Vanuatu Tourism Reports Strong Visitor Growth and Economic Impact in First Half of 2026

The Pacific Tourism Organisation (SPTO), in partnership with the Vanuatu Tourism Office (VTO), has released the January-June 2026 International Visitor Survey (IVS) Report, highlighting strong visitor growth, high satisfaction levels, and an estimated USD 87.8 million contribution to the Vanuatu economy during the first half of 2026.

Conducted under the funded by the New Zealand Government Pacific Tourism Data Initiative (PTDI) the survey provides valuable insights into visitor behaviour, expenditure, satisfaction, and sustainability perceptions to support evidence-based tourism planning and development. The report reflects continued recovery across Vanuatu’s tourism sector, with visitor arrivals increasing by approximately 30 per cent compared with the same period in 2025, supported by improved air connectivity, the reopening of tourism businesses, and the resumption of cruise activity.

A total of 299 valid responses were analysed from 1,473 survey invitations, representing a 20 per cent response rate. More than half of respondents (54 per cent) were first-time visitors, while holiday travel remained the primary purpose of visit (81 per cent). Visitors continued to praise Vanuatu’s people and hospitality, natural beauty, relaxed island lifestyle, authentic culture, and marine and adventure experiences. Satisfaction remained exceptionally strong, with 95 per cent willing to recommend Vanuatu and 80 per cent indicating they would return.

The survey also confirmed tourism’s importance to the national economy. Visitors spent an average of USD 1,191 before arrival and USD 948 while in-country, generating an average economic contribution of USD 1,692 per visitor and an estimated USD 87.8 million total economic impact during January-June 2026. Sustainability continues to influence travel decisions, with 91 per cent of respondents indicating that responsible tourism is important to them, 63 per cent likely to choose operators based on sustainability practices, and 81 per cent reporting that they observed or participated in sustainable tourism initiatives during their stay.

While overall satisfaction remains high, visitors identified opportunities for improvement in infrastructure and public amenities, transport and connectivity, environmental cleanliness, and value for money.

SPTO Chief Executive Officer Christopher Cocker said the findings demonstrate both the resilience of Vanuatu’s tourism sector and the importance of reliable tourism data. “The International Visitor Survey provides destinations with valuable evidence to support smarter tourism decisions. Vanuatu’s strong visitor growth, high satisfaction levels, and significant economic contribution demonstrate the destination’s resilience and appeal. The results also highlight areas where continued investment can further strengthen competitiveness and visitor experiences.”

Vanuatu Tourism Office Chief Executive Officer Adela Issachar Aru said the findings are encouraging and reflect the commitment of the tourism industry and local communities. “The survey confirms that visitors continue to value what makes Vanuatu unique, particularly the warmth of our people, our culture, and our natural environment. We are encouraged by the strong visitor satisfaction levels and the significant economic contribution tourism continues to make. These findings help us to better understand interest for sustainable experience offerings as well as help inform future planning and investment priorities as we continue to strengthen Vanuatu’s position as a leading Pacific destination focusing on soft adventures and bucket list experiences.”

The report also marks an important milestone in the ongoing partnership between SPTO and VTO. Through PTDI, VTO has continued to strengthen its capability in visitor survey analysis and reporting, with SPTO providing technical guidance, mentoring, and quality assurance support. As part of the transition process, VTO is expected to take the lead role in future IVS reporting, with SPTO continuing to provide technical assistance and capacity-building support as required. The January-June 2026 International Visitor Survey Report is available for download at the link below: Vanuatu January-June 2026 IVS Report