Solomon Islands Prime Minister Matthew Wale has championed the revival of the country’s “Hapi Isles” identity as part of efforts to strengthen its tourism profile and ensure the industry delivers greater benefits to local communities.
Speaking at a welcome reception for the Council of Tourism Ministers Meeting in Honiara, Wale said the identity reflects the country’s welcoming people, cultural diversity and natural attractions.
He announced that the Hapi Isles brand would be soft-launched at the close of the meeting and called on regional partners to help promote Solomon Islands internationally.
“We are not chasing visitor numbers alone. We want visitors who stay longer and spend locally, so that the value stays in our islands and with our people,” Wale said.
He said tourism development should prioritise local businesses, communities and families rather than focus solely on increasing visitor arrivals.
Wale said the government’s principles of Solomonisation and First Bite should guide the industry, ensuring Solomon Islanders remain at the centre of development and benefit from the country’s land, culture and heritage.
He also stressed the importance of regional cooperation in advancing the country’s tourism ambitions, citing improved air connectivity, joint marketing, private-sector partnerships and greater access to opportunities for emerging destinations.
“Our goal is simple: strong destinations within an even stronger Pacific,” he said.
Wale acknowledged the South Pacific Tourism Organisation’s role in promoting tourism as a driver of regional development, in line with the 2050 Strategy for the Blue Pacific Continent.
He said the Hapi Isles identity could help showcase Solomon Islands to international visitors while ensuring tourism growth supports local livelihoods, protects cultural heritage and strengthens the country’s economic future.
