Vanuatu Tourism Office launches ‘Vanuatu Uncovered’ campaign

The Vanuatu Tourism Office (VTO) has launched ‘Vanuatu Uncovered’, a new consumer marketing campaign designed to reach an estimated seven million Australians. Running until 21 November, the initiative utilizes social media platforms such as TikTok, Instagram, Facebook, and YouTube to showcase the authentic daily lives and traditions of the Ni-Vanuatu people.

Departing from previous marketing strategies, the campaign focuses on lived customs rather than performances staged for visitors. The series consists of five episodes filmed across Efate, Espiritu Santo, and Tanna. Featured stories include the ancient art of water music at Riri Blue Hole, the spiritual connection to the Mount Yasur volcano on Tanna, and traditional canoe carving in Port Olry.

The campaign is an extension of the ‘Answer the Call of Vanuatu’ brand established in 2019, aiming to transition Australian consumer awareness into travel intent by highlighting the nation's unique cultural heritage.