Pacific Tourism Organisation and Yap Visitors Bureau Release Key Insights from International Visitor Survey

The NZ Government funded Pacific Tourism Data Initiative (PTDI), led by the Pacific Tourism Organisation (SPTO) partnered with the Yap Visitors Bureau (YVB), to release a comprehensive report based on the International Visitor Survey (IVS). This report, covering the period from August 2023 to June 2024, offers vital data on the preferences, spending habits, and overall experiences of international visitors to FSM Yap. These insights will help both SPTO and YVB tailor their strategies to better meet visitor expectations and enhance the island’s tourism offerings.

YVB General Manager, Susan Gooliyan, praised the collaboration between SPTO and FSM-Yap, acknowledging the importance of the IVS in shaping the future of FSM Yap’s tourism sector.

“These reports provide invaluable insights that will allow us to improve the visitor experience and strengthen Yap’s position as a unique tourism destination. We are grateful for SPTO’s continued guidance and support in delivering these surveys,” Ms Gooliyan said.

Key Insights from the Report:

• Visitor Demographics:  the United States of America recorded the highest visitor arrivals at 41%, followed by Guam 23% and Europe 20%. Most visitors were aged between 50 and 59 years old, with an average household income of USD 105,000. Notably, 74% of respondents were first-time visitors to FSM Yap, showcasing a growing interest in the destination.
• Visitor Preferences: 48 % of visitors to FSM Yap came for holidays, 40% were for business or conferences and nine percent were visiting friends and relatives. The average length of stay was 8.5 nights, highlighting the island’s dual appeal as a destination for both leisure and business travelers.
• Visitor Spending and Economic Impact: International visitors made a significant economic contribution, with an average prepaid expenditure of USD 3,061 per person and an average daily local spend of USD 130. Overall, the economic return to FSM Yap was estimated at 40%, underscoring the positive impact of international tourism on the local community.

These findings not only offer a snapshot of the current tourism landscape in FSM Yap but also provide valuable guidance for future initiatives aimed at enhancing the island’s tourism sector.

Emphasising the importance of PTDI in providing actionable insights, SPTO CEO Christopher Cocker, mentioned that PTDI is instrumental in an industry as dynamic as tourism, data and insights are crucial for identifying emerging trends and responding swiftly to market changes.

“In the ever-changing landscape of global tourism, the real power lies in data-driven insights. They transform raw numbers into actionable intelligence, enabling us to predict trends, optimize strategies, and create meaningful, personalized experiences for travelers. Without data, we’re navigating blindly; with it, we chart a course towards sustained growth and resilience,” Mr Cocker said.

For more information on the report and other tourism insights, please contact the SPTO team.