Vanuatu’s tourism sector recorded strong growth in the first half of 2026, with international visitor arrivals increasing by about 30 per cent year-on-year and generating an estimated USD 87.8 million in economic contribution, according to a new visitor survey.
The Pacific Tourism Organisation (SPTO), in partnership with the Vanuatu Tourism Office (VTO), released its January-June 2026 International Visitor Survey (IVS) Report, which also found high visitor satisfaction and growing interest in sustainable tourism.
The survey was conducted under the New Zealand Government-funded Pacific Tourism Data Initiative (PTDI) and examines visitor behaviour, expenditure, satisfaction and perceptions of sustainability to support evidence-based tourism planning.
The growth in arrivals reflects improved air connectivity, the reopening of tourism businesses and the resumption of cruise activity, the report said.
A total of 299 valid responses were analysed from 1,473 survey invitations, representing a 20 per cent response rate. First-time visitors accounted for 54 per cent of respondents, while holidays remained the main purpose of travel, at 81 per cent.
Visitors continued to highlight Vanuatu’s people and hospitality, natural environment, relaxed island lifestyle, authentic culture, and marine and adventure experiences.
Strong visitor satisfaction
The survey found that 95 per cent of respondents would recommend Vanuatu, while 80 per cent said they would return to the destination.
Tourism also generated significant visitor spending during the six-month period. Visitors spent an average of USD 1,191 before arrival and USD 948 while in Vanuatu, resulting in an average economic contribution of USD 1,692 per visitor.
SPTO chief executive officer Christopher Cocker said the findings demonstrated the resilience of Vanuatu’s tourism sector and the importance of reliable data to guide policy and investment.
“The International Visitor Survey provides destinations with valuable evidence to support smarter tourism decisions,” Cocker said.
“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.”
Sustainability gains importance
The survey also highlighted the growing importance of sustainability in visitor decision-making.
About 91 per cent of respondents said responsible tourism was important to them, while 63 per cent said they were likely to choose tourism operators based on their sustainability practices.
Meanwhile, 81 per cent said they had observed or participated in sustainable tourism initiatives during their stay.
Vanuatu Tourism Office chief executive officer Adela Issachar Aru said the results confirmed that visitors continued to value the country’s distinctive natural and cultural assets.
“The survey confirms that visitors continue to value what makes Vanuatu unique, particularly the warmth of our people, our culture, and our natural environment,” Aru said.
She said the findings would help the Vanuatu tourism industry better understand demand for sustainable experiences and inform future planning and investment priorities.
Aru said Vanuatu would continue strengthening its position as a leading Pacific destination focused on soft adventure and “bucket list” experiences.
Infrastructure remains a priority
Despite the high satisfaction levels, visitors identified several areas for improvement, including infrastructure and public amenities, transport and connectivity, environmental cleanliness and value for money.
SPTO said the findings provide evidence for identifying areas where further investment could improve visitor experiences and strengthen the destination’s competitiveness.
The report also marks a step towards greater local capacity in tourism data collection and analysis.
Through the PTDI, VTO has strengthened its capability in visitor survey analysis and reporting, with SPTO providing technical guidance, mentoring and quality assurance.
VTO is expected to take the lead role in future IVS reporting, while SPTO will continue providing technical assistance and capacity-building support as required.
The January-June 2026 IVS report provides further evidence of the recovery of Vanuatu’s tourism industry while highlighting opportunities to strengthen infrastructure, sustainability and the overall visitor experience.
