A negative destination image is a challenge to any tourism destination. This paper aims to assess the challenges of negative destination image and its impacts on the tourism industry. The study employed a qualitative research method and used an interpretive research paradigm that is inductive in nature. The study used non-probability sampling which combined convenience and snowball sampling. The qualitative data were collected through face-to-face interviews. A total of seven semi-structured open-ended questions were asked during interviews ranging from 10 to 30 minutes, and the interviews were recorded using a digital audio recorder. These were done through voluntary informed consent. As part of the ethical process in the research, the research participants were provided with complete information about the research and they participated on voluntary basis. The study found that PNG's tourism products were not marketed in New Zealand. All the participants stated that they have not seen any advertisement about PNG's tourism products but what they expose to is not related to tourism promotion and marketing but news reports about crimes and murders. As a results, they have negative perception of PNG and recommended PNG Government to market its tourism products and services through sports, events and other mediums to poster and strengthen a strong positive destination image for PNG tourism in New Zealand. The study also provides a better understanding of negative destination image and its challenges.