Pacific Tourism Organisation and Niue Tourism Office Release Key Insights from Niue Community Attitude Survey
23 July 2025
Regional Workshop Unites Pacific Stakeholders to Strengthen the Link between Agriculture and Tourism through Gastronomy
23 July 2025
The Pacific Tourism Organisation (SPTO), in partnership with the Vanuatu Tourism Office (VTO) and with support from the Vanuatu Bureau of Statistics, is pleased to announce the release of the 2024 International Visitor Survey (IVS) Report—an important step toward building a more resilient, inclusive, and sustainable tourism industry in Vanuatu.
Conducted under the Pacific Tourism Data Initiative (PTDI), funded by the New Zealand Government, the IVS captures insights from over 1,700 international visitors who travelled to Vanuatu between January and December 2024. Beyond visitor numbers, the report offers rich data on satisfaction levels, spending behaviour, and tourism’s broader economic contribution.
“This report provides us with crucial evidence on actual visitor trends and market demand, helping us sharpen our destination marketing strategies and explore niche opportunities,” said VTO CEO Adela Issachar Aru. “We acknowledge the coordination provided by SPTO in partnership with the Vanuatu Bureau of Statistics to collect and analyse this data. It is essential for guiding our planning, marketing, and investment decisions in line with government policies. Ultimately, this will enhance visitor experiences and ensure tourism continues to uplift communities across our islands.”
The 2024 International Visitor Survey (IVS) highlights strong tourism performance for Vanuatu, with 93% of visitors saying they would recommend the destination and 76% expressing interest in returning. On average, each visitor spent USD 3,490 in prepaid expenses, with 62.5% directly benefiting the local economy. During their average nine-night stay, visitors spent an additional USD 1,116 on the ground. Collectively, international visitors contributed an estimated USD 195 million to Vanuatu’s economy in 2024.
Visitors were drawn to Vanuatu for its peaceful island ambiance, rich cultural heritage, and warm hospitality. However, feedback also identified areas for improvement, such as infrastructure, public services, and domestic transport. The report recommends enhancements to airport and customs services, streamlined visitor information systems, investment in tourism infrastructure, and strengthened customer service training.
SPTO CEO Christopher Cocker commended the collaborative spirit that made the survey possible, stating,
“This achievement is a testament to what we can accomplish together. Through the PTDI, we are building a data-rich foundation for tourism that honours Pacific cultures, strengthens local economies, and informs smarter, evidence-based investment. Vanuatu’s success is not just a national milestone—it’s a Pacific success story of progress through partnership.”
Vanuatu is one of ten Pacific Island countries participating in the PTDI, alongside the Cook Islands, Tonga, Papua New Guinea, Niue, Solomon Islands, Samoa, Kiribati, Timor-Leste, and FSM-Yap. The initiative includes three key surveys: the biannual International Visitor Survey (IVS), the annual Business Confidence Index (BCI), and the annual Community Attitudes Survey (CAS)—all designed to support evidence-based tourism development across the region.
The 2024 IVS Report is more than a data set—it is a roadmap to a thriving, inclusive, and sustainable tourism future for Vanuatu, grounded in evidence, regional cooperation, and a shared vision for the Pacific.
