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46
What has been the progress and achievement(s) over the last 12
months? (continued)
Government of Vanuatu
• Vanuatu continues to diversify (nature based, soft adventure activities) and promote new
tourism experiences from the authentic and unique environment and cultural features
that it offers. It has also launched its fi rst ever dedicated global brand campaign, “Discover
What Matters”.
• The National Tourism Development Offi ce which has been renamed Department of
Tourism, has also seen an increase in staff capacity to address its main focus on improving
destination management matters especially in the areas of: improving competitiveness
of the destination; ensuring balanced tourism development throughout the islands;
establishment and maintenance of quality standards; ensuring ecologically sustainable
tourism development; and facilitating increased ni-Vanuatu participation and ownership
of tourism businesses.
South Pacifi c Tourism Organisation
Accelerating development of emerging geographic and niche markets
• China: SPTO conducted aggressive promotional campaigns in the emerging market of
China by leading Pacifi c (15 countries) presence at the World Expo 2010 Shanghai from
May-October 2010; trade workshops for 52 Chinese tour operators from 3 Chinese cities;
two months television documentary on Pacifi c destinations aired on CCTV, China’s
biggest television network; familiarisation & educational visit to the Pacifi c of Chinese
travel agents.
• Europe: SPTO represented the Pacifi c at ITB Berlin 2010 and 2011 with fi ve countries
exhibiting under the South Pacifi c Umbrella (Cook Islands, Samoa, Solomon Islands,
Tonga and Vanuatu). The event hosted more than 11,000 exhibitors from all over Europe
and globally with buyers given information on Pacifi c niche market products and growth
opportunities.
• Australia and New Zealand: SPTO participated in seven trade events in Australia and
NZ during 2010. The target of an average of almost 100,000 travel-ready consumers to the
Pacifi c region has been met during the period over the seven events. SPTO’s representation
also covered 14 Pacifi c member countries and 140 private sector members. SPTO’s
primary objective was realised by reaching the travel-ready audience with information on
destination and niche products of the region, for example sport fi shing, diving, yachting,
and whale watching.
Improving access to Pacifi c destinations by air and sea
• Discussions have been ongoing with regional airlines and 14 national tourist offi ces in the
Pacifi c region on the need for closer collaboration towards a regional strategy. Air Pacifi c
has indicated its willingness but has warned of the limitations caused by high cost of fuel
and limited passenger capacity.
• SPTO in collaboration with the South Pacifi c Cruise Alliance (SPCA), which consist
of six Pacifi c country representatives and several Port Authorities in the Pacifi c, had a
joint presence at the Miami SeaTrade (world’s biggest cruise show) in 2010 and March
2011. SPTO facilitated the Pacifi c presence at the event through fi nancial and technical
support for the Pacifi c participants to meet the key players in the global cruise shipping
industry.
Continuing to build the capacity of small and medium service providers to cater to current and emerging
international markets and generate employment opportunities
• Tourism small and medium sized entrepreneurs audit and needs assessment was carried
out for 79 properties in three countries: Fiji (47), Tonga (24) and Kiribati (8). The audit
was specifi cally for small and medium sized entrepreneur accommodation providers