Tahiti is preparing for its moment in the sun, when the eyes of the world will be on the French Polynesian paradise as it hosts the surfing competition for this summer’s Olympic Games. An overseas territory of France, the island seemed like a more natural setting for the competition than landlocked Paris.

But while surfing also originated in the islands, Tahiti Tourisme’s director general and CEO Jean-Marc Mocellin warns visitors that the surf they will see on TV is really suited only to the best surfers, not novices.

In other words, leave the surfboard at home, he laughs. There are some less-challenging beaches to hit the waves and a couple of surf schools, but he also adds that, despite its history, “Tahiti isn’t really a surf destination like Hawaii.”

But there are plenty of other things to do in the across the 118 islands of Tahiti – which is officially called French Polynesia, and geographically as large as Europe – Mocellin explained this week, while in Toronto to talk up the region, and to introduce the Zeno Group as the Agency of Record for Tahiti Tourisme in Canada.

“There is a big diversity (in the islands),” he told Travel Industry Today in Zeno’s Toronto office, noting that physically islands range from tiny sand-ringed atolls to dramatic high islands both with and without lagoons – all of them different, with the exception of collectively being considered tropical paradises.

The is also wide diversity of experience, he added, noting that Tahiti’s Polynesian culture is strong, and has been undergoing a renaissance for several decades.

Of course, there are the islands’ picture-perfect beaches – some with volcanic black sand – and a host of aquatic activities both above and below the water.

Mocellin says Tahiti had a record year for tourism in 2023, and mainly welcomes French and American visitors, noting, “That’s why we’re here (in Canada), we really need to diversify our markets.”

Last year, about 9,000 Canadians visited, staying on average 14 nights, prompting Mocellin to quip, “It’s not a destination you only come for the weekend.”

Top stops for Canadians are Tahiti, Moorea, and Bora Bora.

And while there are no direct flights from Canada, travellers from this country can connect through Seattle, San Francisco, and Los Angeles. Currently, Air Tahiti Nui has an offer in the market for flights from about $1,600 p.p. from Vancouver (via the US). Air France, American and Delta are other options for flights to the capital and main gateway, Papeete.

Once in the islands, Air Tahiti and Air Mona operate locally, and ferries and modestly sized resident cruise lines (like Paul Gauguin) also serve the islands. A unique experience to travel (in good, but not luxurious comfort) is via cargo boat, which provides a great way of meeting locals and cultural immersion. Mocillin says, “It’s the best experience you’ll ever have.”

Catamarans and yachts are other charter options, as is settling in a larger cruise line that travel through the islands on South Pacific itineraries.

Known for its high-end resorts – and as the home of the over-water bungalow – visitors can also stay in guest houses and private villas, the latter a growing sector. A new Westin is set to open in Bora Bora later in the year.

Tahiti is pricey, to be sure, but Mocillin notes that tipping is not requiring, which helps offset the cost.

Currently Canadians are being enticed to visit Tahiti via a promotional campaign entitled “Feel What We Feel,” which has already reached 1.3 million people in this country.

Sustainability

Mocillin is quick to point out that, for all the destination’s success, and the expected surge after its exposure in the Olympics this summer, Tahiti is taking a lead in sustainability, noting for example that Bora Bora limits daily passenger counts to 1,000.

Moreover, an action plan introduced in 2022, and based on Global Sustainable Tourism Council standards, will come into effect this year, initially until 2027. The program also includes local education, training, and visitor surveys.

To that end, here are a few resorts that are doing their part:

1. The Brando is an eco-luxury resort at the forefront of sustainable tourism, having implemented one of the first-ever seawater air conditioning systems globally. It was also the first hotel in the world to obtain LEED Platinum certification and continues to use innovative measures in energy conservation, water resource management and environmental preservation.
2. The InterContinental Tahiti Resort & Spa has a Fare Reserve, a protected area for marine wildlife. The reserve shelters a coral ecosystem, which recreates a natural underwater habitat for over 200 species. Additionally, the InterContinental Bora Bora Resort has a Deep Ocean Spa that is the first thalassotherapy spa built in the Pacific, using the benefits of water drawn from the depths of the ocean to administer its treatments.
3. The Bora Bora Pearl Resort and Taha’a Pearl Resort are both members of the Biorock coral reef protection program, which uses solar electricity to activate the recalcification process of damaged coral. The resorts have also helped establish coral nurseries to help protect diving conditions in The Islands of Tahiti.
4. The Maitai Polynesia hotel actively encourages the development of responsible tourism. Its hotels located on Huahine, Rangiroa and Tahiti were the first Tahitian hotels to enroll in EarthCheck, becoming awarded for its energy management selective waste sorting systems.
5. The Four Seasons Resort Bora Bora trains its staff on eco-responsibility, is largely powered by solar panels, and has prohibited the use of single-use plastic throughout the resort. The sea water onsite is also desalinated through an osmosis machine, which ensures the production of reusable water. Their partnership with WiseOceans ensures they are actively working for the conservation of marine environments.

Simply put, Mocillin says, “We take sustainability seriously!”

Travel advisors

Tahiti Tourisme’s travel trade specialist program (in English and French) keeps agents up to date on the latest happenings in the islands and best-selling practices via multi-level e-learning modules. Specialists also qualify for incentives and FAMs, plus client referrals and custom packages to sell via an online booking system.

For more information on Tahiti and on the specialist program, email specialist@tahititourisme.ca.

Tourisme Tahiti is also planning a travel trade road show for the week of Sept. 22 with calls in Toronto, Montreal and Vancouver.