PNG to be repackaged as tourism destination

By JOSHUA ARLO
PAPUA New Guinea is being repackaged as an international tourism destination.
To carry out this initiative, the local industry has just engaged a consultancy group to re-brand the country’s tourism products and re-launch them into the global tourism market.
The three-man consultancy group is composed of Andrew Blakemore, Didier Bellue and John King, who are engaged in international tourism repackaging.
They are in the country to conduct a six-week exercise to gauge the views from different stakeholders to find a “brand” name for PNG.
Their outfit called Blue Sky has been awarded the contract to carry out this project for local tour operators.
Yesterday, Tourism Promotion Authority chief Peter Vincent said their objective is to work towards its brand development and management to identify an appropriate brand image and unique positioning for PNG which reflects the experiences offered and increases the destination’s appeal.
Mr Vincent said to achieve these they are holding workshops, the first of which began last Saturday in Alatou, with the second one to be held in Port Moresby.
Other workshops will be held in other centres such as Kokopo and Lae amongst others.
“As a PNG tourism brand, it needs to be embraced and adopted not only by TPA, but by provinces, the tourism industry and organisations responsible for the promotion and marketing of PNG to the outside world,” Mr Vincent said.
He said earlier brand names promoting PNG like “paradise” or “experience” were “too broad and confusing”.
Mr Vincent said brand has another role and that is to allow local people to see their own country in a different light.