Vanuatu Tourism Office has launched a bold new consumer campaign, ‘Adventure Passes’, aimed at positioning the island nation as the ideal destination for adventure, nature and cultural discovery.
Running from now through to 10 August, the campaign will reach over 7 million Australians across digital, video, audio and social media channels.
‘Adventure Passes’ is an extension of the tourism board’s brand platform ‘Answer the Call of Vanuatu’ and is designed to drive holiday bookings into late 2025 and beyond. At the heart of the campaign is a vibrant invitation to explore Vanuatu’s 83 islands—only a short three-hour flight from Australia’s East Coast.
A warm ‘welkam’ and a ticket to adventure
Developed by Sydney-based creative agency Apparent, the campaign reimagines the boarding pass as a symbol of access to adventure—whether it’s snorkelling among marine life on Efate, exploring the wild beauty of Espiritu Santo, or standing on the edge of Mount Yasur on Tanna.
Vanuatu Tourism Office CEO, Adela Issachar Aru, said, “This is a warm welkam to Australian travellers. We want to re-ignite excitement following last year’s earthquake and remind people that the spirit of Vanuatu is as strong as ever. With incredible landscapes, rich kastom, and unforgettable experiences, there’s never been a better time to visit.”
With strong flight connectivity from Australia through Qantas, Virgin Australia, Jetstar and Solomon Airlines, Vanuatu is closer and more accessible than ever.
