Freedom Awaits
What Papua New Guinea Can Learn from the Cook Islands When a Jetstar passenger settles into their seat - flying from Bangkok to Brisbane - and sees a Cook Islands tourism ad proclaiming “Freedom Awaits” , something clicks. The message is clear, emotional, and effortless. It doesn’t need to explain — it invites . The Cook Islands, with a population of just over 17,000, attract well over 100,000 visitors each year . Papua New Guinea, a land of staggering cultural and ecological diversity with nearly 10 million people , struggles to reach even half that number. Why does one Pacific nation capture the hearts (and wallets) of global travellers while the other remains off the tourist radar? Let’s look closer. 🌺 1. Branding That Breathes Simplicity The Cook Islands’ slogan “Freedom Awaits” is genius in its minimalism. It promises an emotion — not a geography. The word “freedom” speaks to weary travellers seeking escape from routines, responsibilities, and headlines....