Tourism Operators Embrace Digital Tools to Reach Global Market

The Papua New Guinea Tourism Promotion Authority (TPA), in partnership with the Pacific Trade Invest (PTI) Australia, successfully delivered the Advanced Digital Tourism Workshop to strengthen digital strategies for PNG’s online tourism presence on Tuesday 24 June at the Lamana Hotel Famagusta Room, in Port Moresby.  The full-day event brought together key tourism stakeholders and operators to explore innovative digital ideas.

Trade Commissioner for PTI Australia, Tim Martin, spoke about PTI Australia’s Digital Tourism Program, a long-running initiative supporting Pacific tourism operators with tools and training to improve their digital capabilities.

Martin introduced the Digital Tourism Program as well as highlighting the importance of strengthening online visibility and bookings for PNG tourism businesses.
“Digital transformation is not a luxury—it’s a necessity. PTI Australia is proud to walk alongside PNG’s tourism operators as they embrace digital tools that connect them directly to the global traveler,” said Martin.

The core of the day’s program was delivered by Craig Smith from Counterpoint, PTI Australia’s digital service provider, who led the technical training.  Smith emphasized the importance of utilizing digital tools such as SEO, social media, Online Travel Agents (OTA), and secure payment systems.
“The goal is to turn your websites into your most powerful sales agents. With the right strategies, even small operators in PNG can reach international markets and increase direct bookings significantly,” said Smith.

The workshop covered essential topics such as strategies to increase direct bookings via websites, leveraging search engine marketing (SEM), balancing OTA partnerships, and creating cost-effective social media campaigns. Attendees also explored how to effectively use Google’s digital tools, including Google My Business and Hotel Ads.

Further sessions focused on secure, automated payment processing for accommodation and tour operators, introducing solutions such as Hotel Link Pay and Nabooki. These tools are part of a broader push to streamline the booking experience and boost customer confidence across the Pacific’s tourism industry.

The afternoon sessions included a review of key learnings, steps for ongoing support and onboarding, and a vote of thanks from the PTI Australia team.  One-on-one meetings between facilitators and participants followed, offering tailored advice to help operators begin their digital transformation journey.

Managing Director for VilLink Tours & Expeditions and the Chairlady for Milne Bay Tourism Association, Maleta Martha Tokwakwasi thanked TPA and PTI for the insightful workshop.
“One of the most valuable takeaways from the workshop was understanding online booking and cancellation policies. As tourism operators, we need to be prepared when a client changes their mind or cancels, and this session gave us real clarity on how to manage those situations professionally.
The one-on-one consultation with Craig Smith was also incredibly useful—it gave us tailored insights into improving our website and online presence, which is crucial for a business like ours,” said Tokwakwasi.
She also added that the training should be conducted at a grassroot level for local tour operators to understand digital tools.
“PTI and PNGTPA have taken a great step forward with this digital workshop. But we strongly encourage that these programs be extended beyond the major centers. Our remote communities and grassroots operators also deserve access to digital tools and training to help grow their small tourism businesses,” said Tokwakwasi.

PTI Australia’s Digital Tourism Program, established in 2012, has supported over 300 websites across the Pacific region, generating more than AUD 10 million annually in online bookings. By equipping local tourism operators with user-friendly websites, booking tools, and digital marketing strategies, the program continues to elevate the region’s visibility and competitiveness in the global tourism market.

TPA’s Executive Manager for Marketing & Promotions, Joel Keimelo, highlighted TPA’s role in developing and marketing the country’s unique tourism experiences.
“Papua New Guinea’s tourism sector holds immense potential. Through partnerships like this with PTI Australia, we’re equipping our operators with digital capabilities that can unlock new markets and drive sustainable tourism development across the country,” said Keimelo.◼️