A tourism destination brand ‘South Pacific Islands’ was launched in Asia’s largest professional travel show, the China International Travel Mart (CITM) in Shanghai, China this month by the South Pacific Tourism Organisation (SPTO) aimed at attracting Asian tourists to the region.

The travel show draws tourism industry professionals worldwide including international and domestic tourist organisations, travel agencies, hotels, airlines and other related travel companies on an annual basis alternating between the cities of Shanghai or Kunming, both popular tourist destinations.

SPTO CEO, Chris Cocker said they launched the brand at CITM this month through a South Pacific Islands booth and VIP cocktails with key travel agents and media.

He added this “helped raise greater awareness of the South Pacific among key stakeholders in the Asian tourism sector and spread the key brand message of ‘Ours is Yours”.

“This should help to solidify an identity for the South Pacific in China and drive increased tourism arrivals from this important emerging market to the Pacific Islands.”

SPTO also used the show to raise further awareness among Chinese travel agents of its online South Pacific Specialist Chinese training programme.

Prior to the CITM show, a VIP luncheon was held in Beijing promoting the brand to top-tier travel agencies and media.

The CITM travel show is organised by the China National Tourism Administration (CNTA), a non-Pacific Island member of SPTO that is responsible for developing, promoting and regulating China’s tourism industry.

In support of the South Pacific’s participation at the show, CNTA provided eight complimentary booths for national tourism organisations and private sector partners from Fiji, French Polynesia, Papua New Guinea, Samoa and Vanuatu.

SPTO is based in Suva and works with 16 Pacific Island countries as well as Timor Leste and the People’s Republic of China to market and develop tourism in the South Pacific region.

Its Pacific Island members include American Samoa, Cook Islands, Federated States of Micronesia, Fiji, French Polynesia, Kiribati, Nauru, Marshall Islands, New Caledonia, Niue, Papua New Guinea, Samoa, Solomon Islands, Tonga, Tuvalu, and Vanuatu.