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Image and positioning

of New Caledonia
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How would you define New Caledonia as a destination? What sets it apart from its competitors and attracts travellers? What image does the archipelago and its “New Caledonia, the Pacific at its heart” brand convey? In short, what constitutes New Caledonia’s international image and positioning?

Positioning the destination

As an international destination, New Caledonia presents itself as a complete multi-experience destination: a vast French archipelago, hidden in the heart of the South Pacific, offering a variety of unique landscapes and cultures, set in a natural environment of unrivalled biodiversity.

In other words:

“A land of mysterious contrasts, authentically different,
Oceanian and French, between lagoon and natural paradise!

Promises and justifications

New Caledonia has a number of assets that promise a great getaway and a great deal of satisfaction for travellers who discover it. Above all, the destination offers :

  • Heavenly beaches and lagoons
    • The world’s largest enclosed lagoon (23,400 km2)
    • Magnificent white sandy beaches with few visitors: Mouli, Kuto, Poé…
    • 6 lagoon areas listed as UNESCO World Heritage sites
    • 1600 km long coral reef, home to 1/3 of the world’s intact reefs
    • over 20,000 marine species
    • Coral Sea Natural Park (France’s 1st and the world’s 4th largest marine protected area)
  • A vast landscape of exceptional biodiversity
    • A surface area of 18,575 km2 and a vast main island: Grande Terre
    • One of the planet’s major biodiversity hotspots
    • 3,900 km2 of rainforest
    • 3,261 endemic plant species
  • An authentic and exotic mix of cultures
    • Kanak culture: tribes, Oceanic customs, arts…
    • French culture: gastronomy, language, products…
    • Bush culture: stockmen, rodeo, hunting…
    • Asian and Polynesian influences…
  • A diversity of landscapes and atmospheres
    • Nouméa (Cosmopolitan seaside resort)
    • Great South (Land of adventure)
    • West coast (Wild west)
    • East coast (Wilderness)
    • The Islands (Heavenly beaches)
  • A well-developed French destination
    • Quality infrastructure (hospitals, roads, etc.)
    • French public services and standards
    • Very little crime against tourists
    • Drinking water everywhere
  • Wide open spaces untouched by mass tourism
    • Max 130,000 tourists/year
    • 15 inhabitants /km2
    • 50% of the population concentrated in Nouméa
    • Numerous terrestrial and marine nature reserves
  • A varied range of tourist attractions
    • Wide range of accommodation: Tribes, campsites, bed and breakfasts, gites, lodges, Michelin-starred hotels…
    • Varied activities: 2 long-distance hiking trails, kitesurfing and windsurfing, whale watching, scuba diving and snorkelling, horse riding, hunting and fishing, mountain biking, microlighting, paragliding, nightlife…
    • More than 1,000 different tourism providers.
  • A close and accessible destination
    • Geographical proximity to Australia, New Zealand and the Pacific Islands (direct flight, cruise line…)
    • Cultural proximity to France (no visa, same language, cultural sharing, Aircalin Paris-Nouméa flight, etc.)

6 key differentiators

By cross-referencing the attractions of our destination with the expectations of travellers and the offerings of our direct competitors, it appears that Caledonia stands out in several key areas (6 Unique Selling Propositions):

1. A vast, unspoilt lagoon listed by UNESCO

The world’s largest enclosed lagoon, a UNESCO World Heritage Site: exceptional biodiversity and beauty, easily accessible by snorkelling, diving or catamaran.

Atoll Nokanhui Ile Des Pins Ben Thouard 2029 07 16 1Atoll Nokanhui Ile Des Pins Ben Thouard 2029 07 16 1
©Atoll Nokanhui Ile Des Pins Ben Thouard 2029 07 16 1|Ben Thouard - The Explorers
    Gecko Valentin Pacaut 2029 07 16Gecko Valentin Pacaut 2029 07 16
    ©Gecko Valentin Pacaut 2029 07 16|Valentin Pacaut - The Explorers
      2. Accessible wilderness with intact biodiversity

      Escape the mass tourism of a still undiscovered archipelago and enjoy an unspoilt destination that respects the environment and its people.

      3. Authentic and exotic Kanak/Broussarde cultures

      A unique ancestral Melanesian identity, to be discovered through customs, crafts and cuisine, during warm tribal encounters, complemented by exploration of other community traditions in the region (Broussarde, Polynesian, Asian, French…).

      Accueil En Tribu Marine Reveilhac 2034 02 191Accueil En Tribu Marine Reveilhac 2034 02 191
      ©Accueil En Tribu Marine Reveilhac 2034 02 191|Marine Reveilhac
        Arnaud Elissalde BakeryArnaud Elissalde Bakery
        ©Arnaud Elissalde Bakery|Terres de Lumière
          4. French standards:

          Development, safety, gastronomy, hygiene, comfort, infrastructure, standard of living: the French influence brings a premium, reassuring and ethical touch that is rare in the region, while preserving an Oceanic change of scenery.

          5. An exclusive destination off the beaten track

          New Caledonia is still a secret among the general public, but it attracts travellers in search of originality, meaning and authenticity, far from standardised tourism.

          Mouli Beach, OuvéaMouli Beach, Ouvéa
          ©Mouli Beach, Ouvéa|Dean Cropp - Access All Angles
            Velo Au Domaine De Devafamille Sg Bourail Marine Reveilhac 6 Mola Mola Nct 2034 02 19Velo Au Domaine De Devafamille Sg Bourail Marine Reveilhac 6 Mola Mola Nct 2034 02 19
            ©Velo Au Domaine De Devafamille Sg Bourail Marine Reveilhac 6 Mola Mola Nct 2034 02 19|Mola Mola
              6. An ideal playground for all outdoor activities

              With its wide open spaces and lagoon, its fully equipped parks and its many service providers, the archipelago is the perfect playground for all outdoor activities: hiking, kayaking, horse riding, kitesurfing, mountain biking…

              These are all selling points that are particularly attractive to certain profiles of international travellers, especially in France, Australia, New Zealand and Asia.

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