If you’ve ever daydreamed about swapping Sydney’s smog for a steaming volcano or ditching deadlines for diving with dugongs, then Vanuatu’s latest tourism push might be just the nudge you need. The Vanuatu Tourism Office (VTO) has officially flung open the digital gates to its new ‘Adventure Passes’ campaign, an open invitation for Australians to “Answer the Call of Vanuatu” — and do it with a sense of adventure, a snorkel, and possibly a cocktail in hand.
Launching this week and running through 10 August, the campaign is designed to rekindle Australia’s love affair with Vanuatu following the December 2024 earthquake. It reminds us that while tectonic plates may shift, the Vanuatu spirit does not. It thrives.
The campaign is expected to reach over 7 million Australians, not by smoke signal but via a sharp multi-channel approach across digital, video, audio, and social platforms. All roads—or, in this case, all clicks—lead to Vanuatu.travel/au/deals, where travellers can pick up enticing deals on travel, accommodation, and experiences.
The Vanuatu Tourism Office’s latest campaign assets
A Boarding Pass to Island Bliss
The clever twist? The ‘Adventure Passes’ campaign reimagines the humble boarding pass — usually a symbol of cramped legs and overpriced in-flight sandwiches — into something far more inviting: a golden ticket to adventure across one of Vanuatu’s 83 jaw-droppingly diverse islands.
Whether you fancy a snorkel among reef-strewn shallows in Efate, a trek through the Jurassic beauty of Espiritu Santo, or a peek inside the fiery crater of Mount Yasur on Tanna — affectionately dubbed the world’s most accessible active volcano — Vanuatu is ready and waiting with open arms and a warm “Welkam.”
“We need to re-ignite confidence and excitement for Australians to visit,” says Adela Issachar Aru, CEO of the Vanuatu Tourism Office. “Vanuatu’s Adventure Passes campaign is our invitation to Aussies — come snorkel, explore, hike, fly, and be part of something unforgettable. There’s a reason people come for the beaches and return for the culture.”
She’s not wrong. There’s something about Vanuatu that goes beyond the standard “sun-lounger-with-cocktail” tropes. It’s the people. The kastom (custom), the fire dancing, the villages where time seems politely disinterested in the 21st century, and the sheer raw beauty of a place that still feels unfiltered and unspoilt.
Not Just a Pretty Postcard
What makes this campaign tick is its blending of cultural authenticity and nature-based escapism — a combo Aussies are increasingly craving post-pandemic. It’s not just a sales pitch; it’s a genuine invitation to reconnect with nature, community, and, perhaps most importantly, oneself.
Suzy Smiley, Managing Director of Apparent — the Sydney-based creative agency behind the campaign — explains their vision:
“Adventure Passes brings to life the incredible diversity of Vanuatu in a way that feels accessible and exciting. We’re proud to work with the VTO and help Aussies rediscover just how close, welcoming and remarkable Vanuatu really is.”
The campaign’s tone is confident yet kind, exotic without being unreachable. That’s a neat trick in a market where every island is waving for attention like a sunburnt backpacker at the airport taxi rank.
Only a Hop Away
One of Vanuatu’s most excellent unsung perks? Proximity. A mere three-hour flight from Australia’s east coast — roughly the time it takes to navigate Sydney traffic on a rainy day. The destination is served by four carriers — Qantas, Virgin Australia, Jetstar and Solomon Airlines, making it more accessible than ever.
“There are some amazing deals available right now,” adds Aru. “Whether it’s your first time or your fifteenth, Vanuatu is still the same warm, welcoming destination — and it’s calling.”
The Bottom Line
In a world saturated with “bucket lists” and “once-in-a-lifetime” hashtags, Vanuatu’s ‘Adventure Passes’ campaign strikes a sincere note. It reminds us that travel isn’t just about ticking boxes — it’s about experiences that breathe, pulse, and stay with you long after the sand has been rinsed from your socks.
So, if you’re yearning for a getaway rich in culture, abundant in adventure, and just a few snoozes away from Australia — now’s the time to answer the call.
Visit Vanuatu.travel/au for deals, inspiration, and that well-earned boarding pass to bliss.
By Christine Nguyen
