Cook Islands: News and Jobs Guide

Introduction to the Cook Islands Context

The Cook Islands presents a unique and dynamic environment for both news media and employment opportunities, characterized by its small population, remote geography, and evolving economic landscape. As a self-governing nation in free association with New Zealand, its socio-economic fabric is influenced by this special relationship, its growing international partnerships, and its internal drive for sustainable development. Understanding the news and jobs landscape here requires an appreciation of these complex interplays. The news cycle is often dominated by political developments, environmental issues, and the all-important tourism sector, while the job market is shaped by a constant tension between retaining local talent and addressing skill gaps. This report provides a comprehensive analysis of the current state and future prospects of news media and employment in the Cook Islands, offering valuable insights for job seekers, policymakers, and businesses alike. It synthesizes information from recent events, government initiatives, and economic data to paint a detailed picture of the opportunities and challenges facing the country.

Current Trends in News and Employment

Recent political developments have significantly shaped the news agenda. Early 2025 saw a notable diplomatic episode where the Cook Islands government, under Prime Minister Mark Brown, pursued a comprehensive strategic partnership with China without prior consultation with New Zealand, its traditional partner . This move, which included a seabed mining agreement, was met with opposition from New Zealand and domestic protests, highlighting ongoing debates about national sovereignty and foreign policy direction . These events have been a major focus for news outlets, reflecting the broader geopolitical currents affecting the nation. In parallel, the news media continues to cover the robust tourism industry, which remains the cornerstone of the economy. Recent visitor surveys show a steady recovery and growth, with the majority of tourists originating from New Zealand and Australia, and high satisfaction rates leading to strong recommendations and intentions to return .

Workforce development is a key government priority.

A significant trend is the concerted effort to create a structured national workforce strategy. The development of a National Workforce Development Plan, a joint initiative of the Office of the Public Service Commissioner and the Ministry of Education with Asian Development Bank support, aims to take a cross-sectoral view to plan for the next decade . This initiative underscores a recognition of chronic challenges in recruitment and retention across both public and private sectors. The plan seeks to foster stronger collaboration between government and business, with a focus on creating smarter strategies to keep and attract people, as the Cook Islands cannot compete with overseas wages on a financial basis alone . This represents a strategic and holistic approach to tackling the country's human resource challenges.

The education sector is undergoing a cultural renaissance.

Another defining trend is the re-imagination of the education system to better reflect and sustain Cook Islands heritage. The Umeia Te Maro Kura Symposium held in May 2025 was a landmark event focused on reshaping heritage and education . Its goals include establishing heritage-based and immersion schools, integrating indigenous knowledge into the curriculum, and creating a dual-stream system that delivers both cultural and academic excellence . This movement is not just about education policy; it is about national identity and ensuring that future generations possess the language and cultural grounding to lead the country forward. This trend is directly linked to workforce development, as it aims to create a skilled population that is deeply connected to its home and therefore more likely to build their careers within the Cook Islands.

Industry Analysis and Economic Sectors

The tourism sector is the dominant engine of the economy. International Visitor Surveys from 2024 through mid-2025 consistently show that the Cook Islands is a highly desirable destination, with over 90% of visitors expressing an intention to return and recommend the country to others . The typical visitor is from New Zealand or Australia, travels with a partner or family, and seeks a safe, relaxing holiday focused on natural beauty and cultural experiences like lagoon cruises and island night feasts . The economic impact is substantial, with average local spending per person per day ranging from NZD 1,447 to NZD 1,592 in the first half of 2025, supporting a wide range of local businesses from accommodations to activities . This sector provides the bulk of employment in services, hospitality, and retail, making its health critical to the overall job market.

The public sector remains a major employer and policy driver.

Government ministries and agencies are central to the nation's administration and development planning. Recent initiatives led by entities like the Ministry of Foreign Affairs and Immigration and the Business Trade and Investment Board highlight a focus on strategic economic planning. The launch of the Cook Islands Trade Policy Framework 2025-2030 in October 2025 aims to strengthen trade as a key driver of sustainable development and economic resilience . This framework focuses on priority areas such as economic diversification, enhancing food security, and exploring export opportunities in niche markets . The public sector not only provides jobs directly but also creates the conditions for private sector growth through such policies and regulations.

Emerging industries are gaining strategic attention.

While tourism is preeminent, there is a clear governmental push to explore and develop other sectors to build a more diversified and resilient economy. The Trade Policy Framework explicitly mentions economic diversification as a goal . Furthermore, the news of a seabed mining agreement with China signed in February 2025 points to the exploration of resource extraction as a potential future industry, despite the environmental concerns and diplomatic friction it may cause . This indicates that the government is actively seeking new economic frontiers, which could, in the longer term, create new streams of employment and reduce the economy's reliance on tourism. The success of these ventures, however, depends on careful management and international cooperation.

Key Cities and Regional Employment Hubs

Rarotonga serves as the undisputed economic and administrative center. As the most populous island and home to the national capital, Avarua, Rarotonga is the hub for government, finance, and commerce. The National Auditorium in Rarotonga is a frequent venue for major national events, from the Careers Expo to the education symposium and constitutional celebrations, underscoring its central role in the nation's civic and professional life . The majority of tourism infrastructure is concentrated here, with most visitors staying on the island and using it as a base for exploring the Cook Islands . Consequently, the vast majority of job opportunities, across both the public and private sectors, are located in Rarotonga. This centralization drives internal migration from the outer islands and shapes the national workforce dynamic.

Aitutaki is a significant secondary tourism destination.

Known for its stunning lagoon, Aitutaki is the only other island that regularly features in tourist itineraries, with around 27% of visitors including it in their travels . This creates a distinct, though smaller, employment hub focused on hospitality. Resorts, tour operators, and related services provide the primary source of employment for the local population. The economic activity in Aitutaki is almost entirely tied to tourism, making it vulnerable to fluctuations in visitor numbers but also a critical contributor to the national tourism product. The development and retention of a skilled workforce in Aitutaki are therefore vital for maintaining the quality of the visitor experience and, by extension, the country's tourism brand.

The Pa Enua face distinct workforce development challenges.

The term "Pa Enua" refers to all the islands outside of Rarotonga. These islands have much smaller populations and limited economic bases, often centered on subsistence agriculture and fishing, with limited tourism infrastructure. A key focus of both the education and trade policies is addressing the disparity in opportunities between Rarotonga and the Pa Enua. The Trade Policy Framework 2025-2030 specifically highlights trade between the Pa Enua and Rarotonga as a priority area for development . Similarly, the Umeia Te Maro Kura Symposium identified educational equity across the Pa Enua as a central pillar for its master plan . Creating sustainable economic opportunities and retaining skilled workers in the outer islands remains one of the most persistent challenges for the Cook Islands government.

Workforce Dynamics and Required Skills

Recruitment and retention are the primary workforce challenges. According to the Office of the Public Service Commissioner, recruitment and retention difficulties are a growing concern across all ministries and private sector industries . This is driven by a combination of factors, including the small local labor pool, competition with higher wages overseas, particularly in New Zealand and Australia, and a mismatch between the skills possessed by the workforce and the needs of employers. The National Workforce Development Plan is a direct response to this systemic issue, aiming to develop actionable strategies to keep and attract people . The problem is cyclical, as the perception of limited opportunities drives skilled workers to seek employment abroad, which in turn constrains the growth and development of local businesses and services.

Collaboration between public and private sectors is essential.

A recurring theme in workforce development is the need for a united approach. The initiative for the National Workforce Development Plan emerged from the recognition that both the public and private sectors face identical recruitment issues and often lose people to each other or to overseas opportunities . The strong turnout of private-sector representatives at the plan's validation workshop indicates a shared commitment to finding solutions . This collaborative mindset is considered a major strength, with government representatives showing openness to adapting private-sector human resource practices to the unique Cook Islands context . This synergy is crucial for creating a cohesive and effective national strategy.

Cultural connection is a powerful tool for retention.

Beyond financial incentives, there is a growing understanding that fostering a strong sense of cultural identity and purpose is key to retaining talent. The Cook Islands Tourism booth at the 2025 Careers Expo was designed not just to inform, but to make students feel that they belong in the industry and can build a meaningful future at home . The broader education reform movement, with its focus on heritage-based learning, aims to strengthen the cultural foundation of young people, making them more likely to want to contribute to their own communities . As one consultant on the workforce plan noted, engagement is critical; the goal is to have people who want to come to work, not just those who have to . Building a workforce that is both skilled and deeply connected to the Cook Islands is therefore a central pillar of the national strategy.

Salary and Compensation Landscape

Formal salary data is limited and often inferred. The search results do not provide a detailed breakdown of salary ranges for specific occupations in the Cook Islands. This lack of readily available, centralized salary data is itself a characteristic of the job market. However, the Household Income and Expenditure Survey (HIES) that began in October 2025 is designed to collect detailed information on household financial situations, including wages, salaries, business earnings, remittances, and pensions . Once completed and published, the results of this survey will provide a crucial evidence base for understanding income levels and spending patterns, which will inform everything from national policy to individual career negotiations. For now, compensation discussions are often handled on a case-by-case basis between employers and employees.

Non-wage factors are increasingly important in compensation.

A clear theme from the workforce development initiatives is that the Cook Islands cannot compete with overseas wages in pure monetary terms . Therefore, the compensation package is being redefined to include factors beyond salary. These include the intangible benefits of living in a close-knit community with a high quality of life, a clean environment, and a strong cultural fabric. From an employer's perspective, creating an enabling environment, providing recognition, and ensuring strong leadership are seen as vital components of retaining staff . The emphasis is on the overall value proposition of building a life and career in the Cook Islands, rather than on a simple salary comparison.

Tourism sector spending provides indirect income indicators.

While not direct salary data, the International Visitor Surveys offer insights into the economic activity that supports incomes. For instance, the average local spend per person per day was NZD 1,592 in the April-June 2025 quarter . This spending, directed towards accommodation, dining, vehicle rentals, and shopping, flows through to business revenues and, ultimately, to the wages of those employed in the sector. The high satisfaction of visitors, who appreciate the friendly locals and beautiful scenery, suggests that the tourism product is strong, which is a positive indicator for the industry's continued ability to sustain employment and generate income for a large portion of the population .

Emerging Technologies and Digital Transformation

Artificial intelligence is viewed as a supportive tool. In the context of the Cook Islands, the adoption of emerging technologies like AI is being approached with a pragmatic and human-centric perspective. During the development of the National Workforce Plan, consultants described AI as a valuable add-on rather than a replacement for human workers . It is seen as having applications in automating administrative tasks, such as managing contracts, but it is not considered capable of replacing human judgment in complex situations like difficult conversations or relationship management . This suggests a transition phase where AI will handle routine processes, freeing up human capital for more strategic, creative, and interpersonal roles, which are particularly important in a service-based economy like the Cook Islands.

Digital tools are enabling cultural preservation.

The education symposium featured a keynote speaker who is a Māori innovator demonstrating how digital tools and AI can be used to bring ancestral knowledge into future learning . This represents a fascinating and critical application of technology in the Cook Islands context: using it not just for economic efficiency, but for cultural strengthening. In a nation focused on reviving its language and heritage, technology can play a vital role in creating engaging educational content, preserving the knowledge of elders, and connecting with the diaspora. This dual use of technology—for both modern economic activity and deep cultural preservation—is a unique characteristic of the digital transformation underway in the Cook Islands.

Implementation remains a greater challenge than policy.

A key insight from the workforce plan consultants was that while policies and tools may exist on paper, the actual implementation is often a gap . This likely extends to technology adoption. Having a strategy for digital transformation is one thing; having the infrastructure, funding, and technical skills to execute it is another. The Cook Islands, with its remote location and small economy, faces inherent challenges in keeping pace with global technological change. Therefore, the focus is on adapting and carefully integrating technology in a way that is appropriate and sustainable for the local context, rather than on being an early adopter. The "human touch" is repeatedly emphasized as the irreducible core of both service and management .

Challenges in the News and Job Markets

Geopolitical navigation poses a significant challenge. The diplomatic rift with New Zealand in early 2025, stemming from the Cook Islands' partnership agreement with China, illustrates a major challenge for the nation: balancing its historic and constitutional ties with New Zealand against its sovereign right to pursue new international relationships . This has direct and indirect impacts on the job market. The immediate suspension of NZ$20 million in New Zealand sector support funding is a tangible economic consequence that could affect public sector projects and employment . More broadly, such diplomatic tensions create an environment of uncertainty that can influence investor confidence and economic stability, which are foundational for job creation.

Workforce retention is an existential economic threat.

The difficulty in retaining a skilled workforce is repeatedly identified as a critical challenge that threatens multiple sectors of the economy . The problem is two-fold: a "brain drain" of local talent to opportunities overseas, and competition for skilled workers between the public and private sectors within the country. This leads to chronic staffing shortages, increased operational costs for businesses, and can hinder the quality and expansion of services, including in critical areas like health and education. The National Workforce Development Plan is a direct acknowledgment that this challenge requires a coordinated, national-level response, as individual employers cannot solve it alone.

Infrastructure and service reliability need improvement.

Feedback from international visitors, who are crucial to the economy, consistently highlights areas for improvement that point to underlying infrastructure and service challenges. Across multiple quarterly surveys, visitors have called for more reliable public services and transport, upgraded infrastructure, and a wider range of activities . Addressing these issues is not just about enhancing the tourist experience; it is about improving the overall quality of life for residents and creating a more efficient business environment. Investments in infrastructure are necessary to support a growing and diverse economy and to make the Cook Islands an attractive place for both locals and foreigners to live and work.

Government Policies and Strategic Initiatives

The National Workforce Development Plan is a cornerstone policy. This decade-long plan, being developed by the Office of the Public Service Commissioner and the Ministry of Education with Asian Development Bank support, represents the most comprehensive effort to date to address systemic workforce issues . Its goals are to establish clear goals and actions for developing the national workforce, with a focus on collaboration between public and private sectors, re-evaluating education and training offerings, and creating strategies to retain valuable skills within the country . The plan is explicitly designed to be holistic, covering the entire country and all sectors, rather than being a piecemeal approach.

The Trade Policy Framework guides economic diversification.

Launched in October 2025, the Cook Islands Trade Policy Framework 2025-2030 provides the strategic direction for the nation's trade agenda . It is a key policy instrument for moving beyond a purely tourism-dependent economy. Its priorities include economic diversification, enhancing trade between the Pa Enua and Rarotonga, improving food security, and exploring new export markets . To ensure implementation, the government will establish a National Trade Development Committee to guide coordinated action across government and the private sector. This framework is critical for creating the economic conditions that will generate future employment opportunities in new and existing industries.

Educational reform is focused on cultural and academic excellence.

The Ministry of Education's Master Plan 2024-2034, and the Umeia Te Maro Kura Symposium that supported it, outline a transformative vision for education . This is not merely an education policy but a profound social and economic policy. By aiming to establish heritage-based and immersion schools and integrate indigenous knowledge into the curriculum, the government is making a long-term investment in national identity . This is directly linked to workforce goals, as a education system that values and reinforces Cook Islands culture is seen as essential for developing a generation that is both highly skilled and deeply committed to building their future at home.

Career Advice and Job Search Strategies

Engage directly with industry at expos and events. The annual Careers Expo is a prime opportunity for students and job seekers to connect directly with a wide range of employers. The 2025 expo featured exhibitors from Climate Change Cook Islands and the Ministry of Marine Resources to Air Rarotonga and Pacific Resort, providing a comprehensive overview of potential career paths . These events are not just for information gathering; they are for making personal connections. Engaging with professionals in a relaxed setting can provide invaluable insights into different industries and lead to potential work experience or internship opportunities. Proactive participation in such events is a highly recommended strategy for anyone exploring their career options in the Cook Islands.

Leverage online platforms and build networks.

The official Cook Islands jobs website, Cook Islands Jobs, is promoted as the country's premier jobs portal and is a logical starting point for any job search . Given the small and interconnected nature of the community, traditional online applications should be supplemented with active networking. The advice from workforce consultants to "say hello, guide them, lead them" applies to job seekers as well . Building a strong professional reputation and personal relationships within the community can often be the most effective way to learn about new opportunities. In a tight-knit society, employers greatly value personal recommendations and known quantities.

Embrace a mindset of collaboration and adaptability.

The consistent message from both government and private sector leaders is the importance of collaboration and a willingness to adapt. Repeta Puna, CEO of the Business Trade & Investment Board, emphasized that advancing national goals cannot be done in isolation and requires public and private sectors to come together . For an individual job seeker or employee, this translates into being a team player, being open to learning new skills, and being willing to work across traditional boundaries. The most valued employees will be those who not only have technical skills but also embody the "incredible mindset" of openness and adaptability that consultants observed in the local workforce .

Education and Training Pathways

The education system is being fundamentally reimagined. The ongoing reform under the Education Master Plan 2024-2034 is the most significant development in the education sector. The Umeia Te Maro Kura Symposium laid the groundwork for a system that "uplifts our reo, revives our culture, and prepares our learners for success in both local and global worlds" . This means that future education and training pathways will increasingly be dual-stream, offering both rigorous academic curricula and deep, culturally grounded learning. The planned establishment of heritage-based and immersion schools will provide new options for students and create a pipeline of graduates who are fluent in both their traditional culture and modern professional disciplines.

Targeted workshops build specific sector capacity.

Beyond the formal education system, specific training initiatives are being deployed to address skill gaps. The Validation Workshop for the National Workforce Development Plan is an example of a targeted event designed to gather input and build consensus among stakeholders from various sectors . Similarly, the Careers Expo included interactive workshops and keynote speakers aimed at inspiring students and providing practical advice . These short-term, focused training and consultation events are essential for continuous learning and for ensuring that the workforce's skills remain aligned with the evolving needs of the economy. They offer opportunities for both students and current professionals to upgrade their skills.

The University of the South Pacific is a key regional partner.

The University of the South Pacific (USP) Cook Islands Campus in Rarotonga serves as a vital hub for tertiary education and professional development . It hosts important national events, such as the workforce plan workshop, and provides access to a wide range of academic and vocational programs. For many Cook Islanders, USP is the most accessible avenue for obtaining a university-level education without leaving the country. Strengthening the relationship between national initiatives, like the workforce plan, and tertiary institutions like USP, is crucial for creating seamless pathways from education to employment and for ensuring that the curricula offered are directly relevant to the Cook Islands' economic and social needs.

Future Outlook and Projections

Economic diversification will be a gradual but persistent trend. The combined effect of the Trade Policy Framework and the exploration of new industries like seabed mining suggests that the Cook Islands will slowly broaden its economic base beyond tourism . This does not mean tourism will become less important; rather, the economy will become more resilient as other sectors, such as specialized agriculture, fisheries, and potentially mineral resources, are developed. This diversification will create new and different types of jobs over the next decade, requiring forward-looking investment in relevant education and training today. The success of this diversification will be a key determinant of the country's long-term economic stability.

The workforce strategy will pivot to retention and attraction.

The National Workforce Development Plan signals a long-term, strategic shift in how the country manages its human resources. The future will see a more coordinated and data-driven approach to workforce planning, with policies informed by the ongoing Household Income and Expenditure Survey . The focus will be on "smarter strategies" rather than competing on salary, emphasizing quality of life, cultural connection, and meaningful career pathways to encourage Cook Islanders to stay and to attract skilled members of the diaspora to return . Measuring progress will require establishing a clear baseline now and tracking impact over time, which is a stated goal of the plan's architects .

Cultural empowerment will be central to national development.

The strong movement to embed Cook Islands language, culture, and values at the heart of the education system is more than a pedagogical shift; it is a long-term national project . The outlook is for a future where Cook Islands' cultural identity becomes a core component of its brand, both in tourism and in other sectors. A population that is confident in its cultural identity is also more likely to be innovative and entrepreneurial, finding new ways to express that identity through products, services, and arts that can be competitive in regional and global markets. This cultural strengthening is therefore not separate from economic development but is increasingly seen as its essential foundation.

Conclusion and Summary of Insights

The Cook Islands stands at a pivotal moment in its development, navigating a complex interplay of geopolitical interests, economic needs, and cultural aspirations. The news landscape is dominated by stories of this navigation, particularly the recalibration of its relationship with New Zealand and the forging of new partnerships, while the jobs market is defined by a critical struggle to retain and develop its human talent. The government's response, through ambitious plans for workforce development, trade expansion, and educational transformation, demonstrates a clear recognition of these challenges and a commitment to a sovereign path forward. The success of these initiatives will depend on sustained collaboration between the public and private sectors and the active engagement of all Cook Islanders.

The nation's future prosperity is inextricably linked to its ability to leverage its unique strengths.

Its stunning natural environment and rich culture are the bedrock of its tourism industry, but they are also the key to retaining its people. The strategic focus on making cultural identity the foundation of education and a core part of the value proposition for living and working in the Cook Islands is a profound and necessary strategy. By building an economy that authentically reflects who they are, the Cook Islands can create opportunities that are not only financially rewarding but also personally and culturally fulfilling. This is the ultimate key to reversing the brain drain and building a sustainable future.

For job seekers, businesses, and policymakers, the message is clear.

The era of isolated effort is over. The path forward requires a collective commitment to the national workforce plan, a supportive approach to the evolving education system, and an embrace of the opportunities presented by economic diversification. The Cook Islands may be small in population, but it possesses significant assets—from its tourism brand to its maritime resources to the resilience of its people. With thoughtful strategy, unwavering collaboration, and a deep connection to its heritage, the Cook Islands is poised to overcome its challenges and build a vibrant and self-reliant future for generations to come.

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