Pacific Tourism Organisation and Tourism Authority of Kiribati release Annual 2025 International Visitor Survey (IVS) Report

The Pacific Tourism Organisation (SPTO), in collaboration with Tourism Authority of Kiribati (TAK), has released the Kiribati International Visitor Survey (IVS) 2025 Annual Report. Published under SPTO’s Pacific Tourism Data Initiative funded by the New Zealand Government, the report offers insights into visitor behaviours, satisfaction, and spending patterns, helping shape evidence-based tourism development and marketing strategies.

Kiribati is among 10 Pacific Island countries —the Cook Islands, Niue, PNG, Vanuatu, Solomon Islands, Tonga, FSM-Yap, Timor Leste, and Samoa under PTDI funded by the New Zealand Government. PTDI continues to serve as an essential resource for tourism data across the Pacific through the bi-annual International Visitor Survey (IVS), an annual Business Confidence Index (BCI), and an annual Community Attitude Survey (CAS) report to strengthen regional tourism strategies

Three hundred and thirty three valid responses were collected from international visitors, representing 1,010 adults and 23 children, and accounting for approximately 10 per cent of all arrivals to Kiribati during the January–December 2025 period. The findings provide one of the most comprehensive snapshots of visitor behaviour, spending patterns, and visitor perceptions currently available for the destination.

According to the report, international tourism generated an estimated economic impact of USD 12.8 million (AUD 19.2 million) for Kiribati in 2025, reaffirming tourism’s growing contribution to livelihoods, local businesses, and the national economy. Visitors recorded an average prepaid expenditure of USD 1,442 per trip, with an estimated 40 per cent flowing directly into the local economy. Average in-country spending reached USD 723 per visitor, contributing to a total average spend of USD 1,300 per trip.

The report also highlighted several defining characteristics of Kiribati’s international visitors. More than half of respondents (51 per cent) were first-time visitors, while 46 per cent travelled solo, reflecting growing international curiosity and niche travel interest in the destination. Visitors stayed an average of 6.8 nights, with respondents reporting an average household income of USD 77,298 (AUD 115,699), indicating strong value potential within key source markets. The United States of

America, Fiji, Australia, and New Zealand continued to emerge as Kiribati’s strongest visitor markets. Business travel, holidays, and fishing remained the leading reasons for travel, showcasing the destination’s appeal across multiple tourism segments.

Visitor sentiment remained highly positive throughout the survey. Respondents expressed strong satisfaction with the friendliness of the people of Kiribati, safety, customer service, and their overall travel experience. Importantly, 91 per cent of respondents said they would recommend Kiribati to others, while 87 per cent indicated a willingness to return.

At the same time, the findings identified important areas for continued tourism development and investment. Visitors highlighted opportunities to strengthen waste management and cleanliness, improve information accessibility and signage, enhance food and beverage availability and pricing, expand the range and quality of tourism activities and attractions, and improve accommodation standards, public services, and infrastructure.

Acting Chief Executive Officer of the Tourism Authority of Kiribati, Reeti Onorio, said the report provides valuable direction for the future development of Kiribati’s tourism sector. “This 2025 Annual IVS Report provides valuable perspectives that will support our marketing, product development, and visitor service priorities. The insights shared by our visitors are essential in shaping a more competitive and sustainable tourism sector. We remain grateful for SPTO’s technical expertise and PTDI’s continued support,” Ms Onorio said.

SPTO Chief Executive Officer Christopher Cocker, said the survey findings demonstrate the critical role tourism data plays in supporting sustainable tourism growth and informed decision-making across the Pacific.

“Kiribati continues to offer visitors a unique and authentic Pacific experience that is clearly resonating with travellers. The strong visitor satisfaction levels and high return intent reflected in this report are extremely encouraging for the destination,” Mr Cocker said. “The IVS is more than a tourism report — it is a strategic planning tool that helps governments, industry stakeholders, and development partners better understand visitor expectations, economic contributions, and future opportunities for tourism growth.”

Mr Cocker added that the findings also reinforce the importance of continued collaboration in strengthening tourism resilience and destination competitiveness across Pacific Island nations. “Through the PTDI, SPTO remains committed to supporting our member countries with quality tourism intelligence that drives smarter investment, stronger policy development, and more sustainable tourism outcomes for our communities and economies.”