Turning the corner for New Caledonia tourism thanks to a new strategy and brand

French Pacific territory of New Caledonia has unveiled an ambitious tourism recovery plan following episodes of violence and destructions on the island in Mai 2024. The relaunch aims at repositioning the archipelago as a more attractive, innovative, and competitive destination on the international stage.

Presenting the strategy on December 17, Christopher Gygès, the member of government in charge of economic attractiveness, stood alongside key travel trade partners including representatives from hotels, transports and the Chamber of Commerce and Industry.

The plan is part of a broader effort to revive New Caledonia’s international promotion after years of economic and tourism-related turmoil. Its central objective is clear: welcome at least 250,000 visitors annually by 2032, the year Brisbane is set to host the Olympic Games.

According to Gygès, New Caledonia now faces a historic opportunity to reinvent itself, unite public and private stakeholders, and build a robust tourism sector capable of diversifying the local economy. The government intends to significantly strengthen international marketing efforts through a coordinated approach involving institutions, airlines, hoteliers, service providers, banks, chambers of commerce, and training organizations.

“New Caledonia must move forward despite the challenges,” Gygès said. “Working together across public and private sectors shows that this plan is both ambitious and realistic. Recreating wealth is essential right now.”

Tourism is expected to once again become a key driver of sustainable growth, job creation, and international visibility, while undergoing a deep transformation marked by higher-end positioning, diversified offerings, and a focus on high-value markets.

Taxing cruises and airbnb

The recovery strategy will roll out in two phases: a concrete 100-day action plan designed to immediately restart momentum, followed by a structured roadmap through 2032 to build a sustainable and easily understood tourism model. A strong, unifying identity will underpin this new direction.

Financially, the government plans to boost the international promotion budget from 250 million to at least 400 million Pacific francs (USD 2.3 million to USD 3.7 million). 

The budget will be supplemented by revenues from a cruise tax and a forthcoming Airbnb tax. By the end of 2026, the budget is expected to reach nearly USD 6.4 million (700 million francs), with a long-term goal of USD 9.2 million (1 billion francs).

Restoring confidence and improving global visibility are seen as the first priorities. Efforts will focus on key markets such as Australia, New Zealand, and Japan, with joint campaigns involving airlines and tour operators, attractive flight-and-hotel packages, and the hosting of a major audiovisual production from 2026. A new Caledonian excellence label will also be introduced, emphasizing premium service, sustainability, and high-quality experiences.

Improving air connectivity is another cornerstone of the plan. Measures include competitive pricing strategies, attracting new regional and international airlines, restarting charter flights to Japan in 2026, and expanding transport-and-accommodation partnerships.

The strategy also calls for diversifying tourism through business events, sports tourism, and a year-round calendar of cultural and economic highlights, while supporting hotel investment, alternative accommodations, workforce training, and local know-how.

Finally, a new tourism brand will be created to replace the current slogan adopted in 2010. A public and industry consultation will soon be launched to define an identity capable of best representing New Caledonia on the global tourism map.

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