In an Australian exclusive, Karryon’s MARK HARADA makes the short hop to New Caledonia as the first reporter to give a tourism update, preview 2025 and see what it’s really like in the island nation right now.
At the end of 2023, New Caledonian tourism authorities had every reason to be optimistic about the Australian market for the year ahead. The Pacific island nation had just welcomed its highest-ever number of Aussie visitors, more than 30,000 for the year, and the country had some big plans in the pipeline for Australian consumers and trade.
True to form, visitor numbers continued to grow during the first few months of 2024.
But then things went awry. In May, civil unrest tore through parts of New Caledonia, resulting in an exodus of visitors on repatriation flights (if they were lucky) and the effective closure of the country. Lockdowns and curfews ensued, while French armed forces also arrived in the country.
Out with the old, in with the New (Caledonia)
Fast forward just over six months however and the South Pacific nation is indeed a different place. Or more accurately, the same as it was just before the unrest – that is, an idyllic destination with much to offer – and a real desire to actually offer it.
Curfews were first reduced and then fully lifted in early December. At the same time, the country’s national carrier, Aircalin announced a boost in capacity between Australia and New Caledonia [Qantas also operates weekly flights to the country ex-Sydney and Brisbane, and a source recently told Karryon that the airline was considering upping services to Noumea “very early” in 2025. So watch this space too.]
Meanwhile, Aircalin has also ordered two new long-range A350-900 aircraft and recently launched flights from Paris, another signal the country has reset and is ready to welcome tourism back from its biggest markets.
It’s that return to normalcy that New Caledonia wants to emphasise to Aussie visitors – who formed the second-largest market for the country prior to the unrest.
What it’s like now
Keen to see how the country is travelling as the year draws to a close, Karryon flew over to New Caledonia as the first Australian media to give an update on tourism since it reopened – and we saw much to be hopeful for.
Beyond the country’s natural beauty and infrastructure, which really is second to none in the South Pacific region, it’s business as usual for the few international tourists who have begun to trickle in already – except for a few minor things that will resume as demand returns. For instance, at the beautiful Chateau Royal Beach Resort & Spa, where we’re staying, an a la carte breakfast has replaced the full buffet option… for now.
But more important than anything else, life seems completely back to normal for residents.
“The situation in Noumea and New Caledonia overall is very calm now, and definitely back to normal,” New Caledonia Tourism Director Julie Laronde tells Karryon in an exclusive interview in Noumea.
“We are feeling very safe, and we are excited to welcome back travellers from abroad, because it’s very important for us to restart international tourism.”
Often overlooked, she adds that “few local service providers were directly affected by the destruction… and no tourist sites or tourists were harmed”.
During the weekend we’re in Noumea, the country is even holding one of its biggest annual events: the Royal New Caledonia Show, with thousands of locals and visitors in attendance. It’s further proof that life is back to normal.
A new campaign
As NCT looks to restore confidence among Australians and the travel industry, it promises to do so with full transparency, an approach it has undertaken with commendable resolve since the outset of the unrest.
Part of this rebuild is a new campaign called “New Caledonia, a new chapter awaits”. And indeed, it does feel like there’s an opportunity to not just bring back tourism, but enhance it.
“We’re at the end of the reassurance phase to rebuild the destination’s appeal and image and win back the confidence of tourists and retailers,” Laronde says.
“Now, we’re entering the promotional phase, including a digital campaign with the strong slogan ‘New Caledonia, a new chapter awaits’ to promote the idea of starting a new chapter and reconnecting with what truly matters.”
And the NCT boss says the campaign is “more than just a tagline”.
“It represents a reinvigorated vision of New Caledonia as a destination that offers transformative, authentic and meaningful travel experiences,” she adds.
“Our strategy to reshape the brand image focuses on positioning New Caledonia as a destination for renewal and connection, embracing sustainability as a core value, and most importantly rebuilding confidence by redefining New Caledonia as safe, welcoming and easily accessible destination.”
NCT is also running a parallel initiative alongside the ‘New Chapter’ campaign, in which local operators encourage tourists to return to the country via a series of video messages. More than 20 videos have already been created around the phrase “Eternal NewCal”.
And with the welcome we receive, it’s clear operators and locals have missed tourists – especially in places like Lifou, in the country’s stunning Loyalty Islands, where communities rely heavily on the revenue generated by holidaymakers.
“They have only tourism in the Loyalty Islands,” Laronde says. So unlike in other parts of the country, there’s no mining or agriculture to fall back on.
Cruise comeback
Fortunately for Lifou and New Caledonia broadly, cruise ships returned to the island (and Noumea) in November, bringing back an important income stream for residents.
During our short stay in Lifou, Princess Cruises’ Crown Princess is docked, and hundreds upon hundreds of cruisers are taking advantage of the island’s plentiful offerings – whilst giving back by supporting tourism jobs.
Two days later, P&O Cruises’ Pacific Adventure is in Noumea, where thousands more holidaymakers are exploring the streets and stores of New Cal’s Riviera-like capital.
Sylvie Helmy of Noumea Discovery, a tour operator established in the early 1980s that specialises in experiences for cruisers, says ship visits in the city and Lifou have gone well since the restart of cruising in mid-November.
“Everything went well, even in the islands, so that was positive. So from now on, we should get a regular schedule of cruise ships that come in,” she told Karryon in Noumea.
“So that will fill in the gap while we wait for other sorts of customers to come to the destination.”
Future focus
When that happens, the country will be fully prepared – perhaps even more so than before, and with renewed focus.
“Our long-term goal is to position New Caledonia as a top destination for sustainable tourism in the Pacific,” Laronde says.
“By promoting our cultural heritage, natural beauty and eco-friendly initiatives, we aim to create an enduring appeal that will keep visitors returning and sharing their experiences.
“Ultimately, we want New Caledonia to be seen as a destination that balances relaxation, adventure and a deep connection to culture.”
If this trip is anything to go by, it’s well on its way.
Karryon was a guest of New Caledonia Tourism with support from Atout France.
All images by Mark Harada
