Vanuatu has reinforced the importance of aviation and cruise tourism to its visitor economy following the successful conclusion of the 2026 Vanuatu Tourism Market Forum in Port Vila.
Hosted by the Vanuatu Tourism Office (VTO) in partnership with regional and national tourism stakeholders, the two-day forum brought together tourism leaders, aviation executives, cruise representatives and travel industry partners under the theme “Gateway to Growth – Australia, Aviation & Cruise”.
Australia remains a priority market
A major focus of the forum was strengthening Vanuatu’s position in Australia, its largest international visitor market.
Industry leaders explored collaborative marketing opportunities between tourism operators, wholesalers and resort owners, while discussions also examined changing consumer booking behaviours and strategies to increase visitation.
The forum also marked the launch of the Vanuatu Tourism Marketing Strategy 2026–2028, outlining plans to focus marketing investment on priority markets while pursuing long-haul growth opportunities.
Aviation and cruise in the spotlight
Delegates received updates on aviation capacity, regional route development and initiatives designed to improve connectivity throughout the Pacific.
Cruise tourism also featured prominently, with discussions focusing on sustainable cruise development, maritime border improvements and opportunities to further develop the yachting sector.
The forum highlighted the important role aviation and cruise connectivity will play in supporting Vanuatu’s long-term tourism recovery and economic growth.
Industry leaders share regional insights
The event featured keynote presentations from Pacific Asia Travel Association (PATA) outgoing Chairman Peter Semone and South Pacific Tourism Organisation (SPTO) Chief Executive Officer Christopher Cocker, who shared insights into Asia-Pacific travel trends and future demand for Pacific holidays.
Delegates also explored opportunities to strengthen Vanuatu’s position as an adventure tourism destination through digital marketing initiatives and enhanced visitor experiences.
Community development remains a focus
The second day of the forum highlighted inclusive tourism development, community readiness and the growing role of Vanuatu’s creative industries.
A Vanuatu Made Fashion Show showcased three women-led local businesses, demonstrating how fashion and creative arts can strengthen tourism while creating economic opportunities for local communities.
VTO Board Chairman Gideon George said the forum reinforced a united approach to rebuilding the visitor economy.
“By synchronising our destination strategies directly with international airline partners, cruise operators and our trade network in Australia, we are paving a resilient, high-value pathway forward,” George said.
“This forum is about taking data-driven insights and turning them into practical, income-generating realities for our local businesses and communities.”
