Australian Market Driving Vanuatu’s Tourism Recovery, Forum Told

July 15, 2026 11:05 pm | Posted in Business News | Share now TwitterFacebook

By Ezra Toara.

Australia continues to be the driving force behind Vanuatu’s tourism recovery, with visitor arrivals rebounding strongly and demand remaining resilient despite global economic uncertainty, according to the Vanuatu Tourism Office (VTO).

Speaking during the recent Vanuatu Tourism Market Forum, VTO Australia representative Jessica Cory said Australian travellers remain eager to travel, with Vanuatu well positioned to capitalise on growing demand for authentic and experience-based holidays.

Cory said tourism demand from Australia remains strong, with holiday travel continuing to be a priority for many Australians despite rising living costs and global political and economic pressures.

She said research shows that more than half of Australians are planning overseas holidays in 2026, with travellers increasingly seeking authentic destinations and unique cultural experiences rather than traditional beach holidays.

“Visitation is rebounding at pace, and the opportunity for us is to convert that interest into bookings,” Cory said.

She said travel planning is rapidly evolving, with almost half of Australian travellers now using social media for travel inspiration, while around 50 percent have already incorporated artificial intelligence (AI) into some aspect of planning or booking their holidays.

According to Cory, this shows the importance of tourism operators maintaining a strong digital presence so their products and experiences can be easily found online.

Instagram remains the leading platform for travel inspiration, used by 59 percent of travellers, followed by AI platforms at 38 percent and film and television at 27 percent.

Tourism statistics presented at the forum showed that Vanuatu recorded 66,200 Australian visitors in 2025, representing a 28 percent increase compared to the previous year. Visitor consideration for Vanuatu also rose by 44 percent, reflecting growing interest in the destination.

Cory said the growth reflected strong recovery, noting that visitor numbers have now returned to levels not seen since before the COVID-19 pandemic.

She added that January 2026 recorded Vanuatu’s highest-ever monthly arrivals from Australia, demonstrating the effectiveness of destination marketing efforts undertaken over the past 12 to 18 months.

The Australian market is primarily made up of couples travelling together, with 73 percent of visitors travelling with their partner or spouse. Around 90 percent travel in groups of two, making couples the country’s most important tourism market.

Cory said VTO’s marketing strategy focuses on two key visitor segments – “curious couples” and “fascinated families” – while also targeting adventure travellers seeking unique experiences on Vanuatu’s outer islands.

She said Vanuatu should not be marketed simply as a beach destination but as a place offering adventure, culture and diverse experiences.

“The amount of things to see and do here is one of Vanuatu’s strongest selling points,” she said.

Data also showed that sightseeing and organised tours remain the most popular activities among Australian visitors, followed by water-based recreation and leisure activities.

Cory said one of Vanuatu’s greatest untapped strengths is its unique cultural heritage, which helps distinguish the country from other destinations.

“Our culture is unique, and we need to tell those stories better. Storytelling is how we differentiate Vanuatu from other destinations,” she said.

Despite increasing awareness, Cory acknowledged that many Australians still know little about Vanuatu’s attractions, with 28 percent saying they are unfamiliar with what the country offers and 22 percent saying they have never seriously considered it as a holiday destination.

To address this, the VTO Australia office has developed a 2026 marketing strategy aimed at increasing destination consideration, improving awareness of Vanuatu’s tourism experiences and converting interest into bookings.

The strategy includes three consumer marketing campaigns throughout the year, enhanced storytelling focusing on Vanuatu’s culture, nature and adventure, increased partnerships with airlines, wholesalers and travel agents, and stronger digital marketing initiatives.

As part of the campaign, VTO will produce new promotional content filmed in Port Vila and Tanna, highlighting authentic cultural experiences, natural attractions and adventure tourism.

The office will also continue working with Australian travel wholesalers, airlines and tourism partners through tactical marketing campaigns, travel trade training, familiarisation visits and public relations activities.

Cory announced that the Talk Vanuatu Roadshow will return to Australia this year after a two-year break, with events planned in Brisbane and Sydney to promote Vanuatu directly to travel agents, wholesalers and airline partners.

She said the roadshow will help increase destination awareness, strengthen industry partnerships and generate additional bookings from the Australian market.

Cory concluded that while Vanuatu’s tourism recovery is well underway, continued collaboration between government, airlines, tourism operators and international partners will be essential to sustaining growth.

“Demand for travel is strong, visitation is rebounding, and our opportunity now is to convert that growing interest into more visitors arriving in Vanuatu,” she said.