Tourism Solomons

TOURISM SOLOMON S,

PREVIOUSLY known as the Solomon Islands Visitors Bureau (SIVB), has been key in enabling this development, showcasing the country’s picturesque assets and promoting the varied and unique regional opportunities.

Fostering a greater international recognition and appreciation of the country’s culture, history and natural environment, the national tourism organisation (NTO) has been fundamental in helping to establish a sustainable and environmentally responsible industry to the benefit of all Solomon islanders.

Speaking to Asia Outlook, ParkerBrown and Josefa Tuamoto, CEO of the Tourism Solomons, explain how both the NTO itself and the country’s tourism industry have grown in the 49 years since its inception.

Asia Outlook (AsO): How has Tourism Solomons developed and progressed in terms of its key objectives and the messages it tries to get across?

Mike Parker-Brown (MPB): If a snapshot was to be taken across the last five years, while some might argue not enough changes have taken place, growth in terms of the destination’s profile and related year-on-year international visitation has been substantial.

Figures released by the Solomon Islands National Statistics Office show visitor intake for the January-June period reaching 13,317, a 17 percent increase over the 11,306 recorded in the same six months in 2017. Further, the consensus is that this trend will continue for the remaining six months of the year, with the destination well on track break the record of 25,709 visitors achieved in 2017 when taking into account forward bookings.

Whilst Australian visitation continues to dominate the Solomon Islands’ international intake, alongside rising visitation from Papua New Guinea,

New Zealand and the US, Tourism Solomons has been making inroads into newer markets that it sees as having potential.

As a result, we have now firmly established representation in place in continental Europe, Taiwan and especially Japan from where visits have increased substantially in recent years.

(AsO): What is in store for the Solomon Islands over the course of 2018 and beyond to continue the good work already commenced and to enhance its reputation as a tourism and business travel hub further in the future?

(MPB): One of the biggest developments to have taken place on the tourism front in 2018 that represents a major change in direction for the Solomon Islands destination

“Our new branding is unique. It allows every visitor to target or tag their own travel experience, exactly as they want it to be...”

marketing was the Solomon Islands Visitors Bureau in July unveiling its new look ‘Solomon Is’ branding.

A key component of the new branding saw the Solomon Islands Visitors Bureau being renamed

‘Tourism Solomons’, with the NTO’s familiar sun, island and sea logo replaced by a new logo featuring an iconic Solomon Islands’ dugout canoe.

Developed by Suva, Fiji-based Webmedia South Pacific, the new look identity replaces the former ‘So Solomons – So Different’ branding which had formed the main brace of the NTO’s marketing for the last five years.

The strategy for the new direction has received 100 percent of approval from the Solomon Islands Government cabinet.

Josefa Tuamoto (JT): We are confident that the new branding truly characterises the destination’s identity, message, image and positioning and will provide the platform for the Solomon Islands to optimally market itself in the international arena for the next decade or more.

The beauty of this new brand is it allows us to attach the ‘Solomons

Is’ tag line to just about anything

– be that an emotion, an action, a noun or adjective – and we can also readily combine it to target specific demographics such as couples, honeymooners, families, etc.

Our new branding is unique. It allows every visitor to target or tag their own travel experience, exactly as they want it to be, in the process making it uniquely theirs and uniquely Solomon Islands. Moreover, this branding is also about touching the past through a multitude of traditional lifestyles and cultural icons that have yielded little to urbanisation and commercialised mass-tourism.

It is logical, nationalistic, unique, easy-to-follow and cost effective. More to the point, it checks every mark at this stage of the Solomon Islands tourism evolution and this branding is intended to evolve as the industry evolves. We’ve made the move to change and it’s the right move.

(AsO): Are there any new developments or products that you believe will be crucial in facilitating progress in the regional tourism industry?

(MPB): Solomon Airlines’ decision to fully incorporate Munda as a main port of entry for the Solomon Islands has seen the Western Province airfield transformed into the country’s second major air gateway, with the national carrier expected to commence a Brisbane-Munda-Honiara-Brisbane service operating on Saturdays before the end of 2018.

The improvements to the Munda Airport are intended to bring a range of benefits – from increased passenger movements, increased tourism to the Western Province and points beyond, improved safety for larger aircraft, increased aviation freight and further government revenue from the aviation sector.

The cost of civil works is estimated at SB$62 million (US$7.6 million), of which New Zealand will contribute up to SB$47 million (US$5.5 million) and to date include the installation of airfield ground lighting and navigation aids, perimeter security fencing, airport rescue and firefighting facilities, including two fire trucks and the construction of a new terminal which will also house essential customs and immigration authorities.

Further, heralding a long-awaited return to dedicated Solomon Islands small ship cruise programmes, newlyformed Solomon Islands Discovery Cruises (SIDC) in August announced its plans to operate six adventure itineraries in 2018-2019.

Passengers will have the opportunity to fully immerse themselves in the Florida and Russell Islands archipelagos distinctive cultures and environments, including visits to remote villages and plenty of opportunity to discover amazing coral pastures and abundant marine life with daily dive and snorkel options.

Both areas are also rich in WWII history, giving passengers insight into the infamous Guadalcanal campaign in 1942 via the many wrecked US and Japanese aircraft, warships and relics which literally litter the seabed.

Meanwhile, we are viewing the country’s successful bid to host the 2023 Pacific Games as the biggest ever windfall for the destination’s tourism aspirations and will be rigorously preparing for this in the years to come.