Vanuatu tourism shows resilience and optimism in 2024 amid challenges

The Vanuatu tourism sector is demonstrating resilience and optimism for the future, according to the latest findings from the International Visitor Survey (IVS) Report for January-June 2024, released by the Pacific Tourism Organisation (SPTO) in collaboration with the Vanuatu Tourism Office (VTO).

The report, which provides valuable insights into visitor demographics, behaviours and satisfaction levels, highlights the ongoing efforts to boost tourism and ensure sustainable growth for Vanuatu and the broader Pacific region.

Part of the SPTO’s Pacific Tourism Data Initiative (PTDI), the survey gathered responses from 1,036 international visitors, representing 8.5% of total visitors.

The findings reveal that 56% of respondents were first-time visitors, with an average household income of USD 104,632.

The most common reasons for visiting were to enjoy Vanuatu’s relaxing atmosphere, island lifestyle, and range of activities, with holidays being the primary motive for travel, followed by business trips and visits to family and friends.

Key insights from the report show that 91% of respondents would recommend Vanuatu to others, and 73% expressed a strong willingness to return.

The average prepaid spend per visitor was USD 3,546, with an estimated 62.5% of this amount contributing directly to the local economy.

In-country spending averaged USD 709 per trip, with visitors staying an average of 9 nights, resulting in an estimated economic impact of USD 68 million.

Visitors lauded the warmth and friendliness of the Ni-Vanuatu people but also identified areas for improvement, particularly in public services, infrastructure, and transport.

These findings offer actionable insights to help improve the visitor experience and drive sustainable tourism development in Vanuatu.

Resilience in the Face of Challenges

While Vanuatu’s tourism industry faced significant setbacks in May 2024 with the voluntary liquidation of Air Vanuatu, disrupting air travel and affecting tourist arrivals, the sector is showing signs of recovery.

The increased frequency of flights by Virgin Australia and Fiji Airways has provided more reliable travel options, stabilizing the flow of visitors.

Additionally, events like the Melanesian Arts Festival, which continued to attract tourists in 2024, have reinforced Vanuatu’s reputation as a cultural tourism destination.

Vanuatu Tourism CEO Adela Issachar-Aru emphasized the importance of strategic planning for the future. “Despite the challenges we have faced, we remain cautiously optimistic about the tourism sector’s future.

Strengthening infrastructure, improving air connectivity, investing in workforce development, and restoring market confidence through enhanced destination branding will be key to sustainable growth,” said Issachar-Aru. She highlighted the alignment of these efforts with the Vanuatu Sustainable Tourism Strategy (2021-2025) as central to the sector’s long-term success.

The Role of Data in Shaping the Future of Tourism

The report also underscores the significance of the Pacific Tourism Data Initiative (PTDI) in providing actionable insights that help shape tourism strategies for Vanuatu and other Pacific Island nations. SPTO CEO Christopher Cocker highlighted the importance of the initiative in understanding tourism trends and supporting evidence-based decision-making across the region.

The PTDI is a central part of SPTO’s Phase 2 Pacific Digital Tourism Transformation project, funded by the New Zealand Government.

The initiative produces key annual reports, including the IVS, Business Confidence Index (BCI), and Community Attitude Survey (CAS), which are designed to provide data-driven insights to guide the future development of tourism in the Pacific.

These reports cover ten Pacific Island nations, including Vanuatu, Samoa, Papua New Guinea, and the Cook Islands.

With the support of these critical data tools, the tourism sector in Vanuatu is poised for a promising future, fueled by resilience, strategic investment, and sustainable growth.

Credit: Vanuatu Tourism Office / David Kirkland