First ever Domestic Tourism Marketing Strategy launched at ‘Mi Tumoro Vanuatu Travel Expo’
The Vanuatu Tourism Office (VTO) is excited to release its Domestic Tourism Marketing Strategy 2021-2023. This new strategy is just another way that VTO is Answering the Call of Vanuatu.
One of the few positives to emerge from the global Covid-19 pandemic is the opportunity that it has given VTO to be able to trial a domestic tourism marketing campaign, Sapotem Lokol Turisim.
VTO have been trialling this campaign to encourage more Ni-Vanuatu and expatriate residents to experience more of what Vanuatu has to offer.
“We live in one of the most stunningly beautiful countries on Earth, but sometimes, we take this fact for granted, and forget to take the time to go and go spel in our own country,” VTO stated.
With VTO’s trial Sapotem Lokol Turisim campaign, many more people are realising this. The campaign has built on the strong consumer sentiment that exists in the community for supporting local business through this difficult time. It links to the wellbeing theme of high-value low-impact tourism, implementing activity 1.1.5 of the Vanuatu Sustainable Tourism Strategy as the policy priority facilitated by the Department of Tourism (DOT), providing these strong results:
• The Vanuatu community has shown overwhelming support for local tourism businesses;
• Tourism businesses have received revenue;
• Tourism businesses have been able to provide ongoing work for staff;
• Tourism businesses have been able to keep their staff’s hospitality skills up-to-date;
• Consumers previously reluctant to think of themselves as domestic tourists have gained the confidence to seek their own tourist experiences at tourism businesses and attractions;
• VTO has discovered a host of new products, helped develop them, and promoted them to domestic tourism consumers.
• Many local tourism consumers have created special memories of places and experiences.
Ultimately, the main success of this campaign is how it has led domestic tourism consumers to realise just how many incredible tourism attractions, locations and experiences are available in our country.
VTO’s new Domestic Tourism Marketing Strategy builds on the lessons learned by the trial phase of our Sapotem Lokol Turisim campaign, and creates for the first time a strategic direction for VTO’s marketing activities in support of domestic tourism.
The VTO will use the DTMS to guide the creation of new marketing initiatives that will form the marketing component of the Tourism Crisis Response and Recovery Plan and the Vanuatu Sustainable Tourism Strategy that VTO is responsible for implementing.
The Domestic Tourism Marketing Strategy has three goals:
1. Provide short term revenue streams for the tourism industry while borders are closed;
2. Encourage the domestic market to make a habit of using tourism businesses as part of their everyday lives;
3. Encourage the domestic market to see more of Vanuatu, and drive dispersal of domestic tourists to businesses beyond Efate.
To reach these goals, the DTMS is based on six objectives:
Objective 1: Domestic leisure tourism grows throughout the whole country;
Objective 2: The government and corporate travel market segment become ‘ambassadors’ for domestic tourism;
Objective 3: Demand for adventure activities increases throughout Vanuatu;
Objective 4: Cultural festivals and events become a major reason for domestic travel;
Objective 5: Movement of domestic tourists to their destinations and back home is facilitated;
Objective 6: Demand for restaurants, bars and hospitality service providers for the domestic tourism market is developed and utilized.
The Domestic Tourism Marketing Strategy also complements the 2030 Vanuatu Tourism Market Development Plan, which provides the strategic direction for VTO’s international marketing activities, and links to the high-value low-impact approach of the Vanuatu Sustainable Tourism Strategy for the development of a domestic plan to support Vanuatu’s tourism industry.
But that’s not all the Vanuatu Tourism Office team has been up to since the global Covid-19 pandemic closed our borders. In addition to working hard to support Vanuatu’s tourism businesses by creating and stimulating demand for domestic tourism through the Sapotem Lokol Turisim campaign, VTO has undertaken a number of other related activities, including Free Fun Bus services in Espiritu Santo and Efate, and Turisim Marketing Storians conducted on almost every island in the archipelago, from the Torres all the way down to Aneityum.
VTO has also run a number of consumer events, including this week’s Mi Tumoro Vanuatu Travel Expo in Port Vila, where the Domestic Tourism Marketing Strategy is being launched today at Haos blong Handikraft.
“I’d like to thank all the tourism operators who have participated and supported our efforts to develop our domestic market,” says VTO’s CEO, Ms Adela Issachar Aru.
“In particular, we thank our national airline Air Vanuatu as well as other aviation partners who have supported domestic tourism with affordable airfares for domestic tourists.
“I urge everyone to help VTO grow domestic tourism in Vanuatu. There’s never been a better time to get out and enjoy what our country has to offer.”
VTO encourages everyone to get out and Sapotem Lokol Turisim — and don’t forget to post your domestic tourism experiences on social media using the hashtag #SapotemLokolTurisim!