Filmmaker & Environmental Advocate, Karin Williams and CEO of Tourism, Karla Eggelton unveiling the 73rd Edition of the Cook Islands Sun.
For more than three decades, the Cook Islands Sun has been a trusted companion in the hands of visitors exploring our shores. This week, that legacy entered an exciting new chapter as new owners and publishers Amy Kainuku and Claire Wilson (of Kia Orana Collective) officially launched the 73rd Edition of the iconic visitor publication.
Celebrated at an intimate evening gathering at Beachcomber in Avarua on Tuesday, November 10, the launch brought together government leaders, tourism partners, local artisans, and founding advertisers to toast the magazine’s refreshed look and future vision.
Among the distinguished guests in attendance were Hon. Sonny Williams Member of Parliament for Titikaveka, Justice of the Peace Gina Williams, alongside Cook Islands Tourism CEO Karla Eggelton and filmmaker Karin Williams, who both addressed the gathering.
Honouring 34 Years of Island Storytelling
Established in 1992, the Cook Islands Sun has run continuously for 34 years, with Kainuku and Wilson stepping in as only the fourth custodians of the publication—taking over the reins from long-time publisher Alastair Blount.
Over the years, the Sun has led the way in Cook Islands visitor media, pioneering the country’s earliest dedicated accommodation and dining guides while evolving through formats from broadsheet tabloid to its current compact, travel-friendly size.
For Kainuku and Wilson, taking on the Sun is a natural convergence of lifelong careers in media, publishing, and destination marketing. Kainuku brings deep commercial publishing experience—having started her career as an advertising cadet at the New Zealand Herald before rising to Account Manager—while Wilson brings a background in Media and Communications alongside four years in Destination Marketing and Development with Cook Islands Tourism.
"While the Sun has always played a vital role in promoting our destination to the world, for us, its true power lies in sharing authentic Cook Islands stories," says Wilson. "Tourism isn't just about places to visit; it’s about the people who give our islands their soul—our artisans, fishermen, environmental guardians, dancers, and local entrepreneurs."
What’s New in Edition #73?
Taking the helm just months before going to press, the new publishers introduced a sleek, modern aesthetic and several major updates designed to better serve both visitors and local businesses:
The Ultimate Labelled Directory: Rather than fragmenting information across multiple separate booklets, Edition #73 consolidates accommodation, dining, tours, and services into one comprehensive, clearly labeled directory—streamlining the visitor experience while reducing paper waste and landfill.
Expanded Pa Enua Mapping: Alongside Rarotonga and Aitutaki, the 73rd edition introduces newly added, detailed maps for Mauke and Mitiaro, with plans underway to collaborate closely with Island Councils over the coming year to expand mapping and storytelling across all of the outer islands.
Bridging Print and Digital: Integrated QR codes and enhanced digital touchpoints on enjoycookislands.com now connect readers directly to online guides, and local operators before, during, and after their trip.
Transparent, Targeted Distribution: Committed to a strict "no dump and run" philosophy, the Sun focuses on careful, high-visibility placement across key arrival hubs, resorts, and visitor touchpoints—with readership projected to double over the next two years.
A Community Effort
Guests at Tuesday’s launch—which featured live acoustic ukulele, historical framed covers dating back to the 1990s, and custom woven launch baskets filled with the new guide and island maps—were also invited to share story ideas and feedback to help shape future editions.
Kainuku and Wilson paid special tribute to the early advertisers, interviewees, and creative contributors—including photographers and visual creatives Alex King, Jaiah Arai and Alisha Street—who backed the 73rd edition from day one.
Pick up your copy of the 73rd Edition of the Cook Islands Sun at arrival lounges, resorts, and visitor hubs across Rarotonga and the Pa Enua, or explore the digital edition right here.
Amy Kainuku, Karin Williams, Karla Eggelton, and Claire Wilson
Hon Sonny Williams MP Titikaveka officially blessing the Cook Islands Sun
Mama Ka and Mama Mii in beautiful head eis from Mangaia
Karin Williams & Karla Eggelton unveiling the 73rd Edition of the CI Sun
Guests enjoyed an evening of traditional Cook Islands Ukulele
Amy Kainuku and Claire Wilson the new proud owners of the Cook Islands Sun
Contributing photographer Alex King with her daughter Zulay.
Claire Wilson & Amy Kainuku sharing their vision for the future of the Cook Islands Sun
The Cook Islands Sun 73rd Edition revealed
Cook Islands Tourism - major partner of the Cook Islands Sun: Arihia Hoani Waaka, Marthalina Opuariki, Amy Kainuku CEO Karla Eggelton, Claire Wilson and Noeline Mateariki
