[3] A binding referendum on whether the number of MPs should be reduced from 24 was held at the same time as the election.

[5] The Democratic Party government of Prime Minister Jim Marurai, which had governed since 2004, effectively collapsed in December 2009 after Finance Minister Terepai Maoate was sacked for his mishandling of a bid to buy the Toa fuel tank farm.

[10] However, several senior MPs, including former leader Terepai Maoate and former President John Tangi subsequently failed to win reselection and ran as independents.

[11][12] In the leadup to the election two sitting MPs announced their retirement: Piho Rua[13] and Speaker of the House Mapu Taia.

[17] The Cook Islands Party launched their campaign on October 8, promising an increased child benefit, a $1000 "baby bonus", water tanks for every household and to address the cost of living.

[23] A poll of 100 Rarotongans conducted by the Cook Islands Herald on 1 November found that 24% named Democratic Party leader Robert Wigmore as their preferred Prime Minister, 18% preferred Wilkie Rasmussen, 8% Prime Minister Jim Marurai, 5% Cook Islands Party leader Henry Puna, 2% CIP deputy Teina Bishop and 10% others, with 33% undecided.