BY SAMIE WAIKORI
The Ministry of Culture and Tourism (MCT) is proposing significant marketing strategies to reform the tourism sector of the country.
High on this strategic reform is the rebranding of the tourism sector of the country.
Speaking on the debate of the 2026 Appropriation Bill 2025 in parliament last week, Minister for Culture and Tourism, Choylin Yim Douglas, said having returned to pre-COVID visitor numbers, MCT’s marketing strategy will transition from recovery of growth.
“In 2026, we will adopt a more expressive and targeted marketing approach in which we will explore new markets, while strengthening partnerships with our core long and short-haul markets.
“A key activity in this new phase is the rebranding of Solomon Islands, with cabinet’s recent approval for us to revert to our original global destination brand, Solomon Islands, the Happy Isles.
“The decision is not merely a marketing exercise but a strategic reportioning of our nation,” she said. The Minister noted the Happy Isles carries deep historical and emotional significance,” she said.
She added that it defined Solomon Islands on the world tourism stage for many decades and positioned our country as a warm, peaceful and culturally rich destination.
“By returning to this original brand, we are restoring our powerful national identity that resonates both locally and globally.
“But more importantly, this is also a nation-building agenda directly aligned with priority objective number four of this bill, promoting peace, unity and security,” Douglas said.
She said rebranding to the name “Happy Isles” is also a call to all Solomon Islanders to uphold and live with the values of peace, respect, kindness and unity.
“It values define who we are as a people. For a tourism destination, branding is not only what we promote abroad, it is how we build at home. We must live and champion the brand.
“We must cultivate an environment where visitors genuinely feel welcome, safe and embraced by our natural warmth.
“Friendly attitudes, peaceful communities, respect for diversity and pride in our culture are key ingredients in building a truly successful tourism industry,” the Minister said.
Moreover, she noted that global travellers today are seeking authentic, peaceful cultural experiences.
“Our rebranding aligns perfectly with what the world is looking for and it positions Solomon Islands to compete more effectively in the international market. But a brand can only be powerful if it reflects reality.
“That is why this rebranding must be owned, not just by government, but by every Solomon Islander.
“From our business community to our chiefs, youth, students, women and leaders, let us not repeat the events that brought negative perception about our country and we must move forward.
“As we roll out this campaign in 2026, we will be working closely with government ministries, communities, provincial governments, private sector partners and schools to promote behavioural change and awareness.
“In doing so, we hope to reinforce the message that tourism thrives where peace thrives and that every citizen plays a role in making Solomon Islands a truly happy isles,” the Minister said.
Photo: Supplied
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