P O L I C Y S E T T I N G F O R I M P R O V E D L I N K A G E S B E T W E E N A G R I C U L T U R E , T R A D E A N D T O U R I S M

S t r e n g t h e n i n g t h e l o c a l A g r i f o o d S e c t o r a n d P r o m o t i n g H e a l t h y F o o d i n A g r i t o u r i s m

Tourism Trends in the Pacific and PNG

Challenges and Opportunities

27 May 2019, Port MoresbyChristina Leala Gale

Manager, Sustainable Tourism Development

THE PACIFIC

Our i s lands , env i ronment and cu l tu re are

yours to d i scover , exper ience, respect !

THE PACIFIC TOURISM OFFERING

OUR ISLAND ENVIRONMENT

PEOPLE

CULTURE

PRESENTATION OUTLINE

❖ S P T O i n b r i e f

❖ T r e n d s i n P a c i f i c T o u r i s m

❖ B r a n d i n g t h e P a c i f i c a s F o o d D e s t i n a t i o n s

❖ C h a l l e n g e s

❖ O p p o r t u n i t i e s

❖ W a y F o r w a r d

ABOUT SPTO

• Intergovernmental body for

tourism marketing and

development in the region

• Mandate: Market and Develop

Tourism in the Pacific

• 19 Pacific Island Countries

• Over 140 Private Sector

members

• China is a development

partner

• Member of CROP Agencies

• Multiple Partnerships

Key Areas of Focus

1. Coordination of regional tourism marketing programmes

2. Research and Statistics

3. Sustainable Tourism Development

4. Work guided by the Pacific Tourism Strategy 2015-2019 and the Strategic Plan 2020-2024

Key Platforms for regional representation

and influence

1. Focal Point for SPTO in PNG – Tourism Promotion Authority

2. TPA – a member of the SPTO Board of Directors, represented by CEO

3. Minister of Tourism represents PNG at the Council of Tourism Ministers

4. PNG and Air New Guinea – members of the Sustainable Tourism Board Sub Committee

5. All stakeholders in PNG can become members of the Pacific Sustainable Tourism Network (Facebook Group)

TOURISM TRENDS

IN THE PACIFIC

Europe 713 Million

(51%)

Asia

Pacific

343 Million

(24%)

Americas 217 Million

(15%)

Africa 67 Million

(5%)

Middle

East

64 Million

(5%)

International Tourist Arrivals 2018

Source: UNWTO Barometer January 2019

Source: NTOs, NSOs and SPTONote: Tourist Arrivals and Cruise Arrivals updated to 2018

Source: NTOs, NSOs & SPTO. Estimates (in red). In 2018, 2% growth compared to 3% in 2017 ( Palau decreased, Tonga – Cyclone Gita)

PICs ANNUAL VISITOR ARRIVALS BY DESTINATION

2014-2018

Destination 2014 2015 2016 2017 ® 2018% Share

2018 Data

Fiji 691,747 754,835 792,320 842,884 870,309 40.6 %

French Polynesia 180,602 183,831 192,495 198,956 216,458

52.0 %

Samoa 130,653 136,104 145,176 155,098 172,496

Cook Islands 121,458 125,132 146,473 161,362 168,760

PNG 191,442 190,581 147,833 142,943 121,503

New Caledonia 107,187 114,072 115,676 120,697 120,343

Vanuatu 108,811 79,279 95,117 109,108 115,634

Timor Leste 48,986 61,037 92,502 118,586 113,245

Palau 140,784 161,931 138,416 122,726 106,273

Tonga 50,436 53,731 59,130 62,136 54,046

7.4 %

Solomon Islands 20,070 21,623 23,192 25,709 27,866

America Samoa 21,603 20,335 20,050 19,987 20,221

FSM 35,440 30,240 29,485 - 19,207

Kiribati 5,111 5,426 5,118 5,663 6,826

Marshall Islands 4,876 6,311 5,332 6,034 6,761

Tuvalu 1,416 2,344 2,465 2,477 2,729

Nauru - - 3,038 - -

Niue 8,169 7,707 8,918 9,922 -

TOTAL 1,868,791 1,954,519 2,022,736 2,104,288 2,142,677 100 %

TRAVELERS’ VALUES ARE CHANGING

• Aspirations and core values of travelers are changing –environmentally responsible, seeking culturally rich and off-the-beaten track experiences, desire to give back to communities.

• Travelers want to immerse themselves in true authentic and unique experiences (Natural Beauty and Culture), with a “WOW” factor

SPTO’S INVOLVEMENT IN FOOD TOURISM

DEVELOPMENT at REGIONAL LEVEL SPTO’S CULINARY INITIATIVES

2014-2015

• Objective - to enhance the sustainability of

the country’s tourism sector through greater

use of local produce and less reliance on

imports

• conducted 3 regional and 4 in-country

Culinary Training Workshops

• 2 regional workshops in Fiji (11 PICs: Cooks Is,

Samoa, Niue, Tonga, Solomon Is, Kiribati, Vanuatu, Fiji,

PNG, Palau and Tuvalu)

CULINARY WORKSHOPS UNDER EU PROJECT

• 1 regional workshop in Samoa (Samoa, Tonga,

Vanuatu, American Samoa, Solomon Islands)

• 2 in country workshops in Samoa (Upolu & Savaii)

• 1 in country workshop in Tonga

• 1 in country workshop in Solomon Islands

• A total of 162 chefs trained

• Developed a network of Pacific Culinary

Contacts to share ideas and recipes etc.

• Developed strategic partnerships,

opportunities and funding resources amongst

developing partners (such as SPTO, PIPSO,

CTA, SPC-PAPP) that will strengthen the link

between tourism and the agriculture sector.

• Produced culinary training manuals and DVDs

LESSONS LEARNT FROM THE CULINARY WORKSHOPS

• Need for a Pacific Agri-Tourism and Seafood Strategy for the

Pacific encompassing a robust Pacific Chefs Development

Strategy

• Need for the Agriculture Sector to ensure consistency and quality

produce to the tourism industry

• Subsistence farmers to establish cooperatives to market their

supplies and link with the tourism industry

• Consistent culinary capacity building for member countries

needed

• Pacific Islands to establish Culinary Associations and a pool of in-

country qualified trainers

• Regular dialogue and strategic partnerships between

partners/donors to pool resources and avoid duplication

BRIEFLY ON

BRANDING…

BRANDING THE PACIFIC ISLANDS AS

FOOD DESTINATIONS

• Identifying the destination’s competitive IDENTITY

• Building a story that makes the destination

standout above competitors

• Consistent messaging across all communications

• About WHO YOU ARE

• Forms the basis of destination marketing

• Ideally owned by ALL

BRANDING IN THE CONTEXT OF DESTINATIONS

• Need high quality visioning and planning – must

convey the spirit of a place, helping people

understand what makes it distinct and magnetic

• Manage and address visitor feedback

• Sustainability is driving change, understanding

climate change & environmental impacts is key

• Working together – create a network where you

share access to resources, knowledge and talent

What Global Experts are saying about branding…

CHALLENGES IN

DEVELOPING FOOD

TOURISM IN THE

PACIFIC

• Consistency in supply and quality

• Human resource capacity, high staff turnover e.g. chefs and limited training opportunities

• Standards – Food handling and safety (Access to and

compliance)

• Transportation and logistics

• Competitive export market for farmers

• Competitive pricing of imported produce

• Policy and Regulatory frameworks – competing priorities at

destination level, Agritourism is a new niche

OPPORTUNITIES IN

DEVELOPING FOOD

TOURISM IN THE

PACIFIC

• Increase the level of competitive performance against other

regions

• Invest in niche market development

• Nurture sustainable farm-to-table partnerships

• Drive change from national level according to destination

branding/positioning

• Inspire change in the food culture through whole of

island/country/region approach to prioritize health benefits

• Diversify the tourism experience’ with ‘high quality locally grown food/local cuisine’

• Invest in capacity building of businesses, chefs, farmers

and all stakeholders

• Quality standards need to be developed for the Pacific

before branding the region as a Quality Food

Destination

• Provide networking opportunities at regional and

international level

Way Forward

SUSTAINABILITY AN OPPORTUNITY FOR FOOD TOURISM DEVELOPMENT IN THE PACIFIC

• Sustainable Development Goals

• Blue Pacific Identity

• Embracing our Climate Change challenge

• Increased development partner support for

regional efforts: Monitoring, Capacity Building,

Awareness and Research

• Focused support for private sector and farmers

SUSTAINABLE SOURCING

Value of locally sourced Vegetable and fruits,

Meat and protein

sustainable@spto.org

w w w . s u s t a i n a b i l i t y . s o u t h p a c i f i c i s l a n d s . t r a v e l

Email : sustainable@spto.org

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