The Papua New Guinea Tourism Promotion Authority (TPA) promoted tourism during the 57th Mt Hagen Cultural Show which took place on the 17th-18th of August 2024 at Queen’s Park in Mt Hagen, Western Highlands Province. TPA representatives set up an information booth at the showground, where they interacted with many showgoers, particularly youth. The booth became a hub of activity as curious visitors sought information about tourism opportunities within Papua New Guinea. Many expressed interests in creating their own tourism products in their communities, a growing awareness and enthusiasm for the industry. The presence of TPA at the cultural festival was warmly received by the Mt Hagen town mayor, Councilor Jacob Michael, who paid a visit to the stall. “I am very pleased to see the Papua New Guinea Tourism Promotion Authority actively participating in this year’s show." "Their engagement with the community, especially the younger generation, is crucial in strengthening a deeper understanding of the importance of tourism.” He went on to emphasize the vital role tourism plays in preserving the cultural heritage of the people, not just in Mt Hagen, but across the country. “Tourism is an essential tool in safeguarding our traditions and cultural practices." "Events like the Mt Hagen Cultural Show are a testament to the rich diversity of our country, and I am glad to see TPA promoting this aspect of our people.” TPA’s Senior Marketing Officer, Simon Pih, expressed his satisfaction with the turnout and the level of interest generated from the event. “The numbers from this year’s festival were exceptional, and the enthusiasm shown by the people indicates a promising future for tourism in Mt Hagen and the broader Western Highlands Province." "The interest in developing community-based tourism products is particularly encouraging.” The 57th Mt Hagen Cultural Show featured more than fifty different cultural dance groups from various regions, including the Western, Southern, and Eastern Highlands, as well as participants from Bougainville, Madang, and Morobe Province. The colorful and dynamic performances highlighted the diverse cultural uniqueness that the show brings each year, drawing large numbers of tourists and local people. TPA’s participation in the Mt Hagen Cultural Show demonstrates the organization’s commitment to promoting tourism across the nation and supporting initiatives that preserve and celebrate Papua New Guinea's unique cultural heritage.