Not just the wreck: Why Vanuatu caught our attention and what other dive businesses can learn from it

• June 6, 2026
• Market Insight

In March, the HelloDive team attended the South Pacific Tourism Exchange (SPTE) and undertook a 10-day field trip across Vanuatu. The visit formed part of our broader destination development plans following HelloDive's recent appointment as the exclusive Chinese market partner of Pacific Dive, one of Vanuatu's leading dive operators.

7 Reasons Vanuatu caught our attention

Before arriving, we already knew what had brought us there: the legendary SS President Coolidge wreck, one of the world's most iconic wreck dives.

What we did not expect was how much more the destination had to offer.

Here's what we discovered - and why we believe the lessons extend far beyond Vanuatu.

1. Visa-free access for Chinese travellers

Chinese passport holders can visit Vanuatu visa-free, removing one of the biggest barriers to travel planning. This makes the destination significantly more accessible for Chinese travellers compared with many competing destinations.

2. An iconic wreck accessible to divers of different levels

What impressed us during the visit was not just the 200-metre-long SS President Coolidge itself, but also how approachable the diving experience can be.

With careful guidance from highly experienced technical dive guides, even novice divers can explore certain sections of the wreck at depths of around 30 metres. Advanced divers, meanwhile, can experience one of the wreck’s most memorable moments: switching off their torch and watching marine life softly glow in the darkness of the ship.

3. Blue holes, dugongs and protected marine ecosystems

Vanuatu also offers compelling experiences beyond scuba. Its crystal-clear blue holes provide exceptional conditions for freediving, snorkelling and underwater photography, attracting a different segment of underwater enthusiasts. Certain areas also offer opportunities to encounter dugongs, while extensive marine protected areas support healthy reefs and diverse marine ecosystems.

4. The power of Mount Yasur volcano

Many dive destinations offer excellent underwater experiences. Very few offer something equally dramatic above the surface.

Mount Yasur, one of the world’s most accessible active volcanoes on Tanna, demonstrates how powerful this combination can be. The ability to pair world-class diving with a truly unforgettable land-based experience creates a destination proposition that is difficult to replicate elsewhere.

5. Authentic culture and friendly people

Vanuatu does not always deliver the polished hospitality experience that travellers may be used to in more mature tourism destinations. Service can be simple, sometimes slow, and often refreshingly unfiltered.

Yet somehow, that is also part of its charm.

What stood out to us was not professional hospitality, but genuine human warmth. People were consistently friendly, approachable and willing to help. Whether walking through town, visiting local communities or travelling between islands, we felt a strong sense of safety and welcome.

6. Strong interest in the Chinese market

Throughout our meetings with tourism operators, hotels and industry stakeholders, we found a genuine willingness to better understand Chinese travellers and explore future opportunities together. The enthusiasm we encountered gives us confidence that Vanuatu is serious about growing its presence in the Chinese market.

7. Better connected than many expect

Port Vila is only 2 hours from Nadi, and Espiritu Santo is 3 hours from Brisbane. Vanuatu is far more accessible than many travellers realise. This convenience not only attracts Chinese divers who live in Australia or New Zealand, but also creates opportunities for multi-destination itineraries, particularly for travellers already visiting Fiji and other South Pacific islands.

What can we all learn from this?

While you certainly cannot change your country’s visa policies or build an active volcano, our time in Vanuatu reinforced several lessons that destinations and tourism businesses everywhere can apply.

The strongest products go beyond diving

The President Coolidge may have brought us to Vanuatu, but it was the complete experience that convinced us of its potential.

Chinese leisure divers increasingly want more than great diving. They want nature, culture, adventure, food, wildlife, photography opportunities and memorable stories all wrapped into a single trip.

For individual dive businesses, the question is simple: what value are you providing beyond the dives themselves?

Local recommendations, insider knowledge, useful content, unique experiences and destination expertise can all become part of the product. And the businesses that help travellers imagine the entire journey are often the ones that close the sale.

No single business creates a destination

Building on the point above, while individual businesses can offer great products, collaboration is often what transforms good products into great destinations.

One example that stood out during our visit was the close working relationship between Pacific Dive and Espiritu Hotel. From accommodation and transfers to diving logistics and guest support, the two businesses work together to deliver a smoother overall experience.

Strong partnerships between dive centres, accommodation providers, tourism boards, transport companies and local businesses create stronger products, better guest experiences and ultimately more opportunities for everyone involved.

Markets reward those willing to engage

One of the most encouraging observations from this trip was the enthusiasm we encountered when discussing the Chinese market.

None of the operators we met claimed to be experts in Chinese travellers, but what impressed us was their willingness to listen, ask questions and explore new ideas.

Too often, businesses delay action because they feel they need to fully understand a market before engaging with it. Others simply hesitate because they are afraid of getting it wrong.

In reality, markets evolve constantly, and learning usually happens through participation rather than preparation.

You do not need all the answers on day one. What matters is being open, responsive and genuinely interested in understanding your future customers.

If travellers feel welcomed, they are far more likely to engage. If they feel ignored, they notice that too.

Protect what makes your destination special

It's still hard to believe how beautiful and untouched Vanuatu is.

Protecting what makes a place special goes beyond environmental initiatives. It means operating responsibly, maintaining professional standards, respecting local communities and caring for the natural environment that visitors come to experience.

Increasingly, Chinese travellers notice these things. They notice when operators genuinely care about their destination, and they notice when they do not. And for better or worse, everything eventually finds its way onto social media.

Authenticity cannot be manufactured. Protecting what makes your destination special - and operating responsibly within it - will always be one of the strongest investments you can make in your business.

Final Thoughts

Like any emerging destination, Vanuatu still faces challenges. Building awareness, improving connectivity and developing tourism infrastructure all take time. As Vanuatu continues to grow, we are excited to play a small part in that journey through our partnership with Pacific Dive and our efforts to introduce the destination to more Chinese travellers.

If your destination, tourism business or organisation is also exploring opportunities in the Chinese market, we would be happy to share our experiences and hear about your plans.

Acknowledgements

Last but not least, we would like to thank all the suppliers, partners and industry stakeholders who supported our visit, met with us, or shared your time and insights during our Vanuatu field trip. 

In alphabetical order:

• Adventures in Paradise

• Big Blue Vanuatu

• Blossom Holidays

• Breakas Beach Resort

• Holiday Inn Resort Vanuatu

• Melanesian Hotel

• MG Cocomo Resort
  

• Pacific Dive

• Sisi Travel

• Solomon Airlines

• The Espiritu Hotel

• The Grand Hotel & Casino

• Vanuatu Tourism Office

• Volcano Island Divers
  

• White Grass Ocean Resort & Spa