1. How does Tahiti Tourisme position itself today on the global tourism stage?
For a long time, Tahiti and its islands, known internationally as The Islands of Tahiti, were associated with a few iconic images: honeymoons, Bora Bora, and white-sand beaches. But over the past decade, we have deliberately repositioned ourselves. Our message today is clear: we offer much more than “postcard” clichés.
What truly differentiates us is that we are not a mass tourism destination. In fact, what a destination like Hawaii might receive in ten days, we welcome in an entire year. This creates a sense of exclusivity, what we consider the ultimate luxury today: privacy and authenticity. We prioritize quality over quantity
We also offer remarkable diversity. French Polynesia is made up of five archipelagos and 118 islands, each with its own identity. Visitors can experience everything from lush mountains to turquoise lagoons and flat atolls. This diversity extends to accommodations as well, from luxury overwater bungalows to Tahitian Guesthouses and vacation rentals.
We are also a major cruise destination, but with a focus on smaller, more intimate vessels, 90% of ships carry fewer than 500 passengers. And beyond landscapes and logistics, our strongest asset is our people. Visitors often come for the scenery but leave deeply touched by Polynesian culture and the warmth of our population.
In a world marked by uncertainty, our remoteness in the Pacific has become a strength. We offer a safe, preserved environment where travelers can reconnect, with nature, with loved ones, and with themselves.
2. How do you work to highlight this diversity beyond the traditional clichés?
It starts with how we communicate. Across all our campaigns and partnerships, we emphasize the richness and diversity of our destination. We also invest heavily in training tour operators and travel agents so they can better understand and promote the full range of experiences we offer.
Additionally, the diversity of our tourism ecosystem, accommodations, activities, and cultural experiences, naturally reinforces this broader image. It’s about showing that there is truly “a Tahiti for everyone.”
3. What role does the American market, especially the U.S. West Coast, play in your strategy?
The American market is absolutely critical. North America accounts for roughly 42% to 45% of our visitors, with the United States as our leading source market. Between 2019 and 2025, arrivals from the U.S. increased by 22%, reaching over 100,000 visitors annually.
Geographically, we are very accessible, about an eight-hour flight from the West Coast, with strong connectivity through hubs like Los Angeles and San Francisco. Multiple airlines operate regular routes, making travel relatively seamless.
4. How do you tailor your messaging to American travelers?
American travelers typically stay between one week and ten days and are still strongly drawn to iconic destinations like Bora Bora. There is also a historical connection, particularly dating back to World War II.
While we continue to highlight our overall diversity, we also maintain the premium positioning that resonates with this market, especially the appeal of overwater bungalows and luxury experiences.
5. Sustainable tourism is a global priority. How is Tahiti Tourisme addressing this?
Sustainability is at the heart of our strategy. In 2022, the government adopted a national roadmap for more inclusive and sustainable tourism. Since then, we have worked closely with the Global Sustainable Tourism Council to define and implement best practices.
We developed a comprehensive action plan with 110 initiatives across four pillars: sustainable management, socio-economic benefits, cultural preservation, and environmental protection. These actions were co-created with public authorities, private stakeholders, and even a citizen committee.
One major milestone is the protection of our entire maritime zone, nearly five million square kilometers, making it the largest marine protected area in the world. This reflects our long-standing commitment to ocean conservation.
6. What initiatives are in place to diversify tourism offerings?
The diversity is inherent in our destination. We offer a wide range of accommodations, from luxury resorts to family-owned Tahitian Guesthouses, as well as varied experiences on land and at sea.
Visitors can enjoy hiking, cultural immersion, gastronomy, sailing, diving, and more. Our environment naturally supports this diversity, allowing us to cater to different types of travelers.
7. How important are partnerships with airlines and travel operators?
They are essential. Given our location in the Pacific, connectivity is crucial. Airlines enable access, while tour operators and travel agents play a key role in promoting and selling the destination.
We regularly host industry partners to help them better understand our offers. Despite the growth of online bookings, traditional distribution channels remain vital for a destination as complex and diverse as ours.
8. How does French Polynesia differentiate itself from other tropical destinations?
There are three key differentiators. First, exclusivity, we are not a mass tourism destination. Second, authenticity, our culture is vibrant, living, and deeply rooted. Third, diversity, from landscapes to experiences, there is something for every traveler.
9. What is your vision for the future of tourism in French Polynesia?
Our goal is to develop a model of controlled, responsible growth. We want to better distribute visitor flows across islands and ensure tourism benefits local communities.
We are also implementing measures to prevent over-tourism, such as limits on hotel capacity and cruise ship arrivals. Ultimately, we aim to double tourism’s economic benefits for residents while preserving our environment and culture.
10. Finally, what message would you like to share with Los Angeles Times readers?
In an increasingly uncertain world, The Islands of Tahiti offer a rare sense of peace and safety. It is a place where you can reconnect, with loved ones, with nature, and with a rich and welcoming culture.
We invite you to discover a destination that is not only beautiful, but deeply meaningful, a place where you will feel truly treasured.
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