Recovery in the Chinese market

The Islands of Tahiti to welcome first charter in 2026

and confirm their attractiveness

On Tuesday 17 February, Tahiti & Her Islands will welcome a specially chartered flight for Chinese tourists, the first since 2018. This operation comes at a time of recovery in tourism from the Chinese outbound market and confirms the growing interest of this clientele in the destination.

Read the press release

China, the world market for international tourism

in full expansion

According to the National Bureau of Statistics of China, Chinese residents made 146 million trips abroad in 2024, generating almost 800 billion USD (+18% vs 2023). Projections for 2025 exceed 155 million trips, confirming China as the world’s leading market for international outbound tourism.

Although the post-Covid recovery in Asian markets has been more gradual, the momentum is now well underway. For The Islands of Tahiti, the Chinese market is currently one of the most responsive, boosted by the reopening in October 2023 of the Papeete-Tokyo (Narita) route, a veritable gateway from Asia to French Polynesia. It ranks 10ᵉ among the source markets for international tourists and is expected to return to its pre-pandemic levels of around 3,300 visitors by 2025.

Greater visibility for Tahiti and her Islands

to capture the growth of the Chinese market

Over the past two years, Tahiti Tourisme has stepped up its marketing initiatives and investments in China. Last year saw the organisation of a roadshow in 3 major Chinese cities – Shanghai, Chengdu and Shenzhen – bringing together a dozen Polynesian partners to meet over 200 resellers of the destination (tour operators and travel agents). At the same time, the number of familiarisation trips or ‘eductours’ aimed at these Chinese resellers was doubled, enabling more agents and tour operators to discover the destination and promote it more effectively. The presence of The Islands of Tahiti has also been amplified on Chinese social networks and in the specialist media, thanks to reinforced communication campaigns and sustained press relations work.

These initiatives are helping to establish The Islands of Tahiti as one of the most attractive island destinations for Chinese travellers, at the top of the list of dream destinations identified by this rapidly expanding market.

A tailored experience

for premium customers

This charter will welcome 308 Chinese visitors, who will continue their stay with a 7-night/8-day cruise aboard the Paul Gauguin (Ponant). The itinerary includes Tahiti, Huahine, Raiatea, Taha’a, Bora Bora and Moorea, helping to spread tourist flows more evenly across the islands.

The average expenditure is estimated at XPF 1.2 million per person (excluding shopping), confirming the appeal of the destination to a high-end Chinese clientele.

To meet the specific expectations of Chinese customers, a number of adjustments were essential and were carefully integrated on board the Paul Gauguin. Menus have been translated and supplemented with a selection of Chinese dishes, and Chinese-speaking staff are on hand to accompany travellers throughout their stay. Tahiti Tourisme, for its part, will provide an appropriate welcome when the charter arrives, to ensure a smooth and warm first experience.

Diversifying tourist markets

for sustainable growth

The development of Asia is a strategic priority in order to reduce dependence on the traditional markets (North America and France), which account for 75% of arrivals.

Collaboration and synergy between Tahiti Tourisme and Polynesian partners such as Air Tahiti Nui play a key role in developing the Asian market. The organisation of this special Chinese New Year charter, scheduled during Golden Week, illustrates the destination’s ability to seize the opportunities offered by the upturn in the Chinese market.

An encouraging outlook

by 2026

The recovery of the Chinese market is opening up promising prospects for The Islands of Tahiti. The gradual improvement in air connectivity, notably with the return in 2027 of a non-stop Tokyo-Papeete service, will further enhance the destination’s accessibility from Asia.

This dynamic Chinese market represents a real opportunity for The Islands of Tahiti. Operations such as this charter, already scheduled for 2026, combined with the prospect of a year-round Tokyo-Papeete route from 2027, will strengthen our capacity to welcome more Asian travellers. This increase is fully in line with our desire to diversify our outbound markets.

Vaihere LISSANT, Managing Director of Tahiti Tourisme

The Chinese market, and more broadly the Asian markets, are of crucial importance to our growth strategy on the Tokyo route. Tahiti Tourisme is an invaluable ally in our joint promotional efforts in these markets. This exceptional flight is proof of the effectiveness of our work and a strong sign of confidence in the future of our service.

Vaitea KOHLER, Executive Vice President Sales, Marketing and Alliances, Air Tahiti Nui

In fact, this Chinese New Year charter operation is not the only remarkable action planned for the year: two other Chinese group trips are already scheduled for 2026.

This trend confirms the growing interest of this clientele in the destination and testifies to the sustainable growth potential of the Asian market. The Islands of Tahiti can consolidate its position in Asia, and particularly in China, thanks to an adapted offering, improved connectivity and the collective efforts of the tourism industry.

The Islands of Tahiti to welcome first charter in 2026

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