Tomahawk Becomes First New Zealand Agency Named Finalist in Global Skift IDEA Awards
By Tomahawk on
We are proud to share that we have become the first New Zealand agency to be named a finalist in the global Skift IDEA Awards, recognised in the "Industry Innovators: Tourism" category for our work creating the new Tonga Tourism destination brand.
More than 490 entries from around the world were submitted for the 2026 Skift IDEA Awards, which recognise innovative work shaping the future of travel and tourism.
Our finalist entry, “By the people, for the people – a living brand,” recognises our people-led approach to developing Tonga’s new destination brand, placing Tongan tourism stakeholders and communities at the heart of the research and brand development process.
“This is fantastic recognition for the Tomahawk team and, most importantly, for our partners at Tonga Tourism,” says Renee Goodsell, General Manager of Tomahawk.
“From the outset, this was about creating a brand that genuinely belonged to Tonga. The people-led approach was central to that. We didn't want to create a brand for Tonga; we wanted to create one with Tonga. To see that work recognised alongside innovative tourism projects from around the world is incredibly rewarding.”
We partnered with the Tonga Tourism Authority to develop the new Kingdom of Tonga: The Friendly Islands brand, which launched in October 2025.
The project was built on extensive research and community engagement, including a 2,000-person quantitative survey, 5,497 qualitative responses and 15 workshops across four Tongan islands involving more than 400 participants.
The resulting brand is grounded in four golden pillars known in Tongan as “Fa Kavei Koula“ identified through the research – Faka'apa'apa (Respect), Anga fakatokilalo / Lototo (Humility), Tauhi vaha'a / Va (Maintaining relationships) and Mamahi'i me'a (Loyalty & passion) – and was designed to reflect the people, culture and spirit of the Kingdom.
Tonga Tourism Authority General Manager Teisa Fifita-Tupou says:
"Being named a finalist is a significant achievement for Tonga Tourism and one of the key milestones of our rebranding project. This recognition elevates the Kingdom of Tonga and our new destination brand on a prestigious global platform.
We are extremely proud that the brand was shaped by our local people and validated by international visitors. Tomahawk helped us bring these perspectives together and amplify the brand to this new level of international recognition. Tomahawk’s experience in connecting authentically with indigenous cultures also helped bring our vision to life and create a brand that Tongans can proudly stand behind and support."
The Skift IDEA Awards are presented by Skift, the global travel industry media and intelligence company covering the business of travel and the people, ideas and innovation shaping its future.
The 2026 Skift IDEA Awards winners will be announced on 26 August 2026.
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