Brand guide Sud Tourism New Caledonia

Welcome to our page dedicated to the Sud Tourisme Brand Guide!

Here, we invite you to explore the history and visual identity of Sud Tourisme through the evolution of our logo, slogans, and communication campaigns, all inspired by the unique colors and spirit of New Caledonia. You will also find information about our network of tourist offices, which work daily to promote and highlight the destination. This guide serves as your reference to understanding the essence of our brand and how it reflects the richness of our region.

Embark on the Sud Tourism adventure

This November 15, Destination Province Sud becomes Sud Tourisme Nouvelle-Calédonie.

We unveil the invitation to travel and discover a rich and varied nature destination.

Sud Tourisme, the tourism attraction agency in the south province works on behalf of all its tourism stakeholders. The aim of launching a new brand is to strengthen the destination’s identity, promote its uniqueness, offer it greater notoriety and appeal, and convey its strategic positioning, promises and values.

A tourism destination brand comprises a strategic combination of elements used to identify and position it.

We are the south

The South strong in its players

Three imposing round letters impose the SOUTH with character and strength. This destination is made up of all the province’s destinations, and is supported by the provincial institution and the various communes that make it up. Not only does it reflect a shared determination to make tourism a genuine economic development issue, it also reflects the pride of the players who “make” this destination.

A SOUTH rich in the diversity of its landscapes

The SOUTH is criss-crossed with abstract motifs symbolizing the variety and richness of the scenery the destination has to offer. The idea is to give pride of place to nature. These motifs come to life, inviting travel and discovery. The vacation sun shines on hiking trails, waterfalls and rivers, the lagoon, the bush, the various forests and the columnar pines. It’s all about nature and exceptional biodiversity. This playground offers something for everyone, so varied are the experiences on offer.

The motifs that run through it also bear witness, in an abstract way, to the importance of the legacy of the original cultural heritage. The motifs of petroglyphs or other engraved bamboos have inspired the use of these designs.

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The imprint of tourism

As for the word TOURISM, it’s rooted in the earth like an imprint in the soil. It’s the imprint of man in relation to nature, of the Caledonian so attached to his land, but also that of the unforgettable passage of a visitor.

Our destination within New Caledonia

Finally, the logo is “signed” in manuscript by NOUVELLE-CALÉDONIE. Beyond the landscapes, it’s the human relationships that will mark the visitor’s stay. The experience will be personalized, from exchanges with the destination’s Tourist Office advisors to meetings with the various players and service providers who will leave their mark.

The inclusion of the island’s name in this territorial brand helps to situate the destination within the country of New Caledonia, and to offer it greater legibility beyond our borders.

Two strong slogans that convey the promises of our destination

To stand out from the crowd, a brand must emphasize the promises that are made to visitors.

Experiences for every taste

From the red earth to the shades of blue of the lagoon, from tribal self-catering cottages to star-rated hotels, from relaxing spas to sporting adventures, tourism in the South Province is rich and varied. It offers as many experiences as there are desires to satisfy. This incredible potential is the strength and promise of “Sud Tourisme Nouvelle Calédonie”.

Let's create your most beautiful memories together

Every player in the tourism industry is a “creator of memories”. This promise is also intended to differentiate. The visitor experience is based above all on the human relationships that are forged throughout a stay. Each and every one of us contributes to this and plays an important role in the memories that will remain anchored and be told.

A communication campaign in the destination's colors

A network of tourist offices

The attraction agency in charge of tourism promotion for the destination works on behalf of all service providers, as well as promoting the natural and cultural heritage. Sud Tourisme Nouvelle-Calédonie” is also the brand of the tourist offices in the South Province, where visitors will find the same codes and will be able to get advice on the whole offer, without any geographical limitation on the whole of the South Province.

The aim is to facilitate the visitor’s experience, and to offer personalized, “made-to-measure” support. Tourist office advisors are creators of memories. In fact, they’ll be wearing a designer’s apron, just like in a workshop.