VTO has new Marketing Strategy for 2025-2027

September 20, 2024 4:45 am | Posted in Business News | Share now Twitter Facebook

By Doddy Morris.

The Vanuatu Tourism Office (VTO) is finalising a new marketing strategy aimed at boosting tourism over the next three years. The strategy is set to be launched before the end of this year.

Chief Executive Officer (CEO) of VTO, Adela Aru, shared key points from the strategy during a validation workshop yesterday, which included input from industry stakeholders and the government.

Following Vanuatu’s border reopening in 2022, the Asian Development Bank (ADB), through its Private Sector Development Initiative (PSDI), supported the country’s recovery efforts. A key focus was restoring market confidence and attracting more visitors.

“So, in doing that, we needed a new marketing strategy. PSDI confirmed their support, allowing us to start work on the strategy in 2023.

“We paused briefly, then resumed work this year, and it is now nearing completion,” CEO Aru said.

Aru outlined that the new strategy addresses four main areas: awareness, consideration, conversion, and loyalty.

VTO aims to build on the “Answer the Call of Vanuatu” brand, launched in 2019, which positions the country as an adventure destination.

Awareness

The first focus is on brand awareness. “The ‘Answer the Call of Vanuatu’ brand, launched just before COVID-19, remains relevant. The market has responded well to Vanuatu as an adventure destination, showcasing not only popular spots like Port Vila, Santo, and Tanna but also the entire country, its people, and its nature,” Aru said.

Consideration

The second focus is increasing Vanuatu’s visibility by strengthening relationships with travel wholesalers and utilising digital platforms. Aru noted, “We are launching a new website to showcase Vanuatu’s unique selling points and establish a stronger presence in the minds of consumers.”

Conversion

The third focus is on driving bookings and boosting visitor numbers. With new aviation capacity, Aru emphasised the need for collaboration with travel agents, airlines, and wholesalers to ensure a steady flow of visitors.

Loyalty

The final focus is on loyalty. Before COVID-19, nearly 50% of visitors to Vanuatu were repeat visitors, indicating satisfaction.

“We aim to maintain this loyalty by building a base of fans who not only return but also promote Vanuatu through word-of-mouth,” she added.

Aru highlighted the importance of Australia as a primary market, given the increasing number of flights from airlines like Qantas, Virgin Australia, and Jetstar. She also acknowledged opportunities in New Zealand and other emerging markets.

“We have a solid range of aviation partners.

“Our goal is to sustain and maintain them in the Australian market while also exploring opportunities in New Zealand and beyond,” she stated.

The CEO added that the validation workshop received positive feedback from the industry, with some questions raised that are outside VTO’s direct responsibility but will be addressed through collaboration with other partners.

“We are pleased that the validation endorsed the strategy.

“The next step is to finalise it, and once ready, we will launch the new marketing strategy before the end of the year,” she said.