The Sevens in Heaven Cook Islands International Sevens tournament kicks off at Rarotonga's BCI stadium today.
The annual competition is in its 21st year and will bring together 25 mens and womens teams from across the Pacific including 16 from New Zealand and two from Australia.
The Cook Islands Tourism Corporation Director of Sales and Marketing, Karla Eggelton, says sport is a great way to blend healthy living with tourism.
"Because we are now seeing an increase in teams from overseas, it offers a benefit to the industry when these people come onboard. But more importantly, it shares the exposure in a key niche area where we can grow the business and promote sport and tourism in one package."
Karla Eggelton says the tournament is also an opportunity for Cook Islands to improve and develop the game of sevens in the country and to take on more experienced teams.
