The organiser of next month's tourism expo in the Cook Islands is describing it as the pivotal trade show for the country as a key destination.
The Cook Islands Tourism Corporation, says participation in the 10-day show on Rarotonga has quadrupled since last year's inaugural show.
The director of sales and marketing says 59 representatives from Australia, New Zealand and nine northern hemisphere countries are attending Kia Orana Cook Islands.
Karla Eggleton says the benefits of hosting the event outweigh the expense.
"In years past we've received generous support from other Pacific Island nations and we have been included in their travel exchanges. This is a real key opportunity for the Cook Islands to stand on its own two feet and say, we're a destination that is moving forward and that we can hold an event such as this."
Karla Eggleton says the tourism corporation is hoping its new European representatives will turn around the challenging northern hemisphere market.