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Marketing Representation Services in NEW CALEDONIA for the Vanuatu Tourism Office (2022- 2024)

Expression of Interest (EOI)

The Vanuatu Tourism Office (VTO) is looking to secure the professional services of a Marketing Agency to support our efforts in continuing to increase market destination awareness which includes the conception of creative ideas, the organization of media pitching and press release, hosting of media and trade events including famils, development of brand partnerships and regular reporting on market campaigns and initiatives.

The contract will be for 2 years with a 2-year extension based on mutual agreement and performance.

The VTO would like to hear from any suitable qualified businesses or individuals interested in taking on this exciting representation role. Details to aid the submission of your proposal are detailed below.

The agent can be based in Port Vila but most preferably to be already based in Noumea, New Caledonia.

Objective of the Representation

Implement marketing programs that commence the tourism recovery across Vanuatu by maintaining positive and productive relationships that grow tourism visitation, yield and dispersal across the country.


Tourism directly contributed approximately 18% to GDP, and 46% indirectly as cited by numerous regional and international reports. In Vanuatu tourism supports a wide range people including tourism business owners, handicraft sellers, transport providers, landowners and agricultural producers to name a few.

Historically New Caledonia has been the second largest travel market for Vanuatu, representing 12% of total visitation and yield. The largest visitation from New Caledonia to Vanuatu was in 2019, with a total of 14,688 visitors spending approximately $813 USD per trip. 

The Vanuatu borders have been closed for the purpose of tourism and travel since March 2020. This obviously has had a devastating impact on the broader economy including the tourism industry in Vanuatu.

Borders are now expected to open in the first 6 months of 2022.

Once safe travel to Vanuatu is permitted there will be a need for a significant omni-channel marketing campaign to be implemented over the first 12 to 18 months. As our closest neighbour travel between Vanuatu and New Caledonia for tourism purposes is varied from long weeks, to events, and new adventure experiences. There is a significant amount of business travel and also visiting friends and relatives.

A background fact sheet is attached as reference material.

Strategic Platforms

Destination marketing for Vanuatu is led on by the recently developed brand positioning and creative platform of Answer the Call of Vanuatu. More information can be found here www.vanuatu.travel/en/answerthecall.

The Market positioning and brand pillars of Vanuatu in the Tourism Market is that “Vanuatu delivers a real-life changing adventure by offering a more exciting way to relax.”

The Vanuatu Sustainable Tourism Strategy was released in 2021 to implement the Government’s policy and ensure that tourism in Vanuatu is more inclusive of the local community and the benefits of tourism spread more broadly.

The Vanuatu Tourism Market Development Plan 2030 (released in 2019) lays out the platform for source and target markets. This plan will be reviewed following updated research and the initial stages of recovery from the COVID-19 pandemic.

Also released in 2020 was the Vanuatu Sustainable Cruise Tourism Development Strategy which provides forward thinking strategies for this important sector, once cruising resumes in the Pacific and to Vanuatu.

Recovery Marketing Program

Once borders re-open there will be a singular focus on recovery marketing programs and securing travel to Vanuatu in the short to medium term.

The Vanuatu Tourism Office is working for a 4-stage process towards border reopening.

1. Tourism Ready - Facilitate activities and policies that prepare Vanuatu and its citizens for border opening and safe travel for Vanuatu citizens, business connections, and international visitors.

2. Market Ready – Ensure Vanuatu and its tourism and aviation stakeholders are prepared for welcoming back international visitors through demand generating activities.

3. Market Opening – Implement marketing campaigns to create awareness, interest, and demand for Vanuatu in a competitive environment to generate economic benefit and dispersal of benefit.

4. Sustainable Demand and Market Diversification – implement programs that focus on product development and supporting market diversification for the long- term growth and benefit to Vanuatu. Maintenance on tradition business models must be maintained.

The successful representation provider will be involved in supporting all stages of this process.

Expression of interest

Please submit an Expression of Interest in your preferred format inclusive of the following

  • Agency profile, credentials and other relevant information
  • Profile of key team members
  • Sampling of current and recent client list with testimonials
  • Examples of successful marketing and communications campaigns
  • Agency fees and examples of campaign costs

A Terms of Reference (ToR) can be obtained to prepare submission for the contracted service, by contacting Mr. Paul Pio, Short Haul Markets Manager at the Vanuatu Tourism Office on email address – This email address is being protected from spambots. You need JavaScript enabled to view it.

Closing Date of Submission

All Interested businesses, candidates, or consortiums are to provide written proposals by the Friday 11th March 2022 to VTO’s Chief Executive Officer, Mrs. Adela Issachar Aru (This email address is being protected from spambots. You need JavaScript enabled to view it.) and copy the VTO’s Short Haul Markets Manager, Mr. Paul Pio (This email address is being protected from spambots. You need JavaScript enabled to view it.) with specific reference entitled ‘Tourism Services Representation New Caledonia’.