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Bora Bora is one of the world's most recognisable luxury-tourism brands — about 10,000 permanent residents running a five-star luxury-resort economy of overwater bungalows, private motu villas, honeymoon and celebrity destinations. Peak seasons overlap Northern-hemisphere summer and December-January holidays. Visitors are almost entirely international, high-spending (a typical stay is USD $8,000-30,000+ per couple), and researching six-plus months ahead — often through luxury-travel agents, but increasingly direct through Instagram and Google.

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