Vanuatu Tourism Office Introduces Tourism Market Readiness Category Certification

Port Vila, Vanuatu | 15 September 2026

The Vanuatu Tourism Office (VTO), implementing part of its third activity under the DFAT funded Economic Support Package (ESP) project with the Government of Vanuatu through the Ministry of Trade and Commerce, officially launched the Tourism Market Readiness Pathway (TMRP) Category Certification, a process developed to assess the level of readiness of tourism businesses connecting to the markets. This process is part of the pathway designed to help tourism businesses grow stronger, become more competitive, and prepared for either the domestic and or international markets.

The launch took place on Saturday, 11 September 2026, at Feiwia Park, Seafront, Port Vila, during the NBV-Mi Tumoro Vanuatu Travel Expo, an established marketing platform for business to consumers (B2C) connecting tourism operators selling their travel packages and offerings. The event launched by Mr. Noah Kouback, Director General for the Ministry of Trade and Commerce, and attended by government officials, partners, and over 40 tourism operators from across Vanuatu.

This Category certification process is part of the pathway introduced to assess, inform and outline to tourism businesses in particularly local tourism operators their level of readiness for the market. A series of market criteria developed is used to assess the businesses and provides businesses with this pathway to understand their current level and what support they need to be more competitive in the international and domestic tourism market. The pathway has three levels of readiness: Namalau (Visitor Ready), Navara (Trade Ready), and Nabanga (Market Ready). This pathway helps operators move step by step from welcoming visitors, to working with trade partners, and finally to competing in international markets.

Mr. Kouback said: “We are building an industry ready for the world. This market readiness pathway gives us a practical framework to build stronger businesses and stronger connections.”

VTO CEO, Mrs. Adela Issachar Aru added: “This certification is more than a certificate. It is a pathway for our tourism businesses to grow, strengthen their capabilities, and confidently reach new markets.”

Australian High Commission First Secretary – Economic, Ms. Anngalee Toth, said: “Australia is proud to support this initiative. Market-ready tourism businesses create jobs, opportunities, and sustainable growth for communities.”

Certified businesses will receive support through target skills development, coaching and mentoring, digital tools, and opportunities to connect with tourism trade and markets. Businesses will be reviewed on a quarterly basis to track progress and help them move to becoming more ready and competitive in the market.

Project Coordinator, Mr. Martin David, explained: “Every business needs to know where it stands before deciding where to go. Namalau builds the foundation, Navara builds trade connections, and Nabanga builds confidence to serve and compete in the markets. Certification is not the end—it is the beginning of the next step.”

The Vanuatu Tourism Office extends its appreciation to the Government of Australia, through the Economic Support Package, and to the Government of Vanuatu for their continued support, investment and partnership.

This launch represents an important milestone in preparing Vanuatu’s tourism businesses for stronger domestic, regional, and international connections. As the program expands across provinces, VTO and its partners remain committed to working alongside operators to build confidence, improve quality, and create new opportunities for sustainable tourism growth.