Port Vila chiefs criticise tourism messaging amid national mourning following earthquake, VTO defends resilience messaging

January 1, 2025 9:58 pm | Posted in Business News | Share now TwitterFacebook

By Ezra Toara.

Vanuatu is a nation well-acquainted with adversity. Known for its resilience in the face of natural disasters, the people of Vanuatu have weathered countless crises. However, following the devastating earthquake on December 17, this resilience has been stretched to its limits.

In a poignant statement, the Port Vila Council of Chiefs (PVCC) criticised recent messaging from the Vanuatu Tourism Office (VTO) and certain tourism businesses, calling for a more sensitive approach during this time of national mourning and emergency.

“Our Vanuatu people are resilient,” the Council stated. “We are a disaster-prone nation, and we know how to respond and deal with crises. However, after this earthquake, we are not smiling and ready to receive guests, as some resorts and the Vanuatu Tourism Office suggest.”

The Council’s statement comes in response to a VTO campaign asserting that Vanuatu’s “smiles” would be ready and waiting for holidaymakers. This narrative, the Council argued, was launched even as rescue workers were painstakingly recovering victims trapped under the rubble. Among the heartbreaking stories was that of a 14-year-old boy who, while on the phone with his father, heroically directed rescuers to save his sister, mother, and others. Tragically, he later succumbed to his injuries.

The Council also condemned misleading claims by some media outlets that Vanuatu’s tourism infrastructure remains “largely undamaged.”

“What is Vanuatu’s tourism infrastructure?” the Council asked. “Is it just the larger foreign-owned resorts?”

Tourism operators were further criticised for statements suggesting that tourists should continue visiting to ensure economic flow, with one remarking: “While we don’t want to seem insensitive about it, the best thing that people can do is actually come to Vanuatu because if they don’t come, then the money doesn’t flow into the people’s hands.”

In response, the VTO stated that they acknowledge the devastation caused by the earthquake, as outlined in their Christmas statement posted on 24 December 2024.

Their hearts, full of remorse and comfort, go out to the families of loved ones who were casualties of the 17 December earthquake.

The Office agrees that Vanuatu is a disaster-prone nation, as stated by the PVCC. Though this earthquake is one of the major disasters to have affected the country recently, it is not the first. Their statement emphasised the resilience of the Vanuatu people after every disaster they have faced over the years and highlighted how community spirit, cooperation, and culture have taught them to rely on their togetherness, resilience, and hope for rebuilding and recovery.

“One of the ways of showing resilience in times of these disasters is our smile,” the VTO stated.

“Since 2015, after Tropical Cyclone (TC) Pam, the Office has used the value of our smiles in its crisis communication strategies. Smiles bring warmth, friendliness, and hospitality to our visitors and locals, aiding recovery.

“Our Vanuatu smile has contributed to the tourism brand by highlighting our friendliness. These elements have been a focus of the VTO’s positive messaging to international consumers, showing that Vanuatu is friendly, hospitable, and ready with smiles to welcome everyone back to our shores for their holidays and best experiences.”

The VTO reiterated that Vanuatu’s economy relies on tourism as part of the trade in services sector, contributing up to 11% of GDP.

“This includes both direct and indirect contributions that tourism provides to our nation’s socio-economic development,” it stated.

“Since the earthquake, the Department of Tourism quickly responded by undertaking an assessment of all tourism industry operators in Port Vila and Efate.

“Assessment reports confirmed that over 70% of tourism operators in Efate and Port Vila are operational. Therefore, from a business continuity perspective, the VTO had a duty to share the message that we are open for business and that our warm, friendly, smiling people are ready to receive international visitors.”

The VTO added that the Government, through the Council of Ministers (COM), highlighted the need for commercial flights to resume on 22 December 2024, following assessments conducted as part of the State of Emergency (SOE).

“This further emphasised the importance of sharing positive messages about the friendliness of our smiling people, affirming that we are resilient and slowly rebuilding after the earthquake’s devastation,” it stated.

“Vanuatu tourism welcomes visitors to help with recovery and rebuild our economy because, together, we will overcome this disaster once more.”

The PVCC countered this perspective, urging tourists to postpone—not cancel—their holidays and, if possible, to donate their vacation funds to local organisations directly aiding those most affected by the disaster.

“Past disasters, including COVID-19, have taught us nothing, obviously,” PVCC’s statement reads. “The messaging from mainly foreign tourism businesses following the 17 December earthquake shows the ugly side of the tourism industry, which prioritises money over our people’s wellbeing.”

The Council said such attitudes are not aligned with Ni-Vanuatu values. They expressed sadness and disappointment that the tourism industry’s focus on economic recovery has overshadowed the need for collective mourning and healing.

“Vanuatu is a disaster-prone country, but the type of tourism we continue to promote supports a money-driven approach, insensitive to our losses. Foreign tourism operators, the tourism office, and non-indigenous citizens must remember they are in a country with custom values, particularly regarding mourning for our dead. If you cannot share or respect our values, it is probably time to reconsider investing elsewhere.”

The PVCC concluded by urging potential visitors to delay their trips, citing ongoing challenges.

“We cannot guarantee your safety at this time. We are still experiencing significant aftershocks,” the Council added. “Many vulnerable communities face water security and housing issues. Potential weather could cause flash flooding due to earthquake impacts on river systems. We are still mourning the loss of our loved ones. We need time to process all this. Please, at least give us that.”

As Vanuatu grapples with this latest tragedy, the Council’s message is clear: the country’s immediate priority is the wellbeing of its people, not its tourism economy. Respect and empathy must take precedence during this difficult time.