Vanuatu’s Comeback: Tourism Surge in First Half of 2025 Signals a Golden Era for the Archipelago

Published on December 4, 2025

If there is one word to describe Vanuatu in 2025, it is resilient. After navigating the choppy waters of the Air Vanuatu liquidation and recovering from natural tremors in 2024, the island nation has not just stabilized—it is thriving.

A new report released by the Pacific Tourism Organisation (SPTO) in collaboration with the Vanuatu Tourism Office (VTO) has painted a vibrant picture of the first six months of 2025. The International Visitor Survey (IVS) covering January to June 2025 offers more than just dry statistics; it tells a human story of connection, recovery, and a deep-seated love for the “island smile.”

For travelers, investors, and industry watchers, the message is clear: Vanuatu is back, and it is offering a more profound experience than ever before.

The Numbers That Matter: A $139 Million Boost

The most headline-grabbing figure from the report is the sheer economic muscle of the tourism rebound. In just six months, international visitors pumped an estimated USD 139 million into the Vanuatu economy.

To put that in perspective, for a small island developing state, this capital injection is the lifeblood of infrastructure, education, and community welfare. The report analyzed responses from 444 travelers (representing a statistically significant slice of arrivals), revealing that guests are staying longer and spending more.

• Prepaid Spending: The average traveler committed USD 2,395 before even landing, covering flights and accommodation.
• In-Country Spending: Once on the ground, the average visitor spent another USD 2,000 per trip.

This isn’t just money spent on luxury hotels. A significant portion of this cash flows directly into the pockets of market vendors in Port Vila, taxi drivers in Luganville, and tour guides on Tanna’s active volcano. It validates the country’s strategy of focusing on “high-value” tourism rather than just high volume.

The “Ni-Vanuatu” Factor: Why People Return

Why are people spending this kind of money? The survey results are unequivocal: it’s the people.

While the turquoise waters and fiery volcanoes draw the Instagram crowd, it is the Ni-Vanuatu people who steal the hearts. A staggering 92% of respondents stated they would recommend Vanuatu to family and friends, and 79% expressed a firm desire to return.

The recurring theme in the feedback was the warmth, friendliness, and genuine hospitality of the locals. In an era of automated check-ins and AI travel itineraries, the human touch of a Vanuatu welcome—often accompanied by a shell necklace and a wide smile—remains the destination’s most potent asset.

The Rise of the “Conscious Traveler”

Perhaps the most interesting shift identified in the 2025 data is the evolution of the tourist mindset. The “fly and flop” beach vacation is evolving into something more meaningful.

The survey highlighted that 87% of visitors now consider responsible tourism to be a crucial factor in their travel decisions. Furthermore, 63% indicated they are more likely to choose operators who prioritize sustainability practices.

Vanuatu has long been a pioneer in this space (famously banning single-use plastics years ahead of larger nations), and it seems the world is finally catching up. Travelers reported seeing eco-friendly initiatives in action during their stays, from reef protection programs to community-based cultural tours that respect local traditions. This alignment between national policy and visitor values is creating a “virtuous cycle” of sustainable growth.

Challenges in Paradise: The Road Ahead

However, the report is not just a victory lap; it is also a reality check. Honest feedback from visitors pointed to friction points that the country is now racing to address.

The legacy of the Air Vanuatu liquidation is still felt in domestic connectivity. While international flights have stabilized, getting from the main island of Efate to the outer islands (like Espiritu Santo or Malekula) can still be a logistical challenge. Visitors expressed frustration with limited inter-island transport, which restricts the economic spread of tourism to remote communities.

Infrastructure was another key concern. Travelers cited airport processes, road conditions, and pricing transparency as areas needing immediate improvement.

Adela Aru, CEO of the Vanuatu Tourism Office, acknowledged these hurdles with refreshing transparency. “Evidence-based planning,” she noted, is essential. The VTO is using this data not to hide the flaws, but to lobby for targeted government investment in roads, airports, and training.

A Future Built on Data

This report is a triumph of collaboration. Produced under the SPTO’s Pacific Tourism Data Initiative (PTDI)—funded by the New Zealand Government—it represents a mature, data-driven approach to nation-building.

SPTO Chief Executive Christopher Cocker emphasized that this data is the compass for the future. By knowing exactly who is coming (mostly Australians, with a mix of business and VFR – Visiting Friends and Relatives) and what they want (relaxation, culture, and sustainability), Vanuatu can tailor its future.

The Verdict: 2025 and Beyond

As we look toward the latter half of 2025 and into 2026, the outlook is undeniably bright. The cruise ships have returned, international flight routes are reconnecting, and the resilience of the tourism sector has proven robust against both geological and economic shocks.