Kiribati International Visitor Survey 2024: Key Insights to Strengthen Tourism Strategies

The Tourism Authority of Kiribati (TAK), in collaboration with the Pacific Tourism Organisation (SPTO) and the Pacific Tourism Data Initiative (PTDI), has released the results of the International Visitor Survey (IVS) conducted from January to December 2024. The survey provides critical insights into the preferences and experiences of international visitors, helping to shape future tourism development strategies.

Kiribati is one of 10 Pacific Island nations participating in the PTDI, alongside the Cook Islands, Niue, Papua New Guinea, Samoa, Vanuatu, Tonga, Solomon Islands, Timor-Leste, and FSM-Yap. Funded by the New Zealand Government, PTDI continues to play a key role in strengthening regional tourism strategies through data-driven research, including the bi-annual IVS, the annual Business Confidence Index (BCI), and the annual Community Attitude Survey (CAS).

TAK Acting CEO, Reeti Onorio, praised the efforts of her team and PTDI in collecting and analyzing the data. “This 12-month report will help guide our marketing and product development teams in tailoring our services to better suit the needs of our visitors. We are thankful for the guidance and technical expertise provided by SPTO,” Ms Onorio said.

The IVS findings highlight key visitor trends, including preferred activities, satisfaction levels, and spending patterns. These insights will enable Kiribati’s tourism sector to make informed decisions that enhance visitor experiences and drive sustainable growth. The primary visitor markets remained strong, with Australia, Fiji, and New Zealand as the top three sources of international arrivals. Notably, the Marshall Islands also ranked among the top five.

Survey respondents reported an average household income between USD 65,000 and USD 115,000 and stayed in Kiribati for an average of eight nights. The most common reasons for visiting were business, holidays, and visiting friends and relatives. Interestingly, 46% of visitors traveled alone, and 42% were visiting Kiribati for the first time.

Key factors influencing their decision to visit included attending conferences, experiencing local culture and history, the welcoming nature of the people, and the country’s safety. An impressive 80% of respondents said they would recommend Kiribati to others, and the same percentage expressed a willingness to return.

TAK Senior Research Officer Tokanikai Rubetaake expressed her gratitude to the visitors who took the time to complete the survey. “We would like to sincerely thank all the visitors who participated in this IVS. Your insights have been invaluable in shaping our report and enhancing our understanding of visitor experiences.” Ms Rubetaake said

In acknowledging the announcement of the PTDI survey updates SPTO, CEO Christopher Cocker states that moving forward, SPTO is fully committed to ensuring the implementation of efficient management systems for the PTDI.

“SPTO’s position as the premier hub for Pacific Tourism Research and insights enables us to elevate our commitment to serving SPTO members with their research and insights needs, further propelling sustainable tourism growth in the region. The PTDI, a vital research project initiative, is instrumental in providing valuable insights into tourism trends and their impacts on communities, businesses, and visitors in the South Pacific region,” Mr Cocker said.