Tonga launches new destination brand: The Friendly Islands

The Kingdom of Tonga has unveiled its new destination brand, “Kingdom of Tonga: The Friendly Islands”, developed in partnership with Tomahawk. 

Drawing on Tonga’s globally recognised nickname, The Friendly Islands, the new brand celebrates the nation’s warmth, hospitality, and vibrant culture. Each letter in the TONGA logo has been carefully designed to reflect traditional tapa patterns and cultural motifs, creating a visual identity that brings the country’s rich heritage to life. 

What sets this rebrand apart is its people-led approach. Over 20 months, Tomahawk conducted extensive research and workshops across four islands, including 15 workshops and over 20 consultations with tourism operators, cultural leaders, schools, community members, and government representatives. Complementing this, Honoco Research engaged over 7,000 participants in New Zealand and Australia to understand travellers’ perceptions, ensuring the brand resonates with both locals and visitors. 

The new identity is built around four core pillars: The Kingdom, The Friendly People, The Culture, and Religion, reflecting Tonga’s enduring values and spirit. First named The Friendly Islands by Captain Cook in 1773, the brand honours this historic legacy while offering a vibrant, contemporary identity for today’s travellers seeking authenticity, connection, and story-rich experiences. 

John Hayson, Director of Tomahawk, said: 

“This brand is a true reflection of Tonga, not just its breathtaking landscapes, but the people and culture that make it extraordinary. What sets it apart is that it was built by the people of Tonga, for the people of Tonga. That authenticity is something travellers feel and connect with immediately.” 

Gina Paladini, Director of Tomahawk, added: 

“Developing this brand was an inspiring journey. Every colour, shape, and word was informed by the voices of Tongans themselves. It’s more than a logo, it’s an invitation to experience the warmth, history, and spirit that define the Kingdom of Tonga.” 

Tonga Tourism Authority (TTA) General Manager, Teisa Fifita-Tupou, acknowledged the collaborative effort: 

“Working with Tomahawk on Tonga’s rebranding project has been an incredibly rewarding experience. From the very beginning, their team demonstrated a deep understanding of our vision and worked with us to capture the true essence of Tonga - its people, culture, and spirit. 

Their professionalism, creativity, and strategic approach have been outstanding. They not only guided us through the process with clarity and confidence but also ensured that every step reflected collaboration and inclusiveness. Tomahawk brought fresh ideas, innovative solutions, and a genuine passion for telling Tonga’s story in a way that resonates with both our local communities and international markets. 

Thanks to their expertise, we are now entering an exciting new chapter with a strong, authentic brand identity that we can all be proud of. I highly recommend Tomahawk to any destination or organisation seeking a partner who is not only skilled in marketing but also committed to delivering meaningful, lasting impact.” 

With this bold new identity, Tonga is ready to welcome the world as an island kingdom where every visitor is treated as a friend. The new brand has also been launched on their vibrant new website, developed by Tomahawk, which you can explore at www.tongatourism.travel 

A message to the Tonga Tourism Team for their brand launch in Tonga: