The Client
The Tonga Tourism Authority (TTA), part of the Ministry of Tourism for the Kingdom of Tonga, is responsible for showcasing Tonga’s unique culture, people, and islands to the world.
With tourism playing a vital role in supporting local communities and economic growth, Tonga Tourism sought to redefine how the destination was represented on the global stage.
With the support of the Market Development Facility, they initiated a project to relook at their tourism brand identity.
The Opportunity
The TTA recognised that Tonga’s tourism brand needed a refresh to reflect the country’s genuine warmth, authenticity, and cultural richness. The brand needed to capture Tonga’s evolving identity and its ambition to attract more international visitors in a competitive Pacific market.
This was a chance to create a unified destination brand that would resonate with both Tongans and visitors, one that celebrates the nation’s spirit, stories, and values, while positioning Tonga as an island kingdom where every visitor is treated as a friend.
The Solution
Tomahawk led a comprehensive brand development process grounded in collaboration, research, and deep cultural understanding.
Our approach included:
- Quantitative research led by Honoco, where we engaged over 7,000 participants in New Zealand and Australia to understand traveller perceptions.
- Extensive qualitative research and stakeholder engagement including 15 workshops and over 20 consultations across government, tourism operators, and local communities to ensure the brand authentically reflected Tonga’s values and identity.
- Brand strategy and creative development, including a new visual identity with comprehensive brand guidelines, that connects with international audiences while honouring local traditions.
- Website design and development for TongaTourism.travel, providing a digital platform that showcases Tonga’s experiences, regions, and people with a warm, welcoming design and intuitive user experience.
The Results
The outcome is a destination brand that truly captures Tonga’s essence: proud, welcoming, and deeply connected to its people and heritage. At the heart of the new identity is the name and byline: “Tonga, The Friendly Islands.” This tagline reclaims Tonga’s long-held reputation for warmth and hospitality, while positioning the nation as an open, generous destination where every visitor is embraced as part of the community.
The custom TONGA lettering brings the brand story to life visually with each letter inspired by traditional motifs and patterns found in Tongan ngatu (tapa cloth). The design reflects a blend of strength and softness, symbolising the harmony between land, sea, and people.
Together, the brand and website now present Tonga as a modern, confident destination that remains deeply rooted in its culture and identity. With this bold new look and a clear sense of purpose, Tonga is ready to welcome the world.
