BY JOHN HOUANIHAU
THE Minister for Culture and Tourism, Bartholomew Parapolo has reassured operators in the domestic tourism sector to rebrand their marketing strategy based on the theme – ‘repositioning the Solomon Islands brand’ to further boost the sector.
Honourable Minister Parapolo stated this while addressing the key stakeholders of the ‘Tourism in Focus 2023 Summit’ at the Heritage Park Hotel in Honiara, on February 9, 2023.
The theme for the one-day summit is: ‘repositioning the Solomon Islands brand’. The Summit was an avenue where Tourism Priorities, Tourism Development Plans, and Airline and Marketing Strategies are shared with the Industry to strengthen partnerships in key Tourism Development and Marketing Areas between Government, Airlines, Tourism Solomon, and Operators.
Minister Parapolo said the Summit is an avenue where tourism priorities, tourism development plans, and airline and marketing strategies are shared with the Industry to strengthen partnerships in key tourism development and marketing areas between the Government, Solomon Airlines, Tourism Solomons, And Operators.
“I believe the theme for this event – ‘repositioning the Solomon Islands brand’ is a timely call for everyone to reflect upon. Our current brand was adopted and lauded in 2018 and its role outline and campaign are disrupted when COVID-19 kicked in.
“Therefore, there is a need for everyone to embrace and take ownership of the branding to inspire travelers by showcasing the unique value because ‘repositioning of our destination’ especially when we are just coming out of COVID-19.
“We must use the brand effectively to leverage and integrate the marketing campaign,’’ Hon. Parapolo added.
In his reassurance message, the Minister for Culture and Tourism said that he was pleased so far with some of the organizations taking advantage of the brand by incorporating it into their cooperate statements.
“For example, CEMA is using the guideline, ‘Solomon is Organic’ to showcase and promote agriculture products.
“This year is going to be a very important and busy year for the country as we prepare to host the 2023 Pacific Games,” he said.
This year’s summit is a collaborative initiative between the Ministry Of Culture And Tourism, Tourism Solomon’s, and Solomon Airlines to present, and update work plans with a key strategic focus per year to all tourism operators and other government representatives, stakeholders, including donor partners.
According to the Minister, the one-day Summit is an opportunity for everyone to share and exchange information and also to collaboratively work together to help rebuild and accelerate recovery of the tourism sector post COVID-19.