Vanuatu’s hotel sector has reported a “solid year” on the back of the destination’s first ever global marketing campaign, Discover What Matters.
Vanuatu Hotels and Resorts Association (VHRA) chairman Tony Pittar told Travel Today the campaign, the largest ever undertaken by the Vanuatu Tourism Organisation (VTO), had initially taken focus away from the tourism body’s day to day responsibilities.
But he said hotels were now starting to see the rewards with occupancies “significantly “ ahead of last year.
“What it did was provide better information to people about Tanna and Santo, the outer lying islands,” Pittar said. “More guests are saying we’re definitely going to see the volcano on Tanna because they just know about it now.”
Meanwhile, Fiji continues to provide stiff competition through its continued use of heavy discounting, but Pittar remained adamant Vanuatu would not follow suit.
“We’ve really maintained our prices because we’re seeing it as a long term thing, to focus on providing a great product and justify the prices that we’re selling at,” he said. “The whole of our product is getting better, there’s no doubt about it.”
A surge in boutique properties has helped to establish Vanuatu as a high-end destination, he added. His own property Eratap, the destination’s first high end resort, has since been joined by other such as Ratua and Havannah, but all are now prospering, according to Pittar.
“Business adds to business,” he said. “We’re all changing the perception of Vanuatu.”
