Notre cœur fait battre le vôtre, the tourism campaign of Nouvelle-Calédonie Tourisme, will enter its second phase on October 1, 2026, with the goal of attracting more visitors from metropolitan France. This comes two years after violent riots in May 2024, which had a significant impact on the region's tourism industry. By the end of July 2026, visitor numbers had recovered to about 60% of the 2023 level, with 70% of that recovery coming from the French market. However, these figures are still far below the 126,000 visitors recorded in 2023 before the unrest. Julie Laronde, the director general of Nouvelle-Calédonie Tourisme, attended the IFTM trade fair to meet with French tourism professionals and explore ways to improve the archipelago's standing in the market. The immediate challenge is to restore the region’s appeal, as its image has been negatively affected by the events of 2024. The new campaign will be entirely digital, combining a notoriety campaign with offers from tour operators and packaged services. It will also include a system to track the journey of internet users, from their first discovery of the destination to the final clicks that lead to bookings. Aircalin, the national airline of New Caledonia, will launch a promotional fare on October 1, coinciding with the campaign's start. The airline currently connects Paris to Nouméa via Bangkok. France, along with Australia and New Zealand, is considered one of the three priority markets for New Caledonia's tourism recovery. The recovery of the tourism sector also involves the cruise industry. The Club Croisière Nouvelle-Calédonie, established in 2025 and of which Julie Laronde is vice-president, is working to reopen ports that were previously closed and to develop new destinations within the archipelago. The association is also preparing a five-year strategic plan to professionalize service providers, support local communes, and introduce an environmental charter and a quality label. The goal is to better position New Caledonia among Pacific cruise destinations and ensure that the return of cruise ships benefits both the territories and their populations.