Let Their Imagination Set Sail: How AU/NZ Travel Experts Helped Redefine the Solomon Islands Story

When Tourism Solomons invited Australian and New Zealand travel professionals to help shape the destination’s next signature campaign line, the response revealed something deeper than creativity.

It showcased how strongly the trade connects with the spirit of the Solomon Islands.

The initiative, launched under the banner “Let Your Imagination Set Sail,” was simple but bold: ask the people who sell the destination every day to articulate what makes the Solomons truly special.

The Australian and New Zealand winning entries as they appear in travel industry publication advertising.

What emerged were slogans that not only captured the destination’s raw beauty and warmth, but also its place as one of the region’s last untouched frontiers.

From Sydney, Stage and Screen Travel Services consultant Cassy struck a chord with her winning entry, “Solomon Islands – Warm Welcomes, Wild Wonders.”

In just four words, she managed to distill what many travellers discover only after arriving — a place where genuine hospitality meets adventure at every turn.

For Tourism Solomons, the line felt like a natural fit: emotionally resonant, instantly memorable, and perfectly aligned with the destination’s brand values.

Across the Tasman, the winning New Zealand entry came from Kawakawa-based TS Travel’s Trish Seeherr.

Her slogan, “Step off the map – Find the real Pacific,” pushed bolder boundaries. In an era where much of the Pacific has been polished into resort gloss, her words stood out for their bravery and truth.

They spoke directly to the Kiwi traveller’s instinct for exploration and to the Solomons’ biggest asset — its authenticity.

Both taglines cut through because they reflect something travelers increasingly seek destinations with soul.

The Solomon Islands, with its world-class diving, rich culture, uncrowded surf breaks, and vast stretches of untouched nature, offers exactly that.

Yet it is often those who sell the destination who best understand how to communicate that promise.

Tourism Solomons Australia Trade Manager, Richard Skewes, who conceived the challenge, said this was precisely the point.

“This was about more than a competition,” he said. “It was a chance to invite our travel partners into the storytelling process. They know what inspires travellers to look beyond the usual. And they know that the Solomon Islands is a destination that offers something real.”

For an industry rebuilding global connections, the campaign underscored the importance of collaboration — and the power of fresh voices in destination marketing.

With the winning lines soon to feature across trade advertising in Australia and New Zealand, the Solomon Islands is poised to reach more travellers looking for a place where imagination, adventure, and authenticity still thrive.

And perhaps, thanks to Cassy and Trish, more travellers will now find their way to the Solomons — ready to step off the map, and into the wild wonders that await.

STORY BY TELEBERE NEWS | MEDIA RELEASE – TOURISM SOLOMONS

Telebere News is a Solomon Islands–based youth and travel news platform founded and owned by journalist and digital storyteller Lynton Aaron Filia, a dedicated youth and tourism blogger.

Lynton has worked in the mainstream media for four years and brings more than ten years of public relations experience from the private sector and NGOs. The blog amplifies young voices and highlights stories on youth development, the environment, tourism, and community progress across the islands.