Treasures of the South Pacific Will Rebrand as Treasures of the Pacific

More than 820 travel agents have registered interest in attending Treasures of the South Pacific's trade events across Australia in 2026 — a number the organisation announced alongside a rebrand that will rename it Treasures of the Pacific.

The name change widens the body's remit from the South Pacific to include tourism partners from the North Pacific as well. ToSP coordinator Richard Skewes said the transition will roll out over the coming months and reflects the organisation's "expanding reach".

For sellers of Pacific travel, that means a broader pool of destinations to merchandise into the Australian and New Zealand markets, which remain the organisation's core focus.

Why the name is changing

The rebrand was announced at an invitation-only appreciation event at Café del Mar, Cockle Bay, in Sydney on Wednesday 11 November. More than 60 trade representatives attended, including airlines, online travel agencies (OTAs), wholesalers and travel media.

Skewes framed the new identity as a better match for what the organisation already represents. "The Pacific is an incredibly diverse region, and our new identity will better reflect the breadth of destinations and experiences represented within our organisation," he said.

The commitment underneath the logo, he stressed, stays the same: "While our name is changing, our commitment remains exactly the same: bringing the Pacific travel industry together, building strong trade relationships and helping our destinations grow their presence in the Australian and New Zealand markets."

What the event was actually about

The Sydney gathering served as a thank-you from ToSP's 11 member nations to the trade partners who promote and sell South Pacific holidays to Australians. It's a distribution play as much as a courtesy — those partners are the channel that keeps the destinations selling.

"This event was all about saying thank you," Skewes said. "Our airline partners, wholesalers, OTAs and travel media play an enormous role in keeping our destinations front of mind with Australian travellers."

Sponsors recognised at the event included the Pacific Tourism Organisation (SPTO), Pacific Trade Invest (PTI) and major sponsor Fiji Airways — the carrier with the most direct commercial stake in Australian demand for the region.

What comes next

After the 2026 roadshow cycle, the organisation will return to the road in 2027. The 820 agent registrations for 2026 suggest the trade-events format is pulling sustained interest from the retail side of the Australian market.

Skewes pointed to further plans beyond the rebrand. "We have some exciting plans for 2027, so watch this space," he said — a pitch, not yet a measured result, and one sellers will want priced out when the details land.