Honiara, Solomon Islands – Marking a new era for Solomon Islands on the international tourism stage, Tourism Solomons is poised to launch a global brand refresh drawing on the destination’s authenticity, adventure, culture and conservation through a distinctive new identity: Hapi Isles – Real, Rare, Raw.
Announcing the initiative, which references a nickname bestowed upon the destination in the 1960s, Tourism Solomons CEO, Andrew Nihopara said the underlying ethos of the new campaign was to build a clear understanding of what makes Solomon Islands distinct from anywhere else on the planet.
“For the first time, we have been able to distil the very essence of our Hapi Isles into a brand promise that captures exactly what today’s experience-seeking traveller is searching for, a place that remains genuinely real, remarkably rare and wonderfully raw,” Mr Nihopara said.
Tourism Solomons CEO, Andrew Nihopara
“For too long, Solomon Islands has been viewed through a generic South Pacific lens, one that fails to capture its true character, so we needed to take a new direction that reflects a fundamental reality.
“And that is because Solomon Islands’ greatest tourism assets were never created for visitors – they exist because they have always been part of our everyday life, our culture, our communities and our natural environment.”
“The Hapi Isles – Real, Rare, Raw platform moves the destination beyond preexisting perceptions, showcasing experiences that remain increasingly difficult to find anywhere else in the world.”
These, he said, include world-class diving, pristine, thriving coral reefs, waters teeming with marine life, uncrowded surf breaks, eco-trekking through pristine ancient rainforests, with everything overlayed with the unique veneer of a centuries-old ‘living’ culture expressed through hundreds of languages spread across this pristine 992-island archipelago.
“It’s not the scale of its tourism infrastructure or resort-driven development, but the depth, richness and authenticity of experiences which cannot be found anywhere else in the South Pacific,” he said.
As Solomon Islands launches into this new and exciting, Mr Nihopara said the opportunity ahead is both clear and compelling.
“Visitor numbers are steadily returning towards pre-pandemic levels, government support and commitment has never been stronger and a renewed strategic direction grounded in authenticity and sustainability is leading the way.
“As travellers increasingly seek meaningful connections and authentic experiences over convenience and commercialisation, Solomon Islands is uniquely positioned to welcome those in search of something real.
“And guided by a shared vision, strategic investment and a strong sense of purpose, Hapi Isles – Real, Rare, Raw provides the platform for tourism growth on the nation’s own terms in tandem with an identity that is unmistakably Solomon Islands.”
Key components of the initiative, to be slowly rolled out in coming months, see the introduction of a new logo and collaterals replacing the iconic Solomon Islands’ dugout canoe logo and ‘Solomons Is.’ theming launched in 2018, a move that also saw the national tourism office transition from the Solomon Islands Visitors Bureau to Tourism Solomons.
The New Logo
The new Tourism Solomons logo features a ring of nine shapes, each shape reading as both an island and a shell, representing the destination’s nine provinces and referencing shell money which remains a living part of cultural exchange across the Solomon Islands.
As befits a brand for the Solomon Islands, the colours draw on the national flag, evoking the blue of the water, the yellow of the sun and the green of the islands’ lush vegetation.
Grin Creative
The creative behind the refresh is Melbourne-based Grin Creative, the company appointed to develop the Solomon Islands’ new tourism identity following an extensive brand review and market positioning exercise including stakeholder consultation, consumer research, destination analysis and brand strategy development.
Solomon Islands – The Hapi isles Launch Video
NB – The nickname ‘Hapi Isles’ (the Pijin English version of ‘Happy Islands’) originates from a 1965 book titled ‘The Happy Isles: A Diary of the Solomons’ written by former British District Officer and wartime coastwatcher, Dick C. Horton. The then developing local tourism industry adopted the title as a promotional slogan and over time, the phrase has transcended marketing and today is deeply integrated into the local vocabulary to reflect the authentic, warm hospitality and omnipresent smiles of the Solomon Islands.