New VTO campaigns aim to boost visitor numbers in 2025

Adela Issachar Aru, CEO of the Vanuatu Tourism Office (VTO), has unveiled a strategic plan aimed at revitalizing the tourism sector in response to the recent Port Vila earthquake. These recovery efforts focus on reassuring international visitors that while the earthquake affected Port Vila, other parts of Vanuatu remain safe and ready to welcome tourists.

Aru stated that VTO has conducted an air passenger arrival survey and is currently undertaking reconstruction efforts. She expressed gratitude for the crucial role played by the private sector and businesses in providing booking data. This information will be compiled into a comprehensive report, expected to be completed by the end of the month, and will be shared with the Director-General of the Prime Minister's Office (PMO) and the recovery team to inform strategies for boosting visitor numbers.

VTO anticipates a significant recovery in visitor numbers by the second quarter of 2025, projecting that they will reach 40% of last year's total. This positive outlook is driven by strong consumer confidence, with 70% of travelers expressing interest in visiting Vanuatu as of December 2024. However, safety concerns following the earthquake have temporarily impacted booking volumes. Aru emphasized the need to reassure visitors that the earthquake's effects are limited to Port Vila and that the rest of the country remains unaffected.

Aru commended the government's decision to resume commercial flights on December 22, 2024, which facilitated the restoration of international routes to and from Port Vila. Airlines such as Qantas and Jetstar have reduced their flight frequencies to once a week, sparking rumors of cancellations. She clarified that these changes are temporary flight adjustments, not cancellations, and reassured tourism stakeholders that efforts are underway to work with these airlines to maintain connectivity.

To enhance Vanuatu's visibility and appeal, VTO has launched several promotional campaigns. Last week, a television program showcasing Vanuatu aired in Australia, along with special promotional airfares offered by Solomon Airlines. Additionally, a major campaign in collaboration with Fusion Holidays, Virgin Australia, and other key Australian tour operators is set to launch next week, targeting increased visitor numbers for April and May, which is typically a peak season for tourism.

Aru also mentioned a partnership with Ignite, a prominent Australian wholesaler specializing in promoting top hotels in Port Vila. She emphasized the necessity of reassessing accommodation facilities, such as hotels and resorts, to ensure that operations are unaffected by the earthquake, thus providing assurances to international partners. In addition to Australia, VTO is also expanding its promotional reach in New Zealand, New Caledonia, and the French market.

Promotional fares from Solomon Airlines connecting Auckland, Port Vila, and Santo are being leveraged in digital and social media campaigns in New Zealand. In New Caledonia, collaboration with Aircalin aims to position Vanuatu as a preferred destination for French tourists. Social media projects and influencer visits are also being rolled out to highlight the safety and attractiveness of Vanuatu destinations, including Santo and Tanna.

Ms. Aru concluded by reaffirming VTO's commitment to maintaining Vanuatu as a premier tourist destination. Through collaborations with airlines, wholesalers, and international markets, Vanuatu's tourism industry is poised for a strong rebound in the coming months.