Vanuatu led the charge with a massive 130% surge in visits – its best July ever – as travellers look beyond Fiji to emerging destinations like Vanuatu and Samoa.
The new research from travelinsurance.com.au revealed that 71,710 Aussies travelled to the Pacific Islands in July.
Vanuatu’s July surge represents the third largest single month on record, with 8,400 trips marking the biggest July ever and sitting 8% higher than pre-COVID levels.
The destination has bounced back dramatically from a slow 2024 and December’s earthquake disruption, aided by promotional campaigns designed to rebuild tourism confidence.
Australia’s second-most popular Pacific island destination (55,930 annual visitors) demonstrates how strategic recovery efforts and authentic appeal can drive explosive growth, with pent-up demand, promotional pricing and viral social media discovery combining to deliver record visitor numbers.
The Pacific tourism boom extends beyond traditional favourites, with Samoa delivering a 52% increase in July visits (43,990 annual visitors), marking its biggest July ever.
This resurgence in alternative island getaways is driving overall regional growth as Australians seek fresh experiences.
While Fiji remains the Pacific’s tourism giant with more than 400,000 annual visits and solid 2.3% growth, the explosive growth in destinations like Vanuatu and Samoa shows Australians are increasingly diversifying their island holiday choices beyond the established favourite.
Australians made 668,390 trips to Pacific islands over the past year, with emerging destinations capturing disproportionate growth as travellers discover lesser-travelled gems.
“Vanuatu’s 130% July growth shows how Pacific destinations can turn challenges into opportunities,” said Shaun McGowan, CEO of travelinsurance.com.au.
“While Fiji maintains its spot as the clear favourite, we’re seeing Australians actively seek out lesser-travelled gems for more authentic island experiences.”
