National Destination Rebranding & Image Improvement Program

The Papua New Guinea Tourism Promotion Authority (PNGTPA) is leading the National Destination Rebranding & Image Improvement Programme—a national initiative to refresh how Papua New Guinea is presented, promoted and experienced as a tourism destination.

The programme will develop a refreshed national destination brand, strengthen PNGTPA’s corporate identity, and establish a clear communications and implementation strategy reflecting Papua New Guinea’s extraordinary cultures, natural environments and visitor experiences.

Guided by research and nationwide consultation, the refreshed brand will be shaped by the voices of Papua New Guineans, tourism industry representatives, government agencies, community leaders, visitors and other key stakeholders.

About the Project

PNGTPA is working with Trove Tourism Development Advisors and VERGE Papua New Guinea to undertake research, stakeholder engagement and consultation throughout the country.

The programme includes:

Regional stakeholder consultations
Consultations with key government and industry stakeholders;
A nationwide PNG Resident Survey;
An international Traveler Survey;
Tourism, market and destination-brand research;
Review of PNGTPA’s existing destination and corporate identities;
Development of a refreshed national destination brand;
Development of a PNGTPA’s refreshed corporate identity;
Preparation of a communications strategy and implementation roadmap.

The insights gathered through this process will guide how Papua New Guinea is positioned and promoted to domestic and international audiences in the years ahead.

The Journey So Far

The programme has progressed through national research, provincial reconnaissance visits, surveys, stakeholder interviews and regional consultations.

Recent milestones include:

Official launch of the National Destination Rebranding & Image Improvement Programme;
Provincial reconnaissance visits across Papua New Guinea;
Establishment of the National Project Steering Group;
Nationwide promotion and completion of the PNG Resident Survey;
Engagement with tourism operators, government agencies, industry associations, community representatives and other stakeholders;
Momase Region Consultation held in Lae on 16 July 2026;
Highlands Region Consultation held in Mount Hagen on 22 July 2026; and
New Guinea Islands Region Consultation held in Kokopo on 28 July 2026.

The consultation programme continues in Port Moresby with the Southern Region sessions, including participation from representatives of the National Capital District, Central, Gulf, Milne Bay, Oro and Western provinces.

The contributions received through these consultations will inform the development of Papua New Guinea’s refreshed destination-brand strategy and creative identity.

PNG RESIDENT SURVEY

Now Closed

The PNG Resident Survey officially closed on 20 July 2026.

PNGTPA thanks everyone who participated and shared their views on what makes Papua New Guinea unique and how our country’s cultures, stories, places and visitor experiences should be presented to the world.

The feedback received will contribute to the research and consultation findings informing Papua New Guinea’s refreshed tourism destination brand.

Participants who completed the survey were entered into the draw to win one domestic return airfare and K1,000 cash.

Winner Announcement Coming Soon

Follow the official Papua New Guinea Tourism Promotion Authority Facebook page for updates and the announcement of the competition winner.

Coming Soon

An International Traveller Survey will also invite past and prospective visitors, members of the Papua New Guinean diaspora, and friends of Papua New Guinea around the world to share their perceptions of the destination.

These international insights will complement the views gathered from Papua New Guineans and help identify opportunities to strengthen the country’s positioning in key tourism markets.

Further information will be published here when the survey is launched.

What Happens Next?

Following the research and consultation phase, the project team will analyse the findings and use them to develop strategic and creative directions for Papua New Guinea’s refreshed destination brand.

The next stages will include:

Consolidation and analysis of consultation and survey findings;
Development of the destination-brand strategy;
Development and testing of creative brand concepts;
Development of PNGTPA’s refreshed corporate identity;
Preparation of brand guidelines;
Development of a communications strategy; and
Preparation of a phased implementation roadmap.

Further updates will be published on this page as the programme progresses.

Why This Matters?

Papua New Guinea is unlike anywhere else on Earth. Our country is home to remarkable cultural diversity, dramatic landscapes, extraordinary biodiversity and tourism experiences that cannot be replicated elsewhere.

This programme is about developing an authentic, compelling and future-focused destination brand—one that reflects who we are, respects the voices and identities of our people, and strengthens Papua New Guinea’s position as one of the world’s most remarkable travel destinations.

Together, we are shaping the future of Papua New Guinea’s tourism story.

The Journey So Far...

Learn More

Read the official announcement of the National Destination Rebranding & Image Improvement Programme:

Papua New Guinea Launches National Rebranding & Image Improvement Project

For more information, email: info@papuanewguinea.travel