Although tourists are attracted to Tonga by appealing activities, the culture and the natural environment, at the same time, visitors said shortfalls in public facilities and services were unappealing, according to a new Tonga International Visitor Survey released this month.
A survey conducted last year by the Ministry of Tourism and Tonga Statistics Department collected data on the experience of tourists. The data was compiled in a report, released by the South Pacific Tourism Organization (SPTO) in April.
From January to October 2024, Tonga welcomed approximately 62,868 international arrivals by air. Based on IVS estimates, these visitors contributed an estimated USD$105 million to the local economy.
Tonga Tourism Authority CEO, Mr Viliami Takau, said, “This report shows a steady increase in tourism activities and spending, however, it also identifies shortfalls in our facilities and services. These findings will be useful in guiding our tourism planning in 2025.”
Survey respondents highlighted several factors that influenced their decision to visit Tonga including the relaxing atmosphere, warm weather, and friendly people.
Whale watching was the most appealing aspect of Tonga, followed by the local people and the scenery. On the other hand, public services and facilities, the rubbish, and stray animals were among the least appealing.
Improved maintenance of public infrastructure, the domestic airline, and the provision of better signages were identified as necessary improvements. The international visitor survey (IVS) shows that respondents also found that the cost and coverage for internet availability and general shopping opportunities were unsatisfying.
The most participated activities in Tonga last year included, visiting the beach, restaurants, cafes, bars and the local markets. The most appealing aspect of Tonga were the whale watching activities.
About 91% of respondents indicated they would recommend Tonga to others, 85% of whom said they are willing to return.
The survey showed that the prepaid spend per respondent was USD $1,456 with an estimated 40% flowing into the local economy including bars, restaurants and the local markets.
“This contributed to an estimated economic impact of USD 105 million from January - December 2024.”
SPTO Chief Executive Officer Christopher Cocker said that the Pacific Tourism Data Initiative, led by SPTO, plays a vital role in equipping stakeholders with reliable, timely information.
“Quality data is the foundation for smart decision-making,” said Mr. Cocker. “With the PTDI, we’re giving Pacific nations—including Tonga—the tools they need to track tourism trends, respond to changes, and build more resilient, community-focused tourism sectors.”
