If there was ever a time for the Pacific to speak with one voice, it was now. Held at the Crowne Plaza Fiji Nadi Bay Resort & Spa from 9-10 May, the South Pacific Tourism Exchange (SPTE) 2025 brought together over 150 exhibitors from 20 island nations alongside 61 international buyers.
Organised by the Pacific Tourism Organisation (SPTO), the ninth edition of the event underscored a strong regional commitment to sustainable tourism, climate resilience, and reshaping the travel narrative around value, not volume. For Australian advisors, the message was clear: selling the South Pacific in 2025 and beyond will require a new playbook — one that centres cultural connection and environmental care
The Exchange wasn’t just about rates and room nights. It was about island nations — from Tuvalu to Tonga — sharing how tourism must evolve if it is to survive climate disruption and deliver long-term benefits to communities.
SPTO CEO Christopher Cocker opened proceedings with a powerful call for a shift from “more tourists” to “the right tourists”.
“We are not chasing numbers. We’re building a region that invites high-value, low-impact travellers — those who walk gently, stay longer, spend wisely, and leave our islands better than they found them,” he said.
The sentiment was echoed across sessions led in partnership with SPREP (Secretariat of the Pacific Regional Environment Programme) and other regional bodies, covering everything from marine conservation to waste reduction in hospitality operations.
Who showed up: The full island line-up
This year’s SPTE hosted a vibrant mix of both established and emerging destinations, including Fiji, Cook Islands, Samoa, Vanuatu, Tonga, Solomon Islands, Papua New Guinea, French Polynesia, New Caledonia, Niue, Tuvalu, Kiribati, Nauru, Marshall Islands, Micronesia (FSM), Palau, American Samoa, Wallis & Futuna and Tokelau islands.
While each brought their own flavour, from lush rainforest retreats to coral atoll hideaways, all shared a common focus: balancing tourism growth with ecological and cultural preservation.
Far from being a buzzword, sustainability was woven into the fabric of the Exchange. Key initiatives on display included:
- Eco-certification support for small, locally owned properties.
- Expansion of the Pacific Ocean Litter Project to reduce single-use plastics in tourism.
- Development of marine tourism guidelines to protect delicate reef systems.
- Promotion of “green season” travel to distribute visitation and protect peak season ecosystems.
- Cultural stewardship initiatives ensuring First Nations communities are not just represented, but leading tourism experiences.
What Australian advisors need to know
With Australian travellers showing increasing interest in ethical, close-to-home travel, SPTE 2025 revealed several updates, insights, and product developments advisors should take note of:
Getting There Is Getting Easier
Fiji Airways, SPTE’s platinum sponsor, confirmed expanded regional and Australian connections, alongside increased codeshare activity with Virgin Australia and Qantas. Inter-island transfers — historically a pain-point — are being streamlined via new regional partnerships and updated infrastructure in Vanuatu, PNG and the Cook Islands.
Destinations are moving beyond sun-lounger clichés. Expect more offerings in:
- Regenerative tourism: travellers planting coral, joining conservation efforts, or staying in permaculture eco-lodges.
- Indigenous-led experiences: from Vanuatu’s kastom villages to Solomon Island war walks.
- Wellness retreats with a twist: blending Pacific Island healing with sustainability (think rain-fed spas and ocean therapy).
Fiji Airways confirmed expanded regional and Australian connections including to Cairns.
Green season travel = Better margins
Destinations like Samoa and French Polynesia are actively promoting their lush, low-season months. For clients, this means fewer crowds, richer cultural immersion — and for advisors, better availability and more competitive margins.
Travellers want connection. Sell depth over breadth. Encourage longer stays in fewer places, and always brief clients on cultural etiquette (for example, tapu sites in Tonga or reef-safe behaviours across the region).
Standout products and stays
The Travel Weekly team spotted several developments worth highlighting to clients:
1. The Brando (French Polynesia) – Still the South Pacific’s most recognisable eco-luxe icon.
2. Aore Island Retreat (Vanuatu) – Solar-powered bungalows with sea-to-table dining and reef restoration experiences.
3. Niue Stargazing Dome – For travellers seeking dark skies, this minimal-impact glamping site is a first of its kind.
A key success of SPTE 2025 was the growing synergy between airlines, NTOs, and operators. New product packaging — like wellness and culture combos, island-hopping circuits, and “slow travel” itineraries — is making multi-island journeys more viable than ever.
Meanwhile, cross-destination climate cooperation is also increasing. Representatives from Tuvalu, Kiribati, and the Marshall Islands launched a joint climate-resilient tourism roadmap, advocating for industry-wide carbon accountability.
If your clients want to sip coconuts on the beach, that’s still possible. But more and more, they want to know where that coconut came from, who harvested it, and whether their stay helps protect the reef beyond the shore.
In the South Pacific of tomorrow, tourism isn’t just a holiday — it’s a responsibility. And SPTE 2025 proved that this region is more than ready to lead the way.
