Vanuatu’s major tourism showcase, TOK TOK Vanuatu is underway in Port Vila, marking the return of the event after a four-year absence – and a renewed sense of optimism for travel to the country.
At TOK TOK 2023, 60 tourism suppliers will meet with around 40 buyers, almost half of whom hail from Australia. Representing the nearly 20-strong Aussie contingent are delegates from Flight Centre, Helloworld, Ignite Travel, Omniche Holidays, Luxury Escapes and Expedia, among others.
While this represents an overall smaller event than the record 2019 edition, at which some 85 sellers met with 65 buyers, TOK TOK 2023 could be the most important show yet.
Sitting down with Karryon at the event, Vanuatu Tourism Office (VTO) CEO Adela Issachar Aru said TOK TOK 2023 was “critical” in reconnecting with buyers, especially with those from the country’s biggest source market, Australia.
“So with borders opening in 2022 and hosting TOK TOK again, for us, it’s about reconnecting with the market … recreating your moments and just experiencing Vanuatu as who we are,” she said.
“It’s important that we get the buyers into the destination to see, touch and feel, and experience how great destination Vanuatu is – right from our accommodation offering, right to the adventure activities we have an offer.”
Aussie comeback
On its number one visitor market, Australia, Issachar Aru said the market had bounced back “quite strong” in the first six months after borders opened on 1 July 2022.
“It [Australia] represents over 60 per cent of our market share. And over 80 per cent were here for holidays,” she added.
Growth in the Aussie market was also strong in the first six months of 2023.
“In terms of our investment in-market, Australia is quite key for us.”
Beyond Vila
While families, couples, honeymooners and other traditional markets have returned to Vanuatu, “quite interestingly, from the Australian market, we’re seeing a demographic of people from 20 years up until 40 or 50 who are interested in going further than Port Vila”.
“They’re going to Santo, going to Tanna for the volcano experiences”, and beyond that still.
“Usually every year from April to June, we have the bungee jumping in the island of Pentecost. So we’re starting to see those queries coming through,” Issachar Aru explained.
VTO can expect even more enquiries after TOK TOK.
More than a tradeshow
Along with the b2b tradeshow component, TOK TOK 2023 comprises 2-3 days of famil trips around the main island of Efate and multi-day adventures to Santo and Tanna island after the event.
At the opening of the tradeshow, Vanuatu Deputy PM and Acting Minister of Tourism and Trade Hon. Matai Seremaiah Nawalu said TOK TOK would be “an opportunity for us to strengthen existing partnerships and develop new ones”.
“By fostering mutually beneficial relationships, we can create a vibrant ecosystem of trade that not only benefits Vanuatu, but also contributes to the progress and prosperity of our global economy.”
Themed ‘Moments in the Making’, TOK TOK 2023 is took place at the Warwick Le Lagon – Vanuatu.
In June, Vanuatu PM Ishmael Kaisakau visited Brisbane to help launch Air Vanuatu’s direct Brisbane–Espiritu Santo route. “You don’t need a visa, you can rock up anytime,” he said at the event.
Earlier this year, popular Aussie television program Travel Guides visited Vanuatu.
