Vanuatu International Visitor Survey Reveals Strong Tourism Performance in 2025

The Pacific Tourism Organisation (SPTO), in collaboration with the Vanuatu Tourism Office (VTO), has released the January–December 2025 International Visitor Survey (IVS) Results, offering a comprehensive snapshot of visitor experiences, spending patterns, satisfaction levels, and sustainability perceptions across Vanuatu’s tourism sector.

Conducted under the Pacific Tourism Data Initiative (PTDI), funded by the New Zealand Government, the IVS continues to provide critical tourism intelligence to guide evidence-based planning, investment, product development, and policy decision-making in Vanuatu and across the Pacific region. The report reflects the growing strength of collaboration between SPTO and VTO, with the Vanuatu Tourism Office contributing 70 per cent of the analytical content under the PTDI IVS Reports Collaboration framework — a milestone that highlights increasing national capacity in tourism data analysis and destination intelligence.

A total of 647 valid responses were analysed from 2,993 survey invitations, representing a 22 per cent response rate and approximately one per cent of Vanuatu’s total international visitor arrivals for 2025. The findings reveal a destination that continues to resonate strongly with travellers, driven by authentic cultural connections, natural beauty, adventure offerings, and the warmth of the Ni-Vanuatu people. More than half of respondents (54 per cent) were first-time visitors, with holiday travel remaining the leading purpose of visit, followed by business travel and visits to friends and relatives (VFR). Visitor satisfaction remained exceptionally strong, with 93 % of respondents indicating they would recommend Vanuatu to others, and 80 % expressing a willingness to return.

The friendliness and hospitality of the Ni-Vanuatu people once again emerged as one of the most valued and memorable attributes of the destination. The survey also confirmed tourism’s significant contribution to the national economy in 2025. Visitors recorded an average prepaid expenditure of USD 994 per trip, with an estimated 62.5 per cent (USD 621) flowing directly into the local economy. Average in-country expenditure reached USD 789 per visitor, supported by an average stay of nine nights. Combined, these visitor expenditures contributed to an estimated total economic impact of USD 136 million during the January–December 2025 period.

The report further highlights the increasing importance of sustainability in global travel decision-making. 87 % of respondents stated that sustainable and responsible tourism practices are important to them, while 62 % indicated that sustainability influences their choice of accommodation providers and tour operators. Visitors also acknowledged visible eco-friendly initiatives and responsible tourism practices experienced during their stay, presenting strong opportunities for Vanuatu to further position itself as a sustainable Pacific destination.

While overall satisfaction levels remain high, the survey identified several areas requiring continued attention, particularly around public infrastructure and visitor services. Respondents expressed lower satisfaction levels regarding airport processes, road conditions, pricing transparency, and domestic connectivity — areas that remain critical as the aviation and tourism sectors continue their post-recovery adjustments.

SPTO Chief Executive Officer Christopher Cocker said the IVS findings reinforce the importance of reliable tourism data in shaping resilient and sustainable tourism growth across the Pacific.

“The International Visitor Survey provides more than just numbers — it tells the story of the visitor experience and gives destinations the evidence needed to make smarter tourism decisions. Data is king and key,” Mr Cocker said. “Vanuatu continues to stand out for its authentic cultural experiences, warm hospitality, and strong visitor satisfaction levels. At the same time, the report provides valuable insights into areas where continued investment and collaboration are needed to strengthen destination competitiveness and resilience.”

Mr Cocker said sustainability trends emerging from the survey also present important opportunities for the Pacific tourism sector.

“Today’s travellers are increasingly conscious of sustainability and responsible tourism practices. The strong response from visitors on this issue demonstrates that sustainability is no longer optional — it is becoming central to destination choice and long-term tourism success.”

Vanuatu Tourism Office Chief Executive Officer Adela Issachar Aru said, “The findings from the 2025 International Visitor Survey reaffirm that Vanuatu continues to deliver meaningful and memorable visitor experiences through the warmth of our people, rich culture, and natural environment.

It is encouraging to see such strong visitor satisfaction levels, with many travellers indicating they would recommend Vanuatu and return again in the future. The survey also provides valuable insights that will help guide future tourism planning and investment priorities, particularly in areas such as infrastructure, connectivity, sustainability, and service delivery. As global travellers place increasing importance on responsible tourism practices, Vanuatu has a strong opportunity to further position itself as an authentic and sustainable Pacific destination, while continuing to strengthen local tourism research and evidence-based decision making through our partnership with SPTO under the Pacific Tourism Data Initiative.”

The January–December 2025 International Visitor Survey forms part of SPTO’s broader commitment under the Pacific Tourism Data Initiative to strengthen tourism data systems and evidence-based tourism management across Pacific Island destinations.