THE head of Papua New Guinea Tourism, Peter Vincent, says the country can do a lot more to realise the potential of its tourism industry.
Figures released this month by the World Travel and Tourism Council show PNG is ranked last of 184 countries surveyed in terms of the economic benefits from tourism.
PNG holds only 10% of the Pacific regional tourism market share by contrast to Fiji which holds an impressive 41%.
Mr Vincent admits the prevailing international image of PNG as a dangerous country remains damaging.
"Everybody in Papua New Guinea talks about the potential that tourism has in PNG but we haven't really done enough to translate that potential into real terms,” he said.
“We have a lot of beautiful places. When people come in and have a look themselves, they see it's actually quite safe."
Mr Vincent says the government recognises the potential of tourism which should be helped by the current focus on addressing law and order problems.