Executive Summary

This report provides an analysis of the International Visitor Survey (IVS) data from July to December 2023 to understand the visitor experience and gain insights into the Vanuatu tourism industry.

Key findings include:

1. Visitor Profile: The majority of visitors were from Australia (59%), New Zeland (20%), and New Caledonia (2%). The average age group was 50-59 years old, and the average household income was VUV 10,370,819.
2. Visitor Characteristics & Preferences: The top three purposes of visit were holiday (72%), business (8%), and visiting friends and relatives (7%). The average length of stay was 9 nights, and the most visited islands were Efate (Port Villa)(73%) and Espiritu Santo (19%).
3. Information & Decision Making: Friends and family were the most influential source of information about Vanuatu. The most influential factors in choosing Vanuatu as a destination included experience of a different culture, quiet and relaxing atmosphere, and range of natural attractions.
4. Visitor Spending and Impact: The average prepaid expenditure was VUV 18,227 per person per day, of which an estimated 62.5% (VUV 11,392 per person per day) is returned to the local economy. Average in-country expenditure was VUV 11,930 per person per day. When combined, this results in a total estimated economic impact of VUV 23,322 per person per day.
5. Visitor Satisfaction: Visitors were generally satisfied with their overall experience of Vanuatu, with the highest satisfaction ratings for variety of things to do in Vanuatu, general quality of service, local handicrafts/artwork and ease of undertaking tours and activities.

The report also highlights areas for improvement, including Air Vanuatu service, public services and infrastructure, and environmental cleanliness. Despite these areas for improvement, the majority of visitors expressed a willingness to return to Vanuatu and recommend it to others.