ParauParau Tahiti 2026, hosted by Tahiti Tourisme, took place Feb. 19-20, connecting nearly 50 buyers from the United States, Canada, Mexico, Australia and New Zealand with more than 70 local partners, including airlines, hotels, tour operators and transportation providers.
A new format for ParauParau Tahiti focuses the event on two regions at a time: Buyers from North America and the Pacific attended this year; European and Asian buyers will attend next year. Going forward, attendees will alternate each year, allowing Tahiti Tourisme to invite local partners that best align with travelers from each market.
"ParauParau is feelings, connections, collaborations; two days that matter for the future of our destination for our proximity source markets," said Vaihere Lissant, CEO of Tahiti Tourisme. "North America and the Pacific represent about 50% of our tourist arrivals. And that shows how important this event is for us, and how important it is to have you all here."
ParauParau Tahiti 2026 connected nearly 50 buyers from the United States, Canada, Mexico, Australia and New Zealand with more than 70 local partners.
Credit: 2026 Samantha Davis-Friedman
The two-day conference, primarily designed to strengthen relationships between international travel sellers and Tahiti's tourism industry, also emphasized initiatives that support the long-term success of the destination; however, that doesn't mean increasing traffic to the islands.
Lissant pointed to a 2025 satisfaction survey of more than 6,000 tourists, which showed that the destination's two biggest strengths are the beauty of its landscapes and the warmth of the Polynesian culture.
"These are our identity, our signature and, moreover, these are our competitive advantage," she said. "To preserve them, it's very important that we stay firmly committed to sustainable and more responsible tourism."
Quality Over Quantity
The day I arrived in Tahiti, I heard a fascinating fact: Tahiti gets the same number of visitors in an entire year that Hawaii gets in just one week — and I admit, I had trouble wrapping my head around that. But after spending time in French Polynesia, I understand how important limiting visitation is for maintaining an authentic experience.
"There's a Tahiti for everyone, but it will never be a destination where we cater to the masses," said Caroline Borawski, vice president for the Americas at Air Tahiti Nui, Tahiti's flagship long-haul carrier.
Noting that a flight from Los Angeles to Papeete is only two hours longer than a flight from Los Angeles to Honolulu, she added, "We're two drinks, a movie and a world past Hawaii."
Given this mindset, the destination is not interested in increasing its number of visitors; instead, it's looking to increase the length of stay and spend per traveler. This includes "rebranding" the island of Tahiti (the location of the destination's international airport) as more than a one-night stopover on the way to or from another island.
Tahiti Tourisme wants visitors to think of the island of Tahiti as more than a one-night stopover.
Credit: 2026 Samantha Davis-Friedman"People try to skip over Tahiti, but there's so much see, do and experience right here," Borawski said. "You don't have to overcomplicate things. You can land and immediately explore and visit so many different things — and a day trip from Papeete to Moorea [by ferry] is as easy as it could possibly be."
Connectivity
Similar to the destination itself, Air Tahiti Nui is not seeking to increase the number of planes or U.S. gateways it serves, but is instead aiming to create a more exclusive and seamless travel experience.
"We're very boutique in the sense that we only have four aircraft, all Boeing Dreamliners," Borawski explained. "When you come [to Tahiti], it's very easy to feel like you're part of a community. You're part of a family — and that experience begins when you board the plane in Los Angeles. Oftentimes, people say, 'I expected you to have more planes,' but the beauty is that we are so boutique."
Air Tahiti Nui’s fleet is comprised of four Boeing Dreamliners.
Credit: 2026 Air Tahiti NuiWith only one U.S. gateway in Los Angeles, the airline relies on its partnerships with American Airlines and, as of 2022, Alaska Airlines (which acquired Hawaiian Airlines last year) to seamlessly transport passengers to French Polynesia from all over the U.S. — and as long as a client's itinerary is booked on one reservation, they can check their bags through to their final destination.
"We want you to feel like you're on vacation," Borawski said. "We don't want there to be any kind of interruptions or complexities, so we're trying to make it as seamless as possible."
Beginning June 2, a new codeshare arrangement with Air Tahiti allows passengers to book international and onward island travel on a single ticket. In its initial phase, the codeshare will cover flights from Papeete to Bora Bora, with additional routes expected to be added at a later date.
Sustainability
According to Erwin Eperania, slow tourism referent for Tahiti Tourisme, the destination's tourism strategy is focused on sustainability and inclusivity, as well as showcasing the experiences travelers want — in other words, "responsible tours that are mindful and authentic," he said.
"[Local providers] need to make their own definition of sustainable tourism," Eperania said. "But they quickly realize they're already doing things that align with sustainability, like a grandmother who owns a guest house and makes her own jam instead of importing jam from France. That's sustainable, authentic — and better."
In 2025, the destination made a historic decision to create a marine protected area of nearly 2 million square miles.
Credit: 2026 Samantha Davis-Friedman
At the end of 2022, the Islands of Tahiti adopted the Fariiraa Manihini 2027 (FM27), a strategic roadmap aimed at developing a balanced, sustainable tourism model. At the beginning of 2025, the Sustainable Tourism Plan 2030 was officially launched as a collaborative partnership between public and private interests.
During the United Nations Ocean Conference in June 2025, the destination made the historic decision to reinforce its long-term commitment to sustainability by announcing the creation of a marine protected area of nearly 2 million square miles.
"It's a world first," Lissant said. "There is no other territory that took that decision to cover all its waters by official protection while preserving local uses. So, preserving our lands, our culture, our landscapes and the warm welcome of our population is key for our future."
Tools and Training
The Tahiti Specialist Program, created by Tahiti Tourisme, offers an online training course about the destination's 118 islands. Once advisors complete the training, they become a Tahiti Specialist.
In 2025, Air Tahiti Nui launched Nui Hub, a new advisor portal offering marketing resources; agent offers, incentives and events; and e-learning modules. When advisors complete both modules, they become a Tiara Specialist.
If advisors sign up for Nui Hub by March 31, they will be entered into a sweepstakes for a chance to win a ticket to Tahiti. A booking incentive program allows advisors to accrue points that can be redeemed for travel with their friends and family.
