Papua New Guinea is targeting UK adventure travellers with its first appearance at World Travel Market and a new tourist office in London.

The South Pacific island moved its main European office from Germany to London in January this year following a rise in the number of UK visitors, to 5,753 in 2011 – a number which it plans to grow by 5% over the next two years and by a further 5% within five years.

Leith Isaac, director of marketing for the PNG Tourism Promotion Authority, said: “I think the time is right for us to start working in the UK market. We have made some inroads with travel agents and wholesalers. We want to showcase Papua New Guinea as more of an adventure destination – more than the sun, sea and sand of our neighbouring islands – we want to be different.”

The island is working to improve infrastructure, introducing new accommodation and more options for trekking, diving, snorkelling and birdwatching. Air New Guinea also added a fifth weekly flight from Singapore in summer of this year.