Vanuatu’s tourism sector is showing strong signs of recovery, according to the January–June 2025 International Visitor Survey (IVS) released jointly by the Pacific Tourism Organisation (SPTO) and the Vanuatu Tourism Office (VTO).
The survey, conducted under SPTO’s Pacific Tourism Data Initiative and funded by the New Zealand government, provides detailed insights into visitor behaviour, spending patterns, satisfaction levels, and tourism trends in the country.
A total of 444 valid responses were analysed from 455 collected, representing 2% of international arrivals during the period. Most visitors travelled for holidays, followed by business and visiting friends and relatives. More than 57% were first-time visitors, drawn to Vanuatu’s island lifestyle, natural attractions, and unique culture.
Visitor satisfaction remained high, with 92% saying they would recommend Vanuatu and 79% expressing a willingness to return. The warmth and friendliness of the Ni-Vanuatu people were highlighted as a key strength of the destination.
Tourists also made a significant economic contribution. Average prepaid expenditure per traveller was USD 2,395, with in-country spending averaging USD 2,000 per visitor over an eight-night stay. Overall, the survey estimated the economic impact at USD 139 million for the first half of 2025.
Despite positive indicators, the survey identified challenges. Visitors raised concerns about public infrastructure, airport processes, road conditions, pricing transparency, and domestic connectivity, which is still recovering following the liquidation of Air Vanuatu. Limited inter-island transport continues to restrict access to remote islands and communities.
Sustainability remains important to travellers, with 87% saying responsible tourism matters to them and 63% likely to choose operators prioritising eco-friendly practices. During their visits, 81% reported observing responsible tourism initiatives.
SPTO Chief Executive Christopher Cocker welcomed the findings, emphasising the importance of “data-driven decision-making to support resilient and sustainable tourism growth in Vanuatu.”
VTO Chief Executive Adela Aru said the survey would guide marketing strategies, product development, and service improvements, particularly as the sector continues to recover from the 2024 earthquake and changes in the aviation landscape.
With improved international connectivity, the resumption of cruise activity, and growing interest in community-based and sustainable tourism, the outlook for Vanuatu’s tourism sector in 2025 remains positive.
