Kiribati International Visitor Survey Highlights Tourism Value and Opportunities for Sustainable Growth

The Tourism Authority of Kiribati (TAK), in partnership with the Pacific Tourism Organisation (SPTO) and through the Pacific Tourism Data Initiative (PTDI), has released the Kiribati International Visitor Survey (IVS) Report for January to June 2025, providing valuable insights to guide evidence-based tourism planning and development.

Kiribati is one of ten Pacific Island countries participating in the PTDI alongside the Cook Islands, Tonga, PNG, Niue, Solomon Islands, Samoa, Vanuatu, Timor-Leste, and FSM-Yap. The New Zealand Government funded initiative includes three core surveys—the bi-annual International Visitor Survey (IVS), annual Business Confidence Index (BCI), and annual Community Attitude Survey (CAS)—all designed to help Pacific nations better understand and shape the impact of tourism.

The report draws on 205 valid survey responses from international visitors, representing approximately eight percent of total arrivals during the six-month period. The findings confirm tourism’s growing contribution to Kiribati’s economy, with international visitors generating an estimated USD 6.5 million (AUD 10.3 million) in economic impact between January and June 2025. Visitor spending patterns show strong direct benefits to the local economy, with a significant share of prepaid expenditure retained within Kiribati.

Visitor profiles indicate a market dominated by first-time and independent travellers, with almost half travelling solo and an average length of stay of eight nights. Total travel groups comprised 331 adults and 59 children, and respondents reported relatively high average household incomes, reinforcing Kiribati’s appeal as a niche destination. Australia, Fiji, the United States, and New Zealand remained the strongest source markets, while the most common reasons for travel were business, holidays, and visiting friends and relatives.

The survey also captured rich qualitative feedback on visitor experiences across Tarawa and Kiritimati. Visitors consistently praised the friendliness and hospitality of local communities, the natural lagoon and marine environments, and opportunities for cultural immersion. At the same time, respondents highlighted areas requiring attention, including waste management, sanitation, transport services, accommodation quality, food and beverage options, airport and airline services, and broader infrastructure such as internet access. Despite these challenges, overall satisfaction remained high, with more than nine in ten visitors indicating they would recommend Kiribati and nearly nine in ten expressing an intention to return.

TAK Acting Chief Executive Officer Reeti Onorio said the findings provide a strong foundation for shaping future tourism priorities. He noted that the six-month IVS offers practical insights that will directly inform marketing strategies, product development, and improvements to visitor services, while supporting a more competitive and sustainable tourism sector. He also

acknowledged SPTO’s technical guidance and the continued support provided through the PTDI framework.

SPTO CEO Christopher Cocker shared Kiribati’s participation in the PTDI forms part of a broader regional commitment to strengthening tourism data systems across the Pacific.

“Data is king. The PTDI is funded by the New Zealand Government, the biannual International Visitor Survey, alongside the annual Business Confidence Index and Community Attitudes Survey tools ensure that tourism growth across the region is informed by reliable data, local perspectives, and long-term sustainability goals,” Cocker said.