The Vanuatu Tourism Office has launched its Vanuatu Tourism Marketing Strategy 2026-2028, targeting 120,000 overnight arrivals by the end of 2026 and 150,000 annual visitors by 2028 with Australia in its sights as the single largest source market.
Australia accounts for more than 60 per cent of the South Pacific nation’s air arrivals and the destination’s new three-year roadmap puts the Aussie market front and centre as it shifts from post-disruption recovery to what it describes as strategic, sustainable growth.
The three-year strategy was unveiled at the third Vanuatu Tourism Market Forum from 19-20 June 2026 and sets a clear trajectory: 120,000 overnight arrivals by the end of 2026, 150,000 annual visitors by 2028, and a national goal of 200,000 international visitors by 2030.
Who Vanuatu wants to attract
The plan focuses marketing investment on two psychographic segments: Experience Collectors and Adventure Seekers, described as culturally engaged, curious travellers eager to push personal boundaries in a destination that feels raw, wild and authentic.
While Australia remains the priority, Vanuatu will also nurture short-haul demand from New Zealand and New Caledonia and use in-market representatives to build a cost-effective trade and digital presence across Europe, Asia and North America to reduce its reliance on any single market.
Beyond Port Vila: the push to the outer islands
A central pillar is geographic dispersion, spreading visitors and tourism income more evenly across Ni-Vanuatu communities rather than concentrating them in the main hub of Port Vila on Efate.
The strategy targets a 10 per cent annual increase in visitors travelling to outer islands, including Espiritu Santo, Tanna, Malekula, Pentecost and Vanualava, supported by aviation connectivity such as the second weekly direct Brisbane-Espiritu Santo service now operating with Solomon Airlines.
That push dovetails with a focus on high-yield niche segments: yacht cruisers, expedition cruise passengers, divers and business events groups, all of whom typically stay longer and travel further into remote areas.
How the campaign will reach travellers
The marketing approach is built around the four stages of the consumer decision-making journey: building global awareness, deepening consideration, driving direct conversion through wholesaler campaigns and tactical partnerships, and then fostering loyalty and repeat visitation.
Moving away from polished advertising, the Vanuatu Tourism Office will centre community storytelling and the voices of Ni-Vanuatu ambassadors, supported by AI for trip planning, revamped digital booking portals and short-form video content on social media.
KARRYON UNPACKS: With Australians driving more than 60% of Vanuatu’s air arrivals, the trade emphasis on wholesaler campaigns and tactical partnerships signals where the support will land. The pivot beyond Port Vila to Santo, Tanna and Pentecost, plus the focus on cruise, dive and yacht segments, gives advisors additional scope to create inspiring itineraries for clients.
