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The Pacific Tourism Organisation, through its Pacific Tourism Data Initiative (PTDI), has partnered with the Vanuatu Tourism Board to share the findings of its ongoing consumer research, providing valuable data and insights into the value of the country’s tourism products, services and economic growth.
The International Visitor Survey (IVS) data was collected over a six-month period (July to December 2023) and is based on official visitor arrivals data by source market provided by the Vanuatu Tourism Board. During this period, a total of 1,075 responses were received, including 1,630 adults and 262 children.
These responses represent 4% of the tourists that arrived between July and December 2023. Vanuatu welcomed approximately 53,875 international tourists (via air), generating approximately US$107 million in revenue for the Vanuatu economy
In their survey responses, respondents cited several factors that influenced their decision to travel to Vanuatu, including:
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- Experience different cultures
- Quiet and relaxing atmosphere
- A variety of natural attractions, outdoor activities and experiences
- weather
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Acknowledging the collaboration, SPTO chief executive Christopher Cocker explained that PTDI is a New Zealand government-funded research project that specifically collects and reports on tourism information.
Mr. Kok also highlighted that the PTDI team had conducted internal training earlier this year. The workshops held under the PTDI programme for all ten countries enabled the sharing of knowledge among participating countries, tourism stakeholders and international partners, thus facilitating the exchange of best practices, lessons learned and innovative approaches to tourism data collection and analysis.
Mr Coker said: “Data is king and is the cornerstone of decision-making, planning and strategy. The next update for 2024 (IVS report January to June 2024) will be completed in October 2024. The published data insights enable local stakeholders (including government agencies, tourism operators and community organisations) to actively participate in the tourism data collection and management process.”
Similar sentiments were expressed by Pacific Tourism Organisation Board Chairperson and Vanuatu Tourism Authority CEO Adela Issachar Aru who thanked the Ministry of Foreign Affairs for providing financial support through the Pacific Tourism Organisation for the implementation of the Pacific Tourism Data Initiative (PTDI).
She mentioned that PTDI benefits Vanuatu as it empowers Vanuatu Trade Organisation and the industry at large to be able to make strategic and informed decisions for the recovery of the sector.
“The International Visitor Survey is an important and valuable consumer research for Vanuatu as it provides data and insights on visitor characteristics, perceptions of products and services on offer, and consumption behaviours,” Ms Issacha Aru said.
PTDI is a key project that collects, analyses and reports tourism data to support evidence-based decision making by government tourism agencies, businesses and communities in the Pacific. The initiative leads the implementation and collection of data for digital measurement and benchmarking dashboards to set standards for marketing and sustainable tourism indicators in the Pacific. PTDI is part of the SPTO Phase 2 Pacific Digital Tourism Transformation Project, funded by the New Zealand Ministry of Foreign Affairs and Trade (NZMFAT), and is committed to enabling evidence-based decision making through the publication of three key reports each year: the biennial International Visitor Survey (IVS), the annual Business Confidence Index (BCI) and the annual Community Attitude Survey (CAS) from ten Pacific Island countries (Cook Islands, Niue, Papua New Guinea, Samoa, Solomon Islands, Vanuatu, Tonga, Kiribati, Timor-Leste and Federated States of Micronesia-Yap).
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