1 2016 Prepared by: Marketing & Research Division Papua New Guinea Tourism Promotion Authority P. O. Box 1291 Port Moresby Papua New Guinea Phone : Fax : Website :
2 This is the final total visitor arrivals report for PNG in The report presents the trends and market analysis of all short-term international visitors into PNG, strongly emphasizing on holiday visitors. It is reported by source market and purpose of visit to the country. The report also presents summary tables and graphical analysis of annual and monthly trends to observe historical performance of tourism in the year compared to the previous years. Additional marketing briefs are also included based on recent research to compliment the visitor arrivals trend from the key source markets. 1.1 Executive Summary Despite the challenges, Papua New Guinea recorded 197,632 international visitors in 2016, a slight decrease of 0.5% or less 1,053 arrivals compared to 2015, with visitors injecting an estimated K1.95 billion into the national economy. Out of the total visitors to the country, Holiday represented 20%, Business 35%, VFR 6%, Employment 23%, MICE 3%, while Education, Sports and Other at 1% each. Holiday arrivals to the country performed well by recording an increase of 5% in 2016, compared to the holiday arrivals recorded in The healthy growth in holiday arrivals was contributed by more cruise ships to the country and marked the ninth year to see growth in this sector, though there was a slight decrease in 2009 due to the global financial crisis that affected many destinations around the globe. The trend picked up again in 2010, showing an 8% increase in holiday arrivals, and continued through to The healthy growth in holiday arrivals was a result of the PNG Tourism Promotion Authority working in partnership with the industry players and key stakeholders to promote the destination, as well as carrying out more awareness and product developments in the model provinces. The healthy trend is expected to continue in 2017 as TPA has set out clear long-term plans to grow the tourism industry in Papua New Guinea, and as TPA leads to implement and achieve these objectives, tourism in the next years will be a significant contributor to the economy. Percentage Distribution by Purpose of Visit 2016
3 Most of the visitors from America (53%), Japan (40%) and European markets (55%) were strongly holiday/leisure-oriented, while the majority of the visitors from Australia (45%) and Asia (42%) were more on business. However, holiday arrivals from the Australia, NZ and Oceania markets increased in 2016 compared to The huge increase in holiday arrivals from Australia & New Zealand was a result of more cruise tourists in Holiday Arrivals by Source Markets 2016/2015 Source Market Change % +/- Australia 24,677 23, New Zealand 1,776 1, Oceania 1,386 1, China 1,502 1, Japan 1,451 1, Malaysia Philippines 1, Indonesia India Other Asia 5,028 5, UK 3,833 3, Germany 2,420 2, France Other Europe 1,696 1, USA 6,520 6, Canada Other America Africa Others Total Holiday 56,744 54,023 2,721 5% Annual Holiday Arrivals Trend by Source Market ( )
4 Holiday arrivals from most of the key source markets performed well in 2016 compared to The healthy growth in the holiday segment was a result of carrying out more marketing activities in the markets under the new brand and tagline A MiLLiON DiFFERENT JOURNEYS. On the total holiday arrivals, 49 percent came from the Australian market, followed by the US Market with 12%, UK 7%, Germany 5% and New Zealand 4%, while Japan, China and Oceania contributed 3 percent each. Total Europe markets made up 4 percent of the total holiday arrivals, followed by Canada with 2%, while the combined Asian Market contributed 8% to the holiday arrivals in Holiday Arrivals Distribution by Source Market 2016 The New Zealand market has performed well in 2016 by gaining the third position after Australia and USA, as a result of more coordinated marketing activities extended to other parts of New Zealand s main cities by the TPA Sydney Office under the new brand. 1.2 Key Source Market Performance Australian Market The Australian market continues to remain the highest single source market for Papua New Guinea. It accounted for more than 45 percent (88,092) of the total arrivals in 2016, recording a slight decrease in total arrivals by close to 2 percent compared to 2015 arrivals. Most of the visitors from the Australian market were on business visits (42%), while 28% accounted for holiday. The total (air + cruise) holiday arrivals from the Australian market recorded an increase by 4 percent, while business arrivals decreased by 0.4 percent compared to the 2015 arrivals from the market. Air arrivals from Australia dropped as a result of the decline in trekker numbers on the Kokoda Track in 2016.
5 Annual holiday arrivals from the Australian Market As it can be seen above, strong growth in holiday arrivals from the Australian market was from 2005 to 2008, and that was a result of opening a new TPA office in Sydney. The TPA office in Sydney was able to carry out more marketing activities targeting tourists from all around Australia. One of it being the development of a comprehensive website for visitors to browse through and make travel decisions. Recently, the TPA Board appointed another new marketing representative and the new team have come up with new marketing techniques to grow tourist numbers from the market. Thus in 2010, the PNG Tourism Promotion Authority Office in Sydney has launched a TPA Australia face book & twitter page to service as a platform to support and carry out marketing activities in this market and boost tourist numbers from the market. Most of the tourists from Australia came to PNG by cruise ship. Japan Market Japan is one of Papua New Guinea's key source markets, and one of the high spending markets for Papua New Guinea. Growth in visitor numbers has improved in 2010 after performing poorly in The healthy growth in 2010 was a result of launching the additional flight by Air Niugini on the PNG/Japan route and the appointment of a new marketing manager for the PNG TPA Japan Office, who has come up with new marketing initiative to grow the market share for Papua New Guinea. The Japan market recorded an increase of 17% in holiday arrivals in 2010, while the business sector also show an increase in 2010 compared to 2009 arrivals. Since 2011, holiday arrivals from Japan started to drop and remained stagnant in the last 5 years. This was the result of the chain of disasters that triggered by the 9.0 magnitude earthquake in northern Japan on March 11, 2011 that hampered growth of Japanese outbound tourists since April 2011.
6 However, Air Niugini s suspension to its Wednesday services to Narita, on 7 th September 2010 had also contributed to the drop in arrivals from the market. About 2 percent of the total arrivals in 2016 were from Japan and most of the visitors from the market were holidaymakers (48%), while 37% came for business and 15% for other reasons. Most Japanese tourists travelled to PNG by Air in As seen from the graph (below), an upward trend developed in 2005 for the Japanese tourists visiting Papua New Guinea. However, in 2006 and 2007 PNG lost its market share by 26% and 25% respectively. The reason for the drop in tourist numbers from Japan market in those years was due to a drop in outbound travel in 2006 and 2007, which affected most of the long-haul destinations (including Australia & New Zealand and the Pacific Island countries). There had been a shift in offshore travel to Asia in those years, away from traditional longer-haul destinations. Papua New Guinea recording the drop in 2006 and 2007 was also contributed by the drop in cruise ship arrivals from the Japan market, together with some PX cancellations from the market. An upward trend from the Japan market was experienced in 2008 and 2010, which was a sign of the efforts put in by the new marketing representative appointed by the PNG Tourism Promotion Authority Board. The new marketing strategies put together for the market will start to boost tourist numbers in 2017 after recovering from the damage caused by the earth quake and opening up an additional PX flight to Narita. Annual holiday arrivals from the Japanese Market North American Market The North American market collectively generated about 8% (15,079) of the aggregate arrivals in 2016, reflecting a decrease by 4% from 15,791 arrivals in 2015.
7 Between 2003 and 2009, total arrivals from the US increased by around 88 percent, and in 2009 arrivals from the market declined by 14 per cent, with arrivals being slightly impacted by the financial crisis in the United States. In 2010 arrivals picked up well and recorded an increase of 26 percent after a slow growth in the first quarter. With the positive sign, Papua New Guinea remains well positioned for growth with good air access and a favorable exchange rate. The TPA Los Angeles Office has been working hard to promote Papua New Guinea under the new brand A MILLION DIFFERENT JURNEYS in the North American Market. Visitors from the US rate PNG s environment and the activities we have on offer more highly than other markets, showing that PNG s offering as a destination fits well with Americans from our target market. In particular PNG has very strong appeal as a niche destination among North American travellers interested in the outdoors, adventure and culture. Despite being our second largest holiday market, New Papua New Guinea continues to attract only a tiny proportion of US outbound travellers and awareness remains low. In Canada, interest in Papua New Guinea was strong, but has slightly dropped back in the aftermath of the global economic downturn and slowly starting to improve. Annual holiday arrivals from the American Market As it can be seen from the graph, the trend in holiday arrivals from the US market picked up well since 2003, but dropped in 2007 and 2009 due to the down turn in the US economy. The US economy has fallen into a deep recession in 2008, and the entire world tourism market has suffered. However, Papua New Guinea has benefited in 2008, recording a strong growth due to the stable PNG Kina at that time and the strong marketing efforts put in by TPA in this market to resist any unforeseen threats in the future. In 2016, holiday arrivals from the USA market dropped by 5 percent compared to the previous year. Below is a similar holiday arrivals trend from the Canadian market.
8 Europe Europe is a valuable holiday market for Papua New Guinea with long staying visitors who like to engage in multiple activities. The Europe market comprise of the United Kingdom, Germany, France, Netherlands and other smaller contributing European countries. As PNG's fourth largest holiday markets, the United Kingdom and Germany are the key focus of Papua New Guinea Tourism Promotion Authority s international marketing, trade and public relations activities. However, the smaller European markets have shown their resilience over the past months, despite the negatives, and many present good growth opportunities for the Papua New Guinea Tourism Industry. In 2016, visitor arrivals from Europe show a decrease of 7 percent, with holiday arrivals posting a growth of 7 percent. The UK and Germany were the major contributing markets. The collective European markets accounted for 8% percent (15,634) of the total arrivals. United Kingdom represented 44 percent (6,974) of arrivals from the market, Germany generated 21 percent (3,276) and France accounted for 9 percent (1,516), while the other European markets contributed 26 percent to the total Europe arrivals. Even though there was a drop of 24 percent in the European markets in 2005 compared to 2004, it picked up exceptionally well in 2005, 2006 and In 2016, the healthy growth continued with UK, France and Other Europe recording an increase by 7%, 2% and 55% respectively. In 2009, visitor arrivals from the markets dropped due to the global financial crisis and picked up well in 2010 through to Holiday arrivals from UK and France remain strong and the Papua New Guinea Tourism Promotion Authority Frankfurt Office continues to run the new marketing campaign with the tagline A MILLION DIFFERENT JURNEYS and working closely with travel sellers in this market, to ensure British & Germans keep Papua New Guinea on their wish lists. The new brand campaign has also been extended to other parts of Europe including France, the Netherlands and Switzerland, where growth opportunities have been identified.
9 Annual holiday arrivals from the European Market It can be clearly seen from the trend that the markets performed well in 2004, 2006, 2007 and 2008, while a drop on bona fide tourists was experienced in 2005 and 2009 as a result of the growing terrorism threats amongst the European countries in 2005 and global financial crisis experienced in In 2006, 2007 and 2010, situations have slowed and European tourists re-gained confidence and wanted to travel to long-haul destinations. Most of the bona-fide tourists traveling to PNG were motivated by the PNG Tourism Promotion Authority s effective marketing and promotions of tourism products in the region. The notable one was the inviting of more travel writers and film crews from Europe both by TPA and industry partners to channel the tourism products to targeted consumers in the region and participating in travel/trade shows to generate demand amongst wholesalers/retailers from Europe. In 2016, the European market performed well, but below expectation. Annual holiday arrivals from the Chinese Market In the Asian region, China is a potential market for Papua New Guinea and represents 6% of the total arrivals. There was a drop in holiday visitors from the collective Asian market in 2009, but the Chinese market continued to maintain the upward trend that was developed since As it can be seen from the trend below, the steady growth which started in 2005 is expected to continue in the future due to the signing of the Approved Destination Status (ADS) between PNG and China and opening of the new TPA office in Shangai. PNG TPA s new plans to develop marketing strategies in the Chinese market and carry out marketing activities in Chinese language will boost tourist arrivals from the market.
10 Other Asian Markets The other Asian markets collectively represented 16 percent of the total arrivals (45,183), with an increase of 23 percent compared to the total arrivals in A higher number of the visitors were age between and years. Most of the visitors from the Asian markets visited for business and employment reasons. However China and other Asian markets recorded an increase in holiday arrivals in 2016 compared to The increase in holiday figures from China or Africa could not be real as most of those coming for business or employment might register as holiday visitors to avoid cost on visa, but the fact that we must accept is that China is PNG s potential market in the Asian region after signing the Approved Destination Status (ADS) between the two countries and opening up the new TPA office in Shangai. Therefore, future marketing activities in the Chinese market and other Asian markets will boost holiday tourists from the Asian region. After dropping back in 2009, outbound travel has started to rebound, and more Asians are travelling overseas for holidays than ever before, with 2010 showing increase in outbound travel. Contributing factors are renewed confidence after the Influenza A (H1N1) Swine Flu impact and financial crisis, more flights in and out of Asia, and growth in travel to China around the Shanghai World Expo. This positive outbound trend was reflected in visitor arrivals to Papua New Guinea, which grew by 23 percent in Asian tourists are often seen as just one category - package tourist, but there are other categories. By recognizing these categories and catering for them better, Papua New Guinea has a great opportunity to take advantage of growth in the number of Asian including Japanese holidaying overseas. In the past most of the Japanese/Asian tourists preferred package tours. Today however, many Japanese/Asian have already experienced overseas travel, so their desires are changing. As a result, travel agencies in Japan are providing various kinds of new services to attract customers, where PNG tourism operators can take advantage of maintaining a close relation with the Japan travel agencies and wholesalers.
11 Annual holiday arrivals from the Asian Market As seen from the above graph, a significant growth was experienced from the Asian markets since 2003; however, in 2008 there was a drop of 14% due to the global economic crisis, which affected most of the emerging Asian and the Pacific Island countries. The economic crisis has posed uncertainties in the exchange rate in destinations around the globe causing fear amongst potential travelers as they become concern over the purchasing power of their currency in other countries. As a result of the global economic crisis, most countries around the world have lost their tourism market share, while others including Papua New Guinea survived. The steady growth in tourist numbers from the major source markets was due to the stable economic condition in PNG combined with a strong marketing and promotional efforts put in by the PNG Tourism Promotion Authority in the key source markets. For PNG, only the collective Asia and the Oceania recorded a decrease in holiday visitors in 2008, which slowly picked up in 2010 and expected to continue through to 2017 and beyond. Oceania Holiday arrivals from Oceania in 2016 indicated an increase of 20 percent compared to the total arrivals in Most of the visitors from this market came for MICE and business reasons (43%), while 18 percent visited for holiday. New Zealand New Zealand contributed about 5 percent (10,265) of the total arrivals in 2016, which was an increase of 2% compared to Both the holiday and business segments recorded increase with the holiday showing a significant increase by 13% compared to the 2015 holiday arrivals. Refer to graphs below. The New Zealand market maintained a steady growth in the last five years due to more cruise tourists from the market.
12 Annual holiday arrivals from the Oceania Market Annual holiday arrivals from the New Zealand Market The holiday market from New Zealand picked up slowly in 2004 and 2005, and in 2006 and 2007, the upward trend continued on a higher note, recording an increase of 34%, while in 2008 the performance continued the upward trend, which show an increase of 12% compared to the 2007 holiday arrivals. The healthy trend continued through to The increase was a result of opening the new TPA office in Sydney and the new web-site development, where a lot of quality promotion was done (through this office) to attract more Australian and New Zealand tourists.
13 1.3 Areas visited by international visitors in PNG Main Area Change % +/- Western Prov 4,391 4, % Gulf Prov % Central Prov 4,259 4, % NCD (POM) 106, ,793 5,812 5% Milne Bay Prov 13,619 8,254 5,365 64% Oro Prov % SHP Mendi 5,923 8,690-2,767-31% Enga Prov 3,051 2, % WHP Mt. Hagen 6,326 5, % Simbu Prov % EHP Goroka 4,930 4, % Morobe Prov 13,660 14, % Madang Prov 7,596 8, % ESP Wewak 3,846 3, % WSP Vanimo % Manus Prov 5,537 4, % NIP Kavieng 6,795 7, % ENBP Rabaul 14,586 9,837 4,749 48% WNBP Kimbe 3,241 2, % NSP Buka % Hela 1,618 1, % Jiwaka % Kokoda 2,548 3,581-1,033-28% The high visitation to the Southern Highlands, Morobe and NCD are attributed to the increased business and mining activities in the areas, while most of those visiting Milne Bay, ENBP, Madang, New Ireland and WNBP are mainly due to the increase in cruise ships and tourism activities in these provinces. In 2016, ENBP, Milne Bay and Madang received the highest number of tourists, followed by Eastern Highlands, Western Highlands, New Ireland, WNBP and East Sepik Provinces. Most of the tourists that visited the coastal areas were cruise ship visitors, which made up more than 60 percent of the total visitation for the coastal provinces. From data collected last year, about 15 cruise ships visited Papua New Guinea and contributed about 10 percent or 19,123 visitors to the total arrivals in More than 98 percent of the cruise ship visitors were purely holiday makers while the remainder 2 percent came for business and other reasons.
14 1.4 Tourism Receipts (Estimate) According to the information from our Visitor Exit Survey: Total visitor expenditure in 2016 was estimated to be K1.95 billion, which was a decrease of 3% compared to the estimated K2 billion spent by visitors in Out of the total expenditure, it was estimated that genuine tourists had spent a total of K650 million, an increase of 20% or K110 million additional spending into the PNG economy compared to the K540 million spent by holiday-makers in The increase in expenditure by holiday makers was a direct result of the 2.5% increase in the VFR sector and increased length of stay in the country compared to Total Tourist Expenditure by Market Area (in 2016) Country Average length of Stay Tourists (Air + VFR) Daily Expdt. Average /Head Expenditure Total Expenditure %tage Kina US$ Kina ('000 US$) Share Australia 13 15, ,336 4, ,933,112 61,895, New Zealand 14 1,800 1,107 15,498 5, ,896,400 10,042, Pacific Islands 28 2, ,320 1, ,129,600 4,366, Japan 11 1,502 1,500 16,500 5, ,783,000 8,921, China 14 1, ,998 4, ,432,094 8,435, Philippines 14 1, ,782 4, ,454,970 8,443, Other Asia 14 9, ,968 3, ,393,760 34,341, United Kingdom 21 3, ,275 5, ,492,275 17,817, Germany ,720 7, ,511,360 6,304, France ,281 20,496 7, ,941,584 5,378, Other Europe 14 1,572 1,357 18,998 6, ,864,856 10,751, USA 16 7,437 1,088 17,408 6, ,463,296 46,606, Canada ,650 4, ,218,950 4,038, Africa ,996 3, ,239, ,221 1 Other Countries ,078 20,482 7, ,119,334 5,802, Total Average , ,427 78, ,874, ,594,
15 Summary of Short-Term Visitor Arrivals in the last six years ( ] In the last 5 years, Papua New Guinea s tourism industry has performed well, in terms of international tourist arrivals. In 2010, a total of 146,350 international arrivals was recorded, which was an increase of 18% compared to the other year. In 2011, the arrivals figure continued its upward trend by recording 164,993 international visitors, an increase of 13% compared to the 2010 arrivals, and the healthy trend continued through to 2015, while international arrivals to PNG in 2016 was recorded at 197,632, which was a slight decrease of 0.5 percent compared to Summary of International Visitor Expenditure In the last six years, tourism s contribution to the economy of Papua New Guinea was significant. In 2005, an estimated K494 million was spent in Papua New Guinea by foreign visitors, recording an increase of 21.8% compared to the other year. In 2006, tourism expenditure by international visitors was estimated at K560 million, an increase of 15.2% compared to the previous year. The upward trend continued and in 2007, an estimated K880 million was spent by tourists in PNG. In 2008, a total of K960 million was spent by international visitors in Papua New Guinea, recording an increase of 27% or an extra K80 million compared to the amount spent in the previous year. Total tourism expenditure in 2009 was estimated to be K1.2 billion, which was an increase of 30% compared to the amount spent by visitors in In 2010, an estimated K1.4 billion was injected into the national economy by the PNG travel and tourism industry. Out of the total estimated expenditure, bona fide tourists spent the most during their holidays in Papua New Guinea. In 2007, a total of K300 million was spent by bona fide tourists alone in Papua New Guinea. The total expenditure incurred by bona fide tourists in 2008 was K380 million, which was an increase of 27% compared to 2007 bona fide tourism expenditure.
16 In 2009, expenditure by bona fide tourists while in PNG was K360 million, which was less by K20 million compared to bona fide tourists spent in the previous year. The decrease in expenditure by holiday makers was a direct result of the 12% drop in our holiday arrivals in 2009 as a result of the global financial crisis and other international and domestic factors like the presence of swine flu threat amongst our key source markets including Japan, USA and Europe. PNG was also affected by the plane crash in Kokoda which saw trekking numbers decrease dramatically by more than 30 percent in However, the trend in 2010 and 2011 improved and bona fide tourists spent an estimated K440 and K450 million respectively in the country. The trend is expected to continue, and Papua New Guinea can benefit from the tourism industry in the future, if properly supported and managed.
19 Annual Visitor Arrivals Trend by Purpose of Visit ( )
20 Annual Visitor Arrival Forecasts in the next five years ( ) Note: Figures in bold are forecasts* The trends in the last ten years have been positive, and the holiday segment from most of our key source markets have been performing well. Most of the growths in visitor arrivals were within our target and that is to double the holiday figures every five years. However, the year 2009 did not perform well due to the global financial crisis as most potential and experienced travelers around the globe were cutting back on travel budgets and if they have to travel, they traveled within short distances or closer to home. We felt the effect in the last quarter of 2008 and continued through to The trend was clear from our 2009 holiday arrivals figure, where we recorded a negative growth of 12%. Most destinations around the Globe also experienced the downward trend in 2009, and according to the World Tourism Organization, global tourism dropped by 4% in In fact, our economy was well protected from the global economic crisis, but because of the fact that travel and tourism relates directly to people's household income, people travel when they have the money and because of the financial crisis, living standards in their country became expensive, most people lost their jobs and they had to cut down on luxury expenses like (travel) to meet the necessities of their everyday life. However, Papua New Guinea s tourism numbers picked up well in 2010 as TPA in partnership with the industry players were able to carry out planned tourism development, and marketing and promotional activities in the overseas markets. The tourism outlook for PNG is promising over the next five years, largely due to the expected strong economic growth in PNG and its major tourism source markets,
21 the TPA s marketing and promotion initiatives in the major markets, the proper recognition of the tourism sector by the PNG Government and the additional number of Air Niugini flights on the Japan, Philippines and China routes. The stable political environment of PNG will also secure destination for tourists. In the next five years ( ), international visitor arrivals will continue to grow at an average rate of 8% annually and by 2021 close to 300,000 visitors will have visited Papua New Guinea, spending an estimated revenue of some K3 billion into the economy. The growth will be supported strongly by the implementation of the TPA plans (including the master plan) and Air Niugini's plan to expand its flight services to other international and domestic destinations. Increased marketing activities by TPA and the development of new tourism products by the tourism industry players will also determine our predicted growth in visitor numbers into Papua New Guinea. The value of the PNG Kina has depreciated recently and more tourists choose to stay longer and spend more in Papua New Guinea, thus contributing significantly to the national economy. Please note that unforeseen events like natural disasters, political or economic crisis, non-implementation of plans, budget cuts and new developments in the tourism industry during the forecast period are not taken into consideration in our forecast model and the forecast will be updated annually by monitoring these events through research. For more information, contact: The Marketing & Research Team Papua New Guinea Tourism Promotion Authority P. O. Box 1291 Port Moresby Papua New Guinea Phone : Fax : Website :
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