA) Chairman Peter Semone says ongoing conflicts, including the war in Ukraine and rising tensions in the Middle East, are beginning to influence how and where people choose to travel.
“Tourism is an industry of peace,” Semone said. “War and tourism are like water and oil—they do not mix very well together.”
He explained that as uncertainty grows, travellers are increasingly avoiding destinations perceived as unsafe, creating an opportunity for Pacific Island countries to stand out.
“We are as far away as you can get from most of the conflict happening in the world,” he said. “The Pacific can promote itself as a place where people can come to relax, detox and feel secure.”
However, Semone warned that the region also faces looming challenges, particularly rising travel costs driven by global instability.
He said tensions in the Middle East could affect fuel prices, especially if key oil supply routes, such as the Strait of Hormuz, are disrupted.
“Airfares are likely to increase, and that’s a concern for the Pacific because it’s already expensive to get here,” he said. “If costs continue to rise, many travellers may choose to stay within their own countries.”
Despite this, Semone believes there is still strong potential to attract visitors, particularly from Asia’s growing affluent and retired population.
He said one of the biggest hurdles is awareness.
“Many people look at the Pacific on a map and just see small dots—they do not even realise these are countries,” he said. “We need to educate travellers about where we are and what we offer.”
Semone highlighted Fiji as a key gateway into the region, noting its connectivity and role as a hub for exploring neighbouring island nations.
He also stressed the importance of regional collaboration, urging Pacific countries to market themselves collectively rather than individually.
“Tourism is a team sport,” he said. “Each country offers something unique, and by working together, we can better showcase the diversity of the Pacific to the world.”
Semone added that a united approach would not only improve marketing efficiency but also strengthen the region’s global competitiveness during uncertain times.