©Family outing Bourail 2|SUGAR PHOTOGRAPHIE

Priority Markets & Target Audiences

For several decades, international tourism to New Caledonia has been driven primarily by a handful of key markets: Australia, New Zealand, metropolitan France, Japan (until 2024), and our overseas neighbours (Wallis & Futuna, French Polynesia).

While gradually diversifying into other markets across Asia, Europe, and North America, New Caledonia Tourism continues to focus on these core source markets. They are supported by strong geographic proximity (direct flights) or cultural ties (historical and familial links), and therefore receive the majority of our promotional investment and activity.

Metropolitan France

©Sugar photographie, Jerome Emeriaud, cocktail, voyage, Ile des Pins, new caledonia, le meridien|SUGAR PHOTOGRAPHIE

France remains New Caledonia’s leading source market, representing more than one third of visitors arriving by air. Despite the 17,000 km distance, strong ties are maintained between France and one of its overseas territories. This segment includes a large proportion of affinity travellers (visiting friends and relatives) who typically stay for more than a month.

French travellers are highly autonomous in organising their trips, planning well in advance, and often travelling in July or October–December. They usually explore the entire archipelago, favouring long road trips.

Key figures

Number of tourists

(Source: ISEE, 2023)

Seasonality

(Source: ISEE, 2023)

Reasons for staying

(Source: ISEE, 2023)

Priority French target audiences

Long-haul travellers: 35–65 years, couples or individuals (often with grown children), affluent and experienced, seeking authenticity.
Passionate adventurers: 25–55 years, sporty and adventurous couples without children, drawn to niche and active experiences.
Affinity travellers: 30–55 years, families or couples already connected to New Caledonia through relatives or previous stays.

Australia

©Grotte Du Diable Lifou Marine Reveilhac 2034 02 19|Mola Mola

Australia is New Caledonia’s second most important market, thanks to its geographical proximity. Located less than three hours by plane (or three days by sea) from the east coast, New Caledonia attracts large numbers of cruise passengers as well as a steadily growing share of air travellers.

Australians mostly depart from Sydney, Brisbane, or Melbourne and favour leisure stays of around nine days, usually during school holidays (December–January, April, September). Many continue to book through travel agencies.

Key figures

Number of tourists

(Source: ISEE, 2023)

Seasonality

(Source: ISEE, 2023)

Reasons for staying

(Source: ISEE, 2023)

Priority Australian target audiences

Connectors: 25–44 years, families with young children, sociable and affluent, seeking experiences to share.
Discernists: 55–75 years, senior couples, affluent and comfort-oriented.
Immersive adventurists: 35–44 years, younger singles looking for thrills, authentic encounters, and unique discoveries.
Nature lovers: 25–44 years, younger couples, curious and organised, drawn to culture and nature.

New Zealand

©Fare Massage Le Meridien Idp Marine Reveilhac 2028 10 02|Marine Reveilhac

Close in distance and culturally similar to Australia, New Zealand is another important source market. New Zealand travellers are slightly older on average (30–59 years) and tend to favour beaches and tranquil outdoor activities.

They generally stay for about nine days, mostly in August, July, and September–October. Booking channels are balanced between agencies and direct reservations.

Key figures

Number of tourists

(Source: ISEE, 2023)

Seasonality

(Source: ISEE, 2023)

Reasons for staying

(Source: ISEE, 2023)

Priority New Zealand target audiences

Discernists: 55–75 years, senior couples, affluent and comfort-oriented.
Connectors: 25–44 years, families with young children, sociable and affluent, seeking experiences to share.
Nature lovers: 25–44 years, younger couples, curious and drawn to nature and culture.
Immersive adventurists: 35–44 years, younger singles in search of authentic encounters and original experiences.

Japan

©Ile Des Pins Ayako Kozono Nct 2 4|Ayako KOZONO

Historically the second-largest source market, Japan was strongly impacted by the Covid crisis, which reduced traffic and led to the suspension of direct flights in October 2024.

Nevertheless, New Caledonia continues to enjoy strong brand recognition in Japan, supported by established sales networks and promotional tools. Traditionally, Japanese travellers favour high-end, short stays concentrated around Golden Week (early May), O-Bon (mid-August), and New Year (late December). Their itineraries focus mainly on Nouméa, the Isle of Pines, or Ouvéa, with the majority booking through traditional travel agencies.

In recent years, however, the market has diversified, with a growing proportion (35%) of FIT travellers who are more independent and adventurous.

Key figures

Number of tourists

(Source: ISEE, 2023)

Seasonality

(Source: ISEE, 2023)

Reasons for staying

(Source: ISEE, 2023)

Priority Japanese target audiences

Seniors: 40–60 years, affluent couples without dependents, seeking comfort and safety.
Honeymooners: 30–35 years, young couples looking for a romantic beachside paradise.
Young women: 30–40 years, groups of friends choosing active yet safe experiences.
Multi-generational families: Larger family groups (grandparents, parents, children) favouring accessible, convivial activities.
Language students: Young francophiles travelling for immersive French-learning stays.

Other Diversification Markets

In addition to its priority markets, New Caledonia also attracts travellers from a variety of other regions, representing around one quarter of international visitors. These include business travellers, affinity segments, and niche outdoor enthusiasts. The majority come from three broad areas:

South-East Asia: With new direct air links via Singapore and Bangkok, ASEAN markets are developing potential for New Caledonia. NCT is gradually investing in this region, focusing on Singapore as a priority, targeting niche travellers such as divers and francophiles. Marketing positions New Caledonia as an original destination, though competition is strong and expectations are high.
Long-haul markets (Europe & North America): Despite access challenges, Western Europe, the USA, and Canada provide small but valuable numbers of travellers (500–1,500 per year). These affluent, long-stay visitors are often motivated by passion for specific activities such as fishing, kitesurfing, or long-distance hiking. Curious and culturally open, they seek meaningful experiences and immersion.
South Pacific Islands: Proximity fosters strong links with neighbouring islands despite lower purchasing power. This generates steady flows of affinity, business, health, and student travellers, particularly from French overseas territories (Wallis & Futuna, French Polynesia), as well as nearby Vanuatu and Fiji.

Learn More

For further details on tourism statistics and customer profiles, visit our Tourism Observatory.

Tourism Observatory