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As part of the Pacific Tourism Data Initiative (PTDI), the Vanuatu Tourism Office (VTO), in partnership with the Pacific Tourism Organisation (SPTO), has announced the successful implementation of the International Visitor Survey (IVS) - an initiative that marks a significant step toward data-driven decision-making for the nation’s tourism industry, ensuring that policies and strategies are aligned with market trends and visitor expectations.

This project has been supported by the New Zealand Ministry of Foreign Affairs and Trade (NZMFAT), reinforcing the role of international partnerships in sustainable tourism development.

Why the International Visitor Survey Matters
Hospitality and tourism analysts have pointed out that the IVS is a crucial tool for collecting data on visitor experiences, spending patterns, and overall satisfaction. These insights are expected to play a pivotal role in shaping tourism policies, improving visitor services and strengthening infrastructure to meet the needs of international travellers.

Key objectives of the survey include:

Supporting Policy Development & Strategic Planning - Providing stakeholders with accurate data to drive informed decisions in the tourism sector.

Understanding Visitor Behaviour & Economic Impact - Offering a clear picture of how tourism contributes to the local economy, guiding investments in the industry.

Enhancing Services & Infrastructure - Identifying areas where improvements are needed to create a seamless and memorable visitor experience.

Tourism boards across the Pacific have been reported as looking at Vanuatu’s implementation of the IVS as a model for data-driven tourism development, potentially influencing future regional tourism strategies.

Encouraging Visitor Participation Through Incentives
To ensure widespread participation, it has been reported that visitors completing the IVS were automatically entered into a prize draw, with one lucky respondent winning NZ$500. Stakeholders have pointed out that this incentive ensures fairness and transparency in data collection while encouraging higher response rates from travellers.

The results of the survey are set to be made available through the Vanuatu Tourism Office website, the SPTO website and various industry reports and publications.

Visitors to Vanuatu have been invited to participate in the IVS by completing a short 10-15 minute online survey, sent via email using Department of Immigration Departure Data. It has also been mentioned that future prize draws will continue to encourage participation.

The Impact on Vanuatu’s Tourism Development
Industry professionals have suggested that this initiative is part of a broader movement toward data-driven tourism governance in the Pacific. By understanding visitor trends, destinations such as Port Vila, Espiritu Santo, and Tanna Island will be better positioned to offer tailored experiences, improve infrastructure, and enhance sustainability efforts.

SPTO officials have reiterated that data collection and analysis are key to ensuring long-term tourism growth. It has been noted that insights gained from the survey will help shape marketing campaigns, refine visitor experiences, and guide investment in accommodation, transport, and cultural attractions.

Global Implications for Tourism Policy
Experts in sustainable tourism have remarked that Vanuatu’s proactive approach could serve as a case study for other island nations seeking to strengthen their tourism resilience through data collection. With climate change and evolving traveller preferences reshaping the industry, accurate and reliable data will be essential for long-term destination management.

Moreover, the IVS aligns with international best practices in tourism analytics, helping Vanuatu position itself as a leading destination for sustainable and well-managed tourism growth.

Recognising Contributions and Looking to the Future
The Vanuatu Tourism Office has expressed gratitude to all participants who contributed valuable insights through the survey. It has been stated that visitor feedback plays a direct role in shaping the future of the nation’s tourism industry, ensuring that Vanuatu remains a premier travel destination in the Pacific.

In a statement, SPTO Chief Executive Christopher Cocker has emphasized that the International Visitor Survey is a powerful tool in strengthening tourism strategies. He has reaffirmed SPTO’s commitment to supporting Vanuatu’s tourism sector, ensuring that the country benefits from data-driven, sustainable growth.

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