Papua New Guinea is preparing to strengthen its position in the global tourism market with a new national destination brand, Kam, Yumi Raun! (Come Explore With Us!), designed to raise international awareness and attract more visitors.
The Papua New Guinea Tourism Promotion Authority (PNGTPA) unveiled the brand and logo at the PNG Tourism Summit and Trade Exhibition 2026 at APEC Haus in Port Moresby, marking a new phase in the country's efforts to establish a recognisable identity in the international tourism market.
Developed in partnership with Trove Tourism Development Advisors, the brand will provide a consistent identity for international marketing campaigns, digital platforms, travel trade engagements and promotional activities.
The tagline was developed through research involving local communities, regional consultations and international travellers. It reflects four priorities: inviting visitors to explore PNG, celebrating its people and cultures, showcasing its natural environment and adventure opportunities, and encouraging authentic experiences rather than mass tourism.
PNGTPA Executive Manager for Marketing and Promotions Joel Keimelo said the brand placed Papua New Guineans at the centre of the country's tourism identity.
"Papua New Guineans told us who they are, and this brand lets them say it to the world. Kam, Yumi Raun! (Come Explore With Us!) is more than a tagline. It is an invitation from our people to the world to experience our country, discover our cultures and appreciate the natural beauty and diversity that make Papua New Guinea unique," Keimelo said.
Danny Cohanpour, chief executive and founder of Trove Tourism Development Advisors, said more than 5,500 people had contributed to the research and development of the brand.
He said the findings reflected the country's national identity and its potential to distinguish itself from competing tourism destinations.
Research conducted by Trove found that 84 per cent of surveyed past visitors rated PNG's natural environment as very or extremely appealing, while 80 per cent gave the same rating to the warmth and generosity of its people.
However, 59 per cent of surveyed travellers who had never visited PNG said they were only slightly familiar with the destination, highlighting the need for stronger international promotion.
The new brand will showcase tourism experiences across the country's four regions, including diving, trekking, birdwatching, adventure activities and cultural heritage.
PNGTPA said increased international arrivals could generate opportunities for local businesses, accommodation providers, tour operators and transport services, while supporting tourism investment and employment.
The authority expects the brand to underpin its international marketing campaigns from early 2027, positioning PNG as a distinctive destination and encouraging more travellers to explore its natural attractions and cultural diversity.
