There’s a quiet dignity in the way Tonga is dusting off its tourism welcome mat. No bells, no firecrackers—just a strong island heartbeat thumping back into rhythm, one confident trade handshake at a time.
After enduring the unthinkable—cyclones, volcanic eruptions, and that global party-pooper we all know as COVID—the Kingdom of Tonga is standing tall once more, sun-kissed and steadfast, waving to the world with a message as clear as the waters off Vavaʻu: “We’re back. And we’re ready.”
From Setback to Spotlight: Tonga Reclaims the Trade Stage
This May, Tonga will proudly front the South Pacific Tourism Exchange (SPTE) in Fiji, the region’s flagship travel showcase. This isn’t a token appearance—it’s a mission. A mission to reignite relationships with the global travel trade, remind everyone of its raw island charm, and reclaim its rightful place in the hearts of agents and adventurers alike.
They’re not tiptoeing, either. Tonga has joined the respected Treasures of the South Pacific collective, a tight-knit alliance of tourism offices promoting the region across Australia and New Zealand. This membership alone is no small feat—it unlocks access to two blockbuster roadshows set to roll through eight cities and reach more than 1,000 travel agents in 2025.
And if that wasn’t enough, they’re joining forces with Solomon Islands later this year for a more targeted three-city roadshow through Auckland, Sydney and Brisbane. If you thought Tonga was quietly returning, think again—they’re arriving with tapa cloth, fresh leis, and a firm grip on the steering wheel.
“We are re-establishing Tonga as a must-sell destination,” says Richard Skewes, ANZ Trade Manager at the Tonga Tourism Association, “for holidaymakers seeking something honest, real and richly Pacific. This isn’t about just being seen—it’s about being understood.”
And that’s refreshing in an age of AI-generated fluff and Insta-filtered escapism, right?
Equipping the Frontline: Training the Agents Who Sell the Dream
Tonga’s approach isn’t just noise—it’s knowledge. A new online training portal for travel agents is being quietly stitched together behind the scenes, soon to offer up a deep-dive education into all things Tongan. Not just how to get there, but why it matters. The kind of course that doesn’t just list hotel names, but helps agents explain to clients what it feels like to be welcomed in a village, or to hear church harmonies carry over the sea.
“We want agents to sell Tonga confidently and correctly,” Skewes explains. “Not just from a brochure, but from the heart.”
And isn’t that the point of travel?
Tourism with a Soul—and a Strategy
But let’s not mistake passion for lack of planning. The government has laid out a clear Tonga Tourism Roadmap 2025–2030, a practical compass pointing toward sustainable growth, community empowerment, and, yes, even climate adaptation. Tonga knows that its greatest assets—its people, its reefs, its heritage—need stewardship, not just selfies.
Viliami Takau, CEO of Tonga’s Ministry of Tourism, said it best:
“Tourism is a critical sector for Tonga’s economy, and the roadmap will be instrumental in guiding the Ministry and stakeholders on how best to tap into the potential of tourism to drive sustainable development.”
This isn’t tourism for tourism’s sake—it’s a national revival strategy wearing a hibiscus behind its ear.
Final Thought: Not Just a Comeback—A Calling
So, while some destinations peddle polished packages and pristine pools, Tonga offers something altogether rarer: authenticity. It doesn’t shout for attention. It invites you in with a warm smile, a woven mat, and a story you didn’t know you needed to hear.
The Kingdom is no longer waiting in the wings. It’s back on centre stage—proud, purposeful, and, dare I say, a little cheeky about it too.
If you’re in the travel game and not yet onboard, you’d better get moving. Tonga isn’t just reopening for business—it’s rewriting the whole brochure.
Visit www.tongatourism.travel for updates, training info, and inspiration that’s as real as it gets.
By Octavia Koo
