Cook Islands Tourism announces that the 2025 Cook Islands People’s Choice Awards (PCA) are open for nominations. 

The PCA are a Cook Islands Tourism initiative that recognises individuals and businesses delivering quality, authentic experiences across the tourism sector as voted by you, the people. 

Now in its third year, the PCA form part of Cook Islands Tourism’s broader strategy, that tourism advances the well-being of resident Cook Islanders. By recognising those who deliver meaningful, authentic, and values-driven experiences, the Awards highlight the people and practices that support a tourism industry which is not only economically beneficial, but also socially and environmentally responsible. 

“As a destination, we are grounded in purpose,” says Karla Eggelton, CEO of Cook Islands Tourism. “The People’s Choice Awards highlight those across the industry and community who are contributing to tourism in meaningful ways. By staying true to our Kia Orana values, we strengthen the connection between tourism and the unique culture and identity of the Cook Islands. This authenticity supports long-term relationships with visitors and ensures that the benefits of tourism are felt locally.” 

In 2024, Captain Tama’s Lagoon Cruizes received the Meitaki Award in the Business Category, while Ali Maao was named Kia Orana Champion in the Individual Category. Across both categories, a common thread emerged, recognition for those who brought energy, cultural knowledge, and heart to every interaction. 

Since its introduction in 2023, the PCA have expanded significantly. Nominations increased from 177 to more than 900 in 2024, with over 29,000 public votes cast. That same year, the campaign received international recognition with an MarCom Gold Award for effectiveness and global engagement, by the Association of Marketing and Communication Professionals (AMCP) out of the United States. 

In 2024, submissions came from across the globe. New Zealand led with 45%, followed by the Cook Islands (20%), Australia (18%), the United States (3%), and 14% from Northern Europe and other regions. 

“We’re committed to bringing the PCAs to the people to recognise and celebrate their contributions,” says Noeline Mateariki, Director of Sales and Marketing. This year, we’re excited to introduce new award categories to ensure broader recognition across all areas of tourism. 

The PCA will now have an extended award category structure. To reflect the diversity of roles and organisations that contribute to the visitor experience and the broader value chain of tourism. 

Kia Orana Champions - Individual Categories 

Recognising passionate individuals who deliver authentic, personal interactions that turn visits into lasting memories.

• Tour Guide of the Year: Recognises a tour guide who creates memorable visitor experiences in the Cook Islands.
• Hospitality Hero: Celebrates an individual who consistently goes above and beyond to ensure memorable and quality service for guests.
• Rising Star: Celebrates a young tourism professional between 18-30 years who shows promise for the future of tourism in the Cook Islands.
• Mana Tiaki Guardian: Honours someone who helps protect the Cook Islands’ environment, culture, and values.
• Pa Enua Ambassador: Celebrates a tourism champion in the Pa Enua. 

Meitaki Awards - Business Categories 

Recognises tourism businesses of all sizes for excellence in service and guest experience. 

• Local Vendor: Highlights small vendors, micro-enterprises, and market-based operators who contribute to visitor experiences in meaningful and memorable ways.
• Small Business (5 - 19 employees): Acknowledges smaller operators providing personal, hands-on service and hospitality.
• Medium Business (20 - 49 employees): Celebrates medium sized operators known for professionalism, value, and quality experiences.
• Large Business (50+ employees): Honours organisations delivering consistently excellent service at scale. 

This year, approx. $30,000 in prizes will be awarded, including in-kind marketing support, domestic travel vouchers, experience packages, PR features, and branded merchandise. The PCA are also proudly supported by Air Rarotonga, Cook Islands Printing Services, with more sponsors to be announced. 

Nominations are now open at www.cookislands.travel/PCA and close on Friday 15 August at 9am (CKT). 

Submissions are open to both local residents and visitors. 

Key Dates  

• Nominations Open: Friday 25 July 2025, 9am
• Nominations Close: Friday 15 August, 9am
• Voting Opens: Tuesday 2 September, 12pm
• Voting Closes: Tuesday 16 September, 12pm
• PCA Awards Ceremony: Friday 26 September 

For more information, visit www.cookislands.travel/PCA