Tonga is inviting the world to rediscover its charm with a new tourism brand: ‘Kingdom of Tonga: The Friendly Islands’.
Unveiled at the Pacific Tourism Forum in Vava’u, the rebrand aims to reaffirm Tonga’s reputation for warmth and hospitality while showcasing its unspoiled beauty and deep cultural roots.
The soft launch was attended by Her Royal Highness Princess Royal, Salote Mafile’o Pilolevu Tuita, the Minister of Tourism, and Australian High Commissioner His Excellency Brek Batley.
Developed in partnership with Auckland-based marketing agency Tomahawk and co-funded by Australia’s Market Development Facility, the brand emerged from extensive collaboration and research.
More than 20 consultations were held across Tonga’s islands, and surveys of 7,000 people in Australia and New Zealand confirmed that the country remains fondly recognised as “The Friendly Islands.”
Alongside the rebrand, Tonga Tourism launched a refreshed website with direct booking options for local operators.
“The new brand embodies significant aspirations for Tonga as a nation,” Tonga Tourism Authority Board Cahir Mishka Tu’ifua said.
“It aims to preserve our culture, celebrate our identity, strengthen tourism, and create greater opportunities and employment for our people.
“Most importantly, it serves as a unifying symbol, reminding us of the shared values that bind us together as Tongans. It is a brand created by our people, for our people.”
Teisa Fifita-Tupou, General Manager, Tonga Tourism Authority Board, added: “Our brand design reflects the spirit of Tonga through soft curves, open layouts, authentic kupesi patterns, and warm, welcoming colours.”
“Consultations revealed differing views on colour, so we chose a palette that is uniquely Tongan, distinctive, and embodies the warmth and hospitality of our people.
“Each letter in the TONGA logo is carefully crafted with traditional tapa motifs, forming a visual identity that celebrates the richness and vibrancy of our cultural heritage.”
Australian High Commissioner HE Mr. Brek Batley said the initiative is the result of “dedication, collaboration, and a shared vision for Tonga’s tourism future”.
“Australia is incredibly proud to have supported this work, and to have witnessed first-hand the transformation of an idea into a vibrant, compelling brand, that reflects the beauty, warmth, and spirit of Tonga,” he stated.
“Australia will continue to provide support for tourism development, working with both the Government of Tonga and tourism businesses.”
Earlier this year, Tonga appointed Precise Travel Marketing (PTM) as its official representative to boost awareness and position the country as a must-visit destination for Australian and New Zealand travellers in the South Pacific, which is dominated by nearby Fiji.
For more info, visit www.tongatourism.travel.
