kabarsula Tourism Solomons unveils new identity as it looks to shake off South Pacific stereotypes bandar SLOT INDONESIA

Tourism Solomons has unveiled a major destination rebrand, replacing its long-standing dugout canoe logo and ‘Solomons Is.’ identity with a new campaign designed to showcase the country’s culture, adventure and natural beauty.

The new brand platform, Hapi Isles – Real, Rare, Raw, aims to position Solomon Islands as a destination for travellers seeking authentic experiences away from the more commercialised tourism hotspots of the South Pacific.

Tourism Solomons CEO Andrew Nihopara said the refresh would help distinguish the destination from its regional competitors.

“For too long, the Solomon Islands has been viewed through a generic South Pacific lens that fails to capture its true character,” Nihopara said.

“The Hapi Isles – Real, Rare, Raw platform moves the destination beyond pre-existing perceptions, showcasing experiences that remain increasingly difficult to find anywhere else in the world.”

The campaign will highlight the country’s WWII wreck diving, pristine coral reefs, uncrowded surf breaks, rainforest trekking and cultural heritage across its 992-island archipelago.

“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,” Nihopara said.

New look for the Hapi Isles

The rebrand includes a new logo featuring nine shapes representing Solomon Islands’ nine provinces.

Each shape resembles both an island and a shell, referencing traditional shell money, which remains part of cultural exchange in the destination.

The colour palette draws inspiration from the national flag, incorporating blue to represent the ocean, yellow for the sun and green for the islands’ vegetation.

The new identity will replace the dugout canoe logo and Solomons Is. branding introduced in 2018, with the rollout scheduled over the coming months.

Developed by Melbourne-based Grin Creative, the refresh follows an extensive brand review involving stakeholder consultation, consumer research, destination analysis and market positioning.

The Hapi Isles name itself is not new. It traces back to the 1965 book The Happy Isles: A Diary of the Solomons, written by former British District Officer and wartime coastwatcher Dick C. Horton.

The Pijin English expression has since become embedded in local vocabulary, reflecting the destination’s hospitality and cultural identity.

Tourism Solomons said the refreshed positioning would help the destination appeal to travellers increasingly prioritising meaningful cultural connections, conservation and adventure over conventional holiday experiences.