278,786
Residents — 2022
What this means
The resident market is small and geographically fragmented. Any credible analysis must reason in genuinely addressable segments rather than total population.
French Polynesia
A distinctive territory
for distinctive brands.
281,227
Tourists — 2025
What this means
Annual visitors outnumber residents. Depending on the sector, this audience can significantly reshape the economic opportunity.
4.65M
Tourist overnight stays — 2025
What this means
Length of stay, location and visitor profile usually matter more than headline visitor volume.
XPF 252.6bn
Civil imports — 2024
What this means
The local economy remains highly dependent on international flows. Freight, duties, lead times, storage, safety stock and final pricing can reshape a business model entirely.
ISPF — latest official annual data available.
Market perspective
A fragmented territory with a concentrated economy
More than a hundred islands spread across an area the size of Europe, yet economic activity is largely concentrated around Tahiti and its urban area. Geographic dispersion weighs on logistics; the real accessibility of a market cannot be read on a map.
An economy dependent on external flows
Most consumer goods are imported. Freight costs, lead times and minimum volumes shape pricing, assortments and profitability — often more than demand itself.
Two audiences: residents and visitors
Depending on the sector, the market addresses a stable resident population or international visitors with high spending power but only a few days on the ground. These two audiences share neither the same expectations nor the same seasonality.
Conclusion
Numbers are only the starting point.
The real question is: is there a relevant market here for this brand?
ANCHA combines official data, sector research, fieldwork, local insight and modelling to answer it.
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