East Asia & the Pacific

IFC Marketing Helps to Ignite Investor Interest in Vanuatu Beachfront Sites

For hotel investors, the Pacific nation of Vanuatu is an ideal destination: an island paradise surrounded by a pristine coastline with a promising tourism sector offering large beachfront plots for development.

But with little information about the most promising resort locations, investors find it difficult to take the first step. To fill the void, IFC developed a suite of state-of-the-art marketing tools showcasing a range of high-quality tourism sites.

IFC, in partnership with the government, produced nine brochures complete with glossy pictures of white sandy beaches and descriptions of appealing local attractions, all designed to ignite investors’ interest. To accompany the brochures, the team also produced a Vanuatu Department of Tourism-branded video showing five of the leading sites, interwoven with snippets of local tourism information.

Each site has been thoroughly scoped, complete with government approvals and clearance from land owners who are keen to experience the economic benefits from developing their land, including more job opportunities.

“We like to see a tourism development in our area,” said Jack Kallon, a local landowner whose site is profiled in the brochures. “We have been longing for that many years ago.”

In the past, a lack of resources has meant landowners and government have not been able to carry out preliminary due diligence and market the most promising sites to potential investors.

 “This has made it difficult for investors to know about these opportunities, let alone sponsor a project,” said Kathy Khuu, IFC Investment Policy Officer. “With the new marketing materials, the government and IFC can now provide interested sponsors with the right information.”

Sealing the first deal will be the next step. IFC’s investment team has prepared four in-depth business cases to pitch to interested investors, with the option of IFC co-investing. The Vanuatu government can now promote the sites to international investors, helping landowners inch closer to realizing the potential of their land and benefitting from it for years to come.