New national tourism brand shaped by thousands of Papua New Guineans and international travellers to be officially launched in early 2027.

PORT MORESBY, Papua New Guinea | 13 October 2026 — The Papua New Guinea Tourism Promotion Authority (PNGTPA) will preview Papua New Guinea’s new destination brand today at the Papua New Guinea Tourism Summit and Trade Exhibition 2026, held at APEC Haus in Port Moresby.

A short brand teaser will be screened during the opening day of the two-day Summit, providing tourism industry stakeholders, delegates and media with their first glimpse of the new destination brand ahead of its official launch in early 2027.

A Destination Brand Shaped by Papua New Guineans

Developed over four months in partnership with Trove Tourism Development Advisors, a global tourism branding agency, and VERGE Papua New Guinea, a PNG-based branding agency, the new destination brand draws on extensive research and consultations involving Papua New Guineans, tourism stakeholders and international travellers.

The research process prioritised the voices of Papua New Guineans before testing the findings with travellers from around the world.

Key research activities included:

• 2,466 Papua New Guinea residents surveyed about national pride, identity and how they want their country represented internationally.
• 2,480 international travellers surveyed, including 1,604 recent visitors to Papua New Guinea and 876 people who had never visited.
• More than 600 tourism stakeholders and residents consulted through interviews, workshops and community sessions across the Highlands, Momase, New Guinea Islands and Southern regions.
• A competitive destination brand audit and sentiment analysis comparing Papua New Guinea with regional and international destinations.
• A social media and public relations audit examining Papua New Guinea’s representation in global media and online conversations.
• The national “Have Your Say” campaign, inviting Papua New Guineans to contribute their perspectives to the development of the new brand.

Reflecting the Identity and Pride of Papua New Guinea

The research revealed a significant gap between how Papua New Guineans feel about their country and how they believe it is represented internationally.

According to the resident survey, 96% of respondents expressed pride in telling others where they come from, while only 29% believed that Papua New Guinea’s portrayal to the world accurately reflected who they are.

The new destination brand aims to help bridge this gap by presenting a more authentic representation of Papua New Guinea, informed by the people who call it home.

“Papua New Guineans told us who they are, and this brand is built on their words,” said Joel Keimelo, Executive Manager, Marketing and Promotions, PNGTPA.

“Residents, travellers and tourism operators in every region shaped it. On Tuesday we give our industry its first look, and in early 2027 we take it to the world.”

Industry Preview Ahead of the 2027 Global Launch

The brand teaser presentation at APEC Haus marks an important milestone in PNGTPA’s destination rebranding initiative.

The industry preview will provide Summit delegates, tourism operators and media representatives with an introduction to the direction of Papua New Guinea’s new destination brand.

The full destination brand, including its official logo, tagline and brand film, will be unveiled in early 2027, followed by marketing and public relations activities across Papua New Guinea’s key international tourism markets.

The initiative forms part of PNGTPA’s ongoing efforts to strengthen Papua New Guinea’s destination identity and international tourism positioning.◼️