Meet the new head of Tourism

NEW TOURISM BOSS TO GET THE COOK ISLANDS BACK TO BUSINESS AS QUICKLY AS POSSIBLE

Following a long history with the Cook Islands Tourism Corporation, Karla Eggelton began a new chapter as CEO in the top job on 2 May 2022.

Karla is a proud Cook Islander who is capable, energetic, strategic and personable.

“I have spent my entire lifetime investing in tourism,” said Karla.

“I joined Cook Island’s tourism organisation on my return from university in Australia.”

Karla studied on a scholarship; a government initiative to create senior management jobs for Cook Islanders. Karla was earmarked to work at the Sheraton Resort in Vaimaanga.

“Obviously, that didn’t come to fruition, so I joined Cook Island Tourism as a marketing services officer. “Chris Wong was the CEO. There was no marketing manager then. I joined along with other marketing services recruits, Rohan Ellis and Nicholas Henry; both are still prominent in the tourism industry.

“Tourism was in its infancy, and Chris Wong did an incredible job with a small budget. One highlight for me was when I was sent to America for three months to research into the North American market. I was only 21.

“In those early years, I also pay tribute to the many positive tourism leaders outside the corporation, including Robert Skews, Thomas Koteka, Peter Heays, and my father, Des Eggelton. They were all part of the new tourism vision”.

Karla Eggelton left the Corporation ten years later to work in the private tourism sector for five years. “I left Cook Islands Tourism as marketing manager, and returned as director of sales and marketing in 2010”.

Visits to the Cook Islands grew exponentially in the following decade culminating with 176,000 visitors in 2019. By March 2020, the pandemic forced borders closed denying the Cook Islands another bumper year.

More than two years later the Cook Islands tourism industry is bouncing back.

“I want acknowledge the absolute resilience of the private sector and the industry for their desire to move mountains, embrace change, and to stay alive. Their performance since we’ve opened our borders has been tremendous, regardless of the challenges facing them including capacity issues, labor issues, inventory issues, getting

In May 2022 the Board of the Cook Islands Tourism Corporation announced the appointment of Ms. Karla Eggelton as the Corporation’s new Chief Executive Officer following the departure of Halatoa Fua who left to take up a new role as Director of the National Environment Service.

Karla Eggelton, new CEO of Cook Islands Tourism Corporation

in foods and goods to support the visitor’s return.

“Air New Zealand has assisted us with flights from Auckland; but they’ve got their own challenges and we are not back to full capacity. Our aim is to get back to business as quickly as possible.”

In June, Jetstar recommenced services from Auckland.

“We are not yet at the place we were pre-COVID, which was 28 flights a week. We have plenty of rooms, but not enough planes!

“Our forecast is to end the 2022 year with 94,000 visitors.”

For the past ten years New Zealand has been the predominant market for the Cook Islands and according to Karla that won’t change. “76% of our visitation prior to COVID was the Kiwi market and we expect that to continue for a long time. Our main focus is on New Zealand ensuring that we’ve got flights out of New Zealand

and ensuring that Kiwis want to travel to the Cook Islands. That’s our number one objective.

“Our second priority is Australia. They are the next highest market source market for us. Pre COVID, Air New Zealand operated a weekly nonstop flight from Sydney. “We know that the formula for success for Australia is frequent nonstop flights from multiple ports. That is our aspiration and our desire.

“Right now, all our marketing is in the Southern Hemisphere.”

Karla said she is honoured and pleased to be appointed the new leader for Cook Islands Tourism.

“It’s my blood, it’s my heart, it’s my soul. During this new chapter, I have the opportunity to help carve the way ahead. I’m just immensely appreciative of that opportunity. The support I have received from my team, from the tourism industry, and from partners across the globe, has been heartwarming. I just hope I can do good by everybody!”

“I have the opportunity to help carve the way ahead”.