Vanuatu recorded a 30 per cent increase in visitor arrivals in the first half of 2026 compared with the same period last year, contributing an estimated $87.8 million to the national economy, according to a new International Visitor Survey report from the Pacific Tourism Organisation and Vanuatu Tourism Office.
Survey finds high satisfaction and repeat intent
The report, funded through the New Zealand Government’s Pacific Tourism Data Initiative, is based on 299 valid responses from 1,473 survey invitations, a 20 per cent response rate. The survey found 54 per cent of respondents were first-time visitors, with holiday travel the primary purpose for 81 per cent of trips. According to the survey, 95 per cent of respondents said they would recommend Vanuatu, and 80 per cent indicated they would return.
Growth was attributed to improved air connectivity, the reopening of tourism businesses and the resumption of cruise activity. Respondents cited Vanuatu’s hospitality, natural beauty, relaxed island lifestyle, authentic culture and marine and adventure experiences as key drawcards.
Spend data shows strong per-visitor economic contribution
The survey found visitors spent an average of $1,191 before arrival and $948 in-country, generating an average economic contribution of $1,692 per visitor. Sustainability considerations featured prominently in the results, with 91 per cent of respondents saying responsible tourism mattered to them, 63 per cent saying they would choose operators based on sustainability practices, and 81 per cent reporting they had observed or participated in sustainable tourism initiatives during their stay.
Despite strong overall satisfaction, respondents identified opportunities for improvement in infrastructure and public amenities, transport and connectivity, environmental cleanliness and value for money.
SPTO chief executive Christopher Cocker said the results reflected the sector’s resilience.
“Vanuatu’s strong visitor growth, high satisfaction levels, and significant economic contribution demonstrate the destination’s resilience and appeal,” Cocker said.
Vanuatu Tourism Office chief executive Adela Issachar Aru said the findings would help shape future planning.
“These findings help us to better understand interest for sustainable experience offerings as well as help inform future planning and investment priorities as we continue to strengthen Vanuatu’s position as a leading Pacific destination,” Aru said.
The report marks a transition point in the SPTO-VTO partnership, with VTO set to take the lead role in future survey reporting, supported by ongoing technical assistance from SPTO.
