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Kam, Yumi Raun! (Come Explore With Us!) invites the world to Papua New Guinea, in the words of Papua New Guineans
PORT MORESBY, Papua New Guinea, 16 October 2026: The Papua New Guinea Tourism Promotion Authority (PNGTPA) gave the country’s tourism industry its first look at Papua New Guinea’s new destination brand at the Tourism Summit and Trade Exhibition 2026 at APEC Haus, Port Moresby. Danny Cohanpour, CEO and Founder of Trove Tourism Development Advisors, presented the brand preview on Tuesday, 13 October. He unveiled the logo, the tagline Kam, Yumi Raun! (Come Explore With Us!) and the brand preview video.
Cohanpour walked delegates through the four-month process behind the brand, in which more than 5,500 residents and international travellers took part. He also introduced the majority Papua New Guinean team that built it. Delegates, tourism operators and government partners commended the brand throughout the day. PNGTPA will formally launch the brand in early 2027.
A majority Papua New Guinean team built the brand, with four organisations working together:
The new brand puts Papua New Guineans at the front. Past PNG campaigns showed landscapes, wildlife and aerial views, and rarely showed the people. Now, for the first time, Papua New Guineans themselves invite the world to visit, in Tok Pisin and in English. The Momase region asked the team to anchor the brand in a PNG-language word, and the Tok Pisin line delivers it. PNGTPA will always pair Kam, Yumi Raun! with its English translation, Come Explore With Us!, so every traveller understands the invitation.
The brand presents Papua New Guinea through its four regions and four sides of the country: diving, sport, culture, and nature and adventure. Together they show the range of experiences no other Pacific destination can match.
The logo is big and bold, built for a country of global importance with the richest nature and adventure on earth. As Cohanpour told delegates, it “can be seen from outer space.”
[Watch thePNG destination brand preview video]
The brand preview video tells the story of four Papua New Guineans, one from each region and each showing a different side of PNG, speaking to camera in their own words:
Port Moresby production company Cheyes Visuals filmed the video with Trove.
Residents, regional consultations and international travellers pointed to the same four requirements. The brand meets each one:
One idea ties the four together: “The bond between people and place is cherished in Papua New Guinea. Every visit is an invitation to honour that connection.” Residents named this bond, the regional consultations set its terms, and travellers confirmed it. 75% of past visitors say “local people, culture and land are closely connected” describes the PNG they experienced very or extremely well.
PNGTPA ran the consultation as the Have Your Say campaign, so Papua New Guineans could shape their own brand. Trove and VERGE Papua New Guinea asked residents first, met them in person in every region, then tested what they heard with travellers around the world. More than 5,500 people took part.
| Research stream | Scale |
| Resident Pride & Place Survey | 2,466 residents from all four regions, in English and Tok Pisin; 21,397 written answers read and coded one by one |
| In-person consultations, July and August 2026 | 600+ Papua New Guineans in workshops, community visits and one-on-one interviews in Port Moresby, Mount Hagen, Lae and Gabensis, and Kokopo; every province invited in person or by dial-in |
| Thematic focus groups | 8 groups and one-on-one interviews with leaders in sport, international trade, domestic trade, culture, heritage, tourism research, educational and medical tourism, and nature, dive and adventure |
| Steering committee | Public and private sector leaders who guided the work from start to finish |
| International traveller surveys | 2,480 international travellers: 1,604 who have visited PNG and 876 who have never been, including recent visitors reached through PNGTPA’s visitor records |
| Brand and PR audit | 15 destination brands reviewed; 2,942 online mentions of PNG tracked from 11 May to 1 July 2026 |
Pride runs deep across the country:
Residents also want the world to see them as they are. 55% want PNG known for the richness and diversity of its cultures and peoples, and only 29% say the way PNG is shown to the world today reflects people like them. The new brand closes that gap.
Asked how appealing each part of PNG felt looking back, past visitors rated the natural world (84%), the warmth and generosity of the people (80%) and cultural diversity (75%) very or extremely appealing. 82% of visitors are likely or very likely to return. Among the 876 travellers who have never visited, 59% say they are only slightly familiar with PNG, which gives the brand real room to grow awareness. Visitors and non-visitors alike said clear travel and safety information and trusted local guides would give them the confidence to book.
Four provincial tourism offices hosted and facilitated the regional consultations: the Western Highlands Provincial Government Office of Tourism, Arts & Culture (Mount Hagen); the Lae Tourism Bureau (Lae); the East New Britain Tourism Authority (Kokopo); and the National Capital District Commission (Port Moresby).
“Papua New Guineans told us who they are, and this brand lets them say it to the world,” said Joel Keimelo, Executive Manager, Marketing and Promotions, PNGTPA. “In early 2027 we take Kam, Yumi Raun! (Come Explore With Us!) to every market.”
“Papua New Guinea is big, bold and a place of global importance, so we built a logo that can be seen from outer space,” said Danny Cohanpour, CEO and Founder, Trove Tourism Development Advisors. “This brand belongs to Papua New Guineans. More than 5,500 people had their say, and Kam, Yumi Raun! (Come Explore With Us!) is their invitation to the world.”
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Whether you fall for our magnificent natural scenery and diverse cultural heritage, or the contrasts between our unhurried towns and buzzing cities, Papua New Guinea is guaranteed to leave a lasting impression on you.
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