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The Kingdom of Tonga has unveiled its new destination brand, “Kingdom of Tonga: The Friendly Islands”, developed in partnership with tourism marketing specialists Tomahawk.
Drawing on Tonga’s globally recognised nickname, the new brand celebrates the nation’s warmth, hospitality and vibrant culture. Each letter in the TONGA logo incorporates traditional tapa patterns and cultural motifs, creating a visual identity that reflects the country’s heritage and spirit.
The people-led rebrand was developed over 20 months, with Tomahawk conducting 15 workshops and more than 20 consultations across four islands with tourism operators, cultural leaders, schools, community members and government representatives. Honoco Research also engaged more than 7000 participants in New Zealand and Australia to understand traveller perceptions, ensuring the brand resonates with both locals and visitors.
Built around four core pillars – The Kingdom, The Friendly People, The Culture and Religion – the brand reflects Tonga’s enduring values and identity. First named The Friendly Islands by Captain Cook in 1773, the new brand honours this history while presenting a contemporary image for travellers seeking authenticity and connection.
Tomahawk director John Hayson says the new brand captures the essence of Tonga.
“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.”
Tomahawk director Gina Paladini says developing the brand was an inspiring process.
“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 general manager Teisa Fifita-Tupou says the collaboration has delivered a brand Tongans can be proud of.
“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.
“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.”
The new brand is live on Tonga Tourism Authority’s website, developed by Tomahawk, at www.tongatourism.travel
