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 holiday-makers each year. Papua New Guinea, a land
of staggering cultural and ecological diversity with over 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.
PNG’s recent tourism slogans, while creative — “A Million
Different Journeys” or “Expect the Unexpected” — sound more like
adventure challenges than invitations. They appeal to the explorer, not the
holidaymaker.
To capture the leisure traveller, PNG’s branding needs to
shift from exploration to emotion. From “come and discover” to
“come and belong.”
✈️ 2. Accessibility and Ease of
Travel
In the Cook Islands, arrival feels like exhaling.
No visa stress, no paperwork confusion, no transit headaches. Flights from New
Zealand, Australia, and Hawaii are direct and frequent.
In PNG, the same cannot be said. The visa process can be
confusing; infrastructure remains uneven; domestic flights are costly and
inconsistent. For the average family or couple looking for a peaceful holiday,
these hurdles matter.
Tourism thrives on simplicity. Accessibility is the quiet
hero of the Cook Islands’ success.
🕊️ 3. Safety and
Perception
Ask a traveller why they haven’t visited PNG, and you’ll often hear the same word: safety.
Even though most of PNG is peaceful and welcoming, the international narrative
remains stuck on headlines about law and order issues in Port Moresby.
The Cook Islands, on the other hand, have cultivated an
image of serenity — no need to lock doors, no need to worry. Whether true in
every detail is beside the point: perception is the passport to tourism.
Until PNG reshapes its image through storytelling — not
statistics — that perception gap will persist.
💃 4. Culture: Accessible,
Not Overwhelming
Both nations are proud of their cultural heritage.
The Cook Islands present it with polish: drum dances, traditional attire,
market stalls, and smiles — all woven into a visitor-friendly experience.
PNG’s cultural wealth is deeper, older, and more varied — but it can overwhelm rather than entice.
Many tourists simply don’t know where to
start, and there are few structured ways to engage safely and meaningfully with
village life.
Cultural tourism works best when the experience feels guided
but genuine. That’s where PNG could shine — if it builds small,
community-driven pathways into its living traditions.
🌿 5. Alignment of Vision
In the Cook Islands, the government, airlines, and local communities all speak the same language: tourism is our lifeblood.
In PNG, priorities are often scattered — from resource projects to aid
programs, tourism sometimes feels like an afterthought.
But the potential is enormous. Tourism doesn’t just bring
money — it sustains culture, empowers local communities, and fosters
environmental stewardship.
🌅 6. The Opportunity for
PNG
Here lies the exciting truth: Papua New Guinea doesn’t need to copy anyone.
The Cook Islands promise ease and beauty. PNG can promise depth and meaning.
It can redefine tourism in the Pacific by focusing on three
pillars:
- Eco-luxury
and adventure: the last frontier for trekking (eg Kokoda, Mt Wilhelm), diving, and
birdwatching.
- Cultural
immersion: 800 languages and living traditions.
- Connection,
not escape: tourism as belonging, not just leisure.
PNG’s future slogan could borrow from both its land and
spirit — something like:
“Freedom in the Wild Heart of the Pacific.”
Because that’s exactly what PNG offers: a different kind of freedom — not of beaches and cocktails, but of space, culture, and soul.
🌏 The Power of a Name
Names carry history, identity, and pride — but they also
carry the challenge of translation. The Cook Islands offer a quiet
lesson in how identity and openness can coexist. At home, it is proudly Kūki
‘Āirani; abroad, it remains the Cook Islands — a name that rolls easily off
the tongue and invites curiosity instead of confusion.
It’s a lesson in balance, not surrender: how to share culture without building walls around it.
Perhaps Australia, and indeed Papua New Guinea, can learn from that simplicity — that sometimes, the most powerful way to be seen is not to shout your name louder, but to let it be spoken easily by the world.
⚖️ Closing Reflection
The Cook Islands show what’s possible when a nation turns
its culture into confidence. PNG’s time is coming — but its message must change
from “journey” to “welcome,” from “unexpected” to “unforgettable.”
Tourism is not just about what a country has — it’s about how it feels.
And when Papua New Guinea learns to make the world feel safe, seen, and invited — freedom will await there, too.
📊 Tourism Snapshot: Cook
Islands vs Papua New Guinea
|
Metric |
Cook Islands |
Papua New Guinea |
|
Population |
~17,500 |
~9.9 million |
|
Annual Visitors (pre-COVID) |
~170,000 |
~90,000 |
|
Tourism GDP Contribution |
~65% |
<5% |
|
Facebook followers |
1 million |
33,000 |
|
Main Markets |
New Zealand, Australia, USA |
Australia, Japan, domestic niche |
|
Ease of Entry |
Visa-free for most visitors |
Visa required (some exemptions) |
|
Tourism Image |
“Paradise with ease” |
“Adventure with effort” |
|
Key Appeal |
Simplicity, safety, serenity |
Culture, nature, diversity |
|
Top Slogan |
“Freedom Awaits” |
“A Million Different Journeys” |
|
|
|
|
The Cook Islands’ entire tourism ecosystem is designed around simplicity and
welcome.
Papua New Guinea’s is built on richness and mystery. The opportunity
lies in combining the two — preserving PNG’s authenticity while making the
first step toward it as easy as a smile.
Why the Cook Islands Succeed Where PNG Struggles
The Cook Islands’ tourism success isn’t just about
palm-fringed beaches or turquoise lagoons — it’s about clarity, confidence, and
simplicity. “Freedom Awaits” captures everything a traveller longs for: escape,
authenticity, and warmth. The campaign speaks directly to the heart in just two
words.
Papua New Guinea, by contrast, has the raw material for an
extraordinary tourism experience — breathtaking landscapes, world-class diving,
ancient cultures — but struggles with perception, accessibility, and
consistency in branding. Visitors often associate PNG with complexity or risk,
rather than wonder and welcome.
There’s also a subtle lesson in the name itself. The Cook
Islands don’t get hung up on their indigenous name or identity — they let the
name work for them internationally. It’s simple, pronounceable, and
familiar, yet still carries a sense of place and story. PNG, on the other hand,
can sometimes be too cautious about how it presents its name, language, or
cultural imagery to the world. Simplicity doesn’t erase identity — it amplifies
it, making it easier for others to approach, pronounce, and appreciate. This
may be a lesson not only for PNG, but for Australia too: accessibility begins
with how we invite others to see us.
Tourism is the primary resource of the Cook Islands. This in itself is a lesson.
Until Papua New Guinea finds a way to project both its soul and its simplicity, the country risks underselling what could be one of the most profound and culturally rich travel experiences on earth.
See also
https://www.facebook.com/therarotonganbeach/
Main photo
Kora enjoying her virtual Cook Islands junket🙄; current Jetstar ad for Cook Islands; and in-flight BKK-BNE promo for Cook Islands.
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