Page 29 - IB July 2018

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Solomon Is. – a new dawn for the Solomon Islands’ tourism future

“It checks every mark at this stage of the Solomon Islands tourism evolution - this branding is intend-
ed to evolve as the industry evolves” – Tourism Solomons CEO, Josefa Tuamoto

If the Solomon Islands was ever to achieve its exchange earnings.
targeted $1 billion in tourism related earnings with- And if things go to plan, the country should be
in the next five-seven years then something very reaching that much vaunted $1 billion target in the
special, indeed a total transformation of the way next five to seven years.
the destination is positioned on the international
This target is seen as very reachable and will
stage, was required to act as the catalyst. greatly assist the country in addressing the issues
The newly-launched ‘Solomon Is.’ branding and a of economic and sustainable development and
new identity for the national tourism office charged support social change such as mitigating urban
with implementing and ensuring the required out- drift by local youth.
come – Tourism Solomons – is that catalyst. Bringing ‘Solomon Islands’ to the forefront of its
For some time there has been a recognised need marketing platform, the Solomon Islands is the
for a combined effort between government, the very experience that the destination wants its visi-
tourism industry private sector partners and over- tors to enjoy, that experience allowing every visi-
seas partners to set a new agenda. tor to experience the Solomon Islands in their own
And finally, after much talk and a long hard look unique ways – be that the adventure, the excite-
at the way the Solomon Islands is positioned, pro- ment, the food, the freedom, the smiles, the rich
moted and marketed, this much needed and long- and unique cultures.
awaited transformation has taken place. The country has always been ‘off the beaten
And optimism, from the highest position in the track’ giving the Solomon Islands the opportunity
land downwards, reigns supreme. to claim characteristics which set the destination
The new ‘Solomon Is., brand is a necessary mar- apart from its South Pacific neighbours such as
keting platform that draws in and connects not only raw, uncomplicated, uncluttered, uncongested, un-
every visitor to the Solomon Islands but more so, spoiled and unlimited adventure to name but a few.
connects every Solomon Islander to their country. Speak with Tourism Solomons CEO, Josefa ‘Jo’
It is a common factor that any country must Tuamoto and he will tell you the new branding
continue to embrace and pursue nation-building, checks every mark at this stage of the Solomon
all sectors must align their development agendas Islands tourism evolution and this branding is in-
to the people of their country and in this regard, tended to evolve as the industry evolves.
the tourism sector is taking the lead in aligning “No matter how the destination matures and
the tourism brand to the country and its people. marketing emphasis evolves, ‘Solomon Is.’ is now
As importantly the industry provides hope for the the brand,” he said.
economy. “The journey has begun and the Solomon Is-
That hope is well placed in 2018 with the destina- lands’ tourism future has never looked more excit-
tion on track for an expected $0.5 billion in foreign ing.”

Islands Business, July 2018 29