Vanuatu’s Tourism Boom: Visitor Satisfaction and Spending Surge

Published on December 4, 2025

The Pacific Tourism Organisation (SPTO), in collaboration with the Vanuatu Tourism Office (VTO), has unveiled the findings of the January–June 2025 International Visitor Survey (IVS). The survey offers valuable insights into visitor behaviour, spending patterns, satisfaction levels, and tourism recovery trends for Vanuatu, shedding light on the country’s strong tourism outlook for the first half of 2025.

Conducted under the Pacific Tourism Data Initiative (PTDI), which is funded by the New Zealand Government, the IVS serves as a crucial tool for guiding national tourism planning, product development, and sector investments. The report provides an evidence-based understanding of the state of Vanuatu’s tourism industry, indicating positive growth, continued recovery from the effects of the pandemic, and an increasing interest in the nation as a prime Pacific Island destination.

Tourism Growth and Visitor Behaviour

The 2025 IVS results indicate a steady recovery of Vanuatu’s tourism sector, with an increase in the number of international visitors compared to the previous year. Visitor arrivals are projected to grow significantly in the first half of 2025, building on momentum from the last quarter of 2024. The survey highlights that Australia, New Zealand, and Fiji remain the top source markets for Vanuatu, with strong demand from these neighbouring countries expected to continue.

One of the key findings of the IVS is the changing behavior of tourists, particularly in terms of how they are spending their time and money. Visitors are increasingly seeking authentic, cultural experiences, with a growing interest in engaging with local communities and exploring Vanuatu’s natural wonders, including its famous volcanic landscapes, pristine beaches, and lush rainforests. Cultural experiences, including traditional Melanesian performances, craft markets, and village visits, are becoming more sought after by tourists who want to connect with the local heritage.

Visitor Spending Patterns and Economic Impact

The spending patterns of international visitors to Vanuatu show a healthy increase in expenditure across various sectors. Accommodation, restaurants, and excursions have seen a rise in tourist spending, which is expected to contribute positively to the local economy. Luxury travel experiences, including high-end resorts and private tours, are particularly popular among visitors from Australia and New Zealand.

Vanuatu’s luxury tourism sector, which had faced setbacks during the pandemic, is showing signs of recovery, with upscale resorts and exclusive experiences becoming key attractions for high-spending tourists. Tourists are increasingly choosing destinations like Port Vila, Espiritu Santo, and Tanna Island for unique travel experiences that combine luxury with local culture and nature.

Moreover, the survey found that visitors to Vanuatu are spending more on adventure tourism, including activities such as scuba diving, snorkelling, and trekking. Marine tourism remains a major draw, with Vanuatu’s rich marine biodiversity and world-class dive sites continuing to attract underwater enthusiasts. This is a promising development for Vanuatu’s eco-tourism sector, as sustainable travel options and environmentally friendly activities are gaining popularity among global tourists.

Visitor Satisfaction and Areas of Improvement

The visitor satisfaction levels in Vanuatu remain high, with the majority of respondents reporting positive experiences during their stay. Tourists have praised the friendly hospitality, natural beauty, and cultural experiences that Vanuatu has to offer. However, the survey also highlighted a few areas for improvement, particularly in transportation infrastructure and accessibility to remote regions.

Feedback from tourists emphasised the desire for better connectivity, including more frequent flights and improved transport options between islands. The road infrastructure in certain regions of Vanuatu was also identified as an area for development, particularly in ensuring that tourists can access key attractions without delays or disruptions.

The Vanuatu Tourism Office has expressed its commitment to addressing these challenges by working with local authorities, private sector businesses, and tourism stakeholders to enhance tourist mobility and facilitate easier access to the island’s remote but beautiful destinations.

Tourism Initiatives for 2025 and Beyond

The positive outlook for Vanuatu’s tourism in 2025 is supported by the government’s tourism development initiatives. The Vanuatu government is focusing on sustainable tourism practices that protect the island’s natural resources while fostering economic growth. This includes promoting eco-friendly accommodation, sustainable transport options, and responsible tourism initiatives.

Additionally, the VTO is working on developing new tourism products that highlight Vanuatu’s unique features. Cultural heritage tourism, adventure tourism, and wellness tourism are expected to be key focuses in the coming years, appealing to the growing demand for experiences that are immersive and aligned with tourists’ values.

As part of the ongoing efforts to boost Vanuatu’s international tourism profile, the government is strengthening its collaboration with international tourism organizations, including the Pacific Tourism Organisation (PTO) and World Tourism Organisation (UNWTO). The aim is to further promote Vanuatu as a safe, exciting, and sustainable destination in the Pacific, helping to drive international arrivals and ensure long-term growth for the sector.

Looking Ahead to 2026 and Beyond

With continued growth expected through 2025, Vanuatu’s tourism sector is poised to remain one of the most important contributors to the nation’s economy. The government and tourism bodies are working together to ensure that Vanuatu is well-prepared to meet the demands of an evolving travel landscape. By focusing on sustainability, cultural tourism, and infrastructure improvement, Vanuatu aims to position itself as a leading destination for visitors seeking authentic experiences in the Pacific region.

As international arrivals to Vanuatu rise, the country’s tourism industry will continue to play a crucial role in supporting local communities, creating jobs, and boosting the economy. The results of the 2025 International Visitor Survey demonstrate that Vanuatu’s tourism industry is on a positive trajectory, with a bright future ahead for both the sector and the island’s residents.