The general manager for Cook Islands Tourism in New Zealand says market research shows understanding of the Cooks is very low.
Graeme West says some people are not making the connection between the Cook Islands and Rarotonga, with some thinking Rarotonga was part of Tonga.
The market research has also found short-haul travel is increasingly competing with longer-haul, so the Cooks is now competing with destinations like Thailand.
Mr West says the Cooks cannot compete with airline prices to other Pacific destinations, as a recent Air New Zealand sale showed - flights to Rarotonga were more expensive than those to Samoa, Tonga and Fiji.
