New representatives in three key markets
Article Onze will succeed Hopscotch, whose assignment ends in October 2026. The Paris agency's work will include publicity, media outreach, digital campaigns and partnerships with travel businesses. France remains an important source market because of its historical, cultural and administrative ties to New Caledonia.
According to New Caledonia Tourism (NCT), Article Onze has 27 professionals and 26 years of experience. Its specialties span media relations, digital marketing and travel trade representation, and its destination clients include Australia, New York and Tenerife.
Gate 7's appointment covers both Australia and New Zealand, markets valued for their proximity and established regional travel connections. It follows the expiration of Nouvelle Vague Marketing's agreement on December 31, 2026. The outgoing representative worked with New Caledonia through the recovery from the pandemic and the 2024 unrest.
NCT says Sydney-based Gate 7 employs 21 professionals and has spent more than 20 years promoting destinations and travel brands. The integrated tourism marketing agency handles strategy, media relations, influencer marketing, trade development and events. Its regional network is expected to help build ties with airlines, travel agents, tour operators and media.
NCT, which is making the appointments, is New Caledonia's international tourism promotion agency. Established in 2001 as an economic interest group under the authority of the Government of New Caledonia, it brings together public institutions and industry professionals.
Recovery remains uneven
Air tourist arrivals in the first eight months of 2026 were up 38% from the corresponding period of 2025, but stood at only about 61% of the comparable 2023 total. Cruise passenger numbers had returned to roughly 75% of their 2023 level.
Earlier reporting by TravelMole illustrates the difficulties facing the industry. As of May 2026, it reported hotel occupancy of around 15% and continuing struggles at domestic airline Air Calédonie. Japanese arrivals had fallen from 21,708 in 2019 to 370 in 2025, when Japan accounted for 0.63% of the visitor market.
New Zealand also experienced a sharp decline. NCT's tender document records an 82% fall in visitation in 2025 compared with 2023, attributing it to reduced air capacity and the much later easing of travel advisories, in November 2025.
Forward bookings offered a more encouraging indication. NCT's August 2026 observatory report said air bookings from New Zealand for January 2027 were already 44% above the comparable 2023 level. The agency identified that as the most encouraging signal for the market; the figure concerns bookings rather than completed visits.
The destination's cultural and natural attractions
New Caledonia's tourism offering combines French influences with Pacific traditions, including Kanak culture. In the capital, Nouméa, visitors have access to waterfront activities, restaurants, hotels and nearby islands. Elsewhere, the Heart of Voh is known for its naturally formed mangrove landscape, while lagoons, coral reefs and tropical shores offer settings for snorkeling, diving, sailing and nature-based trips.
The Loyalty Islands bring together coastal activities and opportunities to learn about local communities. On Lifou, Maré and Ouvéa, visitors can explore beaches and marine environments, swim and snorkel, and encounter Kanak heritage, customs, traditional food and island hospitality.
Recovery targets and marketing budgets
The agency changes sit within a broader effort to strengthen overseas promotion, improve cooperation between tourism organizations and private businesses, and make the destination more competitive. Better air connections, travel industry partnerships and coordinated campaigns are expected to support recovery and create opportunities for accommodation providers, restaurants, transport companies and tourism operators.
In December 2025, the Government of New Caledonia presented a recovery plan targeting 250,000 visitors by 2032. According to NCT's tender document, the plan seeks a more attractive, innovative and competitive tourism sector.
NCT's 2026–2030 marketing strategy divides that work into two stages. The 2026–2027 "reconquest" phase focuses on Australia, New Zealand, France and Japan, with priorities of restoring visitor flows, rebuilding confidence among travel businesses and leisure travelers, and restarting sales.
For 2028–2030, the strategy calls for consolidation, diversification and a shift toward higher-value business. Target segments include short stays, niche activities, MICE and cruises.
The tender documents set annual representation budgets for 2026 of XPF 109 million for Australia, approximately AUD 1.5 million, and XPF 35.9 million for New Zealand, approximately NZD 594,000. The indicative figures for 2027 are XPF 100 million for Australia and XPF 45 million for New Zealand.
