AUSTRALIAN travellers are very much in the sights of the PNG Tourism Promotion Authority’s (PNGTPA), with the country this week expressing an interest to ramp up activity in Australia to incentivise more trips as part of a new new four-year Corporate Plan.
The baseline objective will be to increase Aussie visitation by 3% year-on-year, and to achieve the goal, PNG plans to increase digital and marketing activity in the country by 10% annually, as well as develop a specialist cultural program in Australia and New Zealand.
The program will see look to promote the unique cultural and natural appeal of Papua New Guinea, a country whose idiosyncrasies are largely unknown to the Australian populous despite its close proximity.
Public relations campaigns in Australia have also been flagged, specifically to counter negative perceptions of the country and more properly define its overall brand image.
“We will continue to grow and expand our distribution channels through partnership with our overseas destination marketing representatives and key stakeholders like PNG Foreign Missions and Air Niugini in
Australia,” the report stated.
PNG has also called for a greater investment in tourism services education over the next four years, maximising the value of tourism research, expanding SMART policy planning, and strengthening the country’s sustainable tourism credentials.
Although not a primary feature of the report, an examination about how PNG can increase cruise ship tourism was also flagged.