Niue and Tonga see strong returns from smarter tourism planning - survey

Tourism is bouncing back across the Pacific, and two nations appear to be setting the pace with smart, data-led strategies.

The latest International Visitor Survey (IVS) results from Niue and Tonga show strong tourism recovery and a shared focus on data and community benefits.

The reports, released by the South Pacific Tourism Organisation (SPTO) through the Pacific Tourism Data Initiative (PTDI), show that both countries use research to grow tourism in smarter, more sustainable ways.

Niue’s 2024 visitor survey confirms that New Zealand is the country’s top visitor market, making up 82 per cent of arrivals, followed by Australia (10 per cent) and other Pacific Islands (three per cent).

Almost half of Niue's visitors are first-timers, 49 per cent, staying an average of 8.8 nights. This suggests strong appeal and growing confidence among long-haul travellers.

But it may also reflect the limited number of flights to the Rock of Polynesia.

Holidaymakers account for 69 per cent of visits, while 17 per cent are visiting friends and family, and nine per cent are there for business or conferences.

Visitors spend well, averaging NZ$818 on prepaid costs and NZ$1566 on the ground. About 40 per cent of this spending benefits Niue’s local economy.

The Director of Niue Tourism, Micah Fuhiniu-Viviani, says these surveys are vital to building a strong, adaptable tourism sector.

Unsurprisingly New Zealand is Niue’s top visitor market, making up 82 per cent of arrivals. Photo/Niue Tourism.

“They help us improve visitor experiences and strengthen Niue’s profile,” she says.

Just over 2300 kilometres west of Niue, Tonga is seeing similar gains. Tonga’s visitor survey covers the period January to October 2024, and it was based on 576 responses from 3970 survey links, a 15 per cent response rate.

Of those who responded, 35 per cent were first-time visitors. The average stay is nine nights. Respondents have an average household income of US$89,458 (NZ$149,754). Most are drawn to Tonga’s culture, relaxed pace, and natural beauty.

Tourism spending is also significant. Visitors spend US$1546 (NZ$2588) on prepaid costs and US$618 (NZ$1041) locally. Around 40 per cent of prepaid spending reaches the local economy.

With 62,868 total visitors during the survey period, Tonga’s estimated tourism impact in 2024 will be about US$105 million (NZ$175 million).

Most visitors to Tonga are drawn by the culture, relaxed pace, and natural beauty. Photo/Tonga Tourism.

Visitor satisfaction is high across Tonga and Niue, but there is room to improve.

In Tonga, 91 per cent of visitors say they would recommend the country, and 85 per cent are likely to return. Still, issues like public toilets, rubbish, stray dogs, and limited tourist information are raised.

Common suggestions include: more public toilets, better domestic flight options, improved roads, maps, and signage.

For Niue, 98 per cent indicated they would recommend the country to family and friends and expressed a strong willingness to return.

High satisfaction ratings were attributed to the friendliness of the Niuean people, the vehicle rental experience, and the overall level of service.

However, areas identified for improvement included the availability of fresh local produce, supermarket supplies, and tourism information.

Despite their size, both countries are using Pacific Tourism Data Initiative (PTDI) tools to full effect.

The initiative, funded by the New Zealand Government, supports regular visitor survey reports, a Business Confidence Index, and a Community Attitude Survey.

Launched in 2022, PTDI helps Pacific nations make smarter, evidence-based decisions. As of April 2025, Niue, Tonga, and Papua New Guinea are the first to release 2024 reports.

More countries, including Samoa, the Cook Islands, and Vanuatu, are expected to follow later this year.

Niue and Tonga, along with other members of the South Pacific Tourism Organisation, attended the recent Seatrade Cruise Global event in Miami. Photo/SPTO.

Each visitor survey report gives detailed insight into visitor profiles, spending, and satisfaction. These insights help national tourism offices and regional agencies focus investment where it matters most.

SPTO Chief Executive Christopher Cocker says the data shows real progress. “The PTDI lets us track tourism changes and respond with strategies that work. We can’t rely on guesswork anymore.”

Niue and Tonga are also stepping up their regional presence.

At Seatrade Cruise Global 2025 in Miami, the world’s biggest cruise trade event, SPTO joined forces with the South Pacific Cruise Alliance (SPCA) to promote the region.

SPTO’s booth, shared with Fiji Airways and Tourism Fiji, pitched the Pacific as a premium, sustainable cruise destination built on culture and authenticity.