Tourism Solomons Celebrates Success of Bonfire Festival

The recent Melanesian music-focused bonfire festival held in Honiara has been hailed as a major success by the Solomon Islands Tourism Authority. The agency sees the event as a potential model for promoting local culture, music, and sporting events to the international market.

Acting CEO of the Solomon Islands Tourism Authority, Dagnal Dereveke, stated that the National Tourism Office (NTO) sponsored the bonfire festival with two main objectives: first, to cultivate interest in such events among the local population, and second, to propel these events onto the global stage by attracting international tourists. Dereveke noted, "Our neighboring Melanesian countries are our fastest-growing source of international visitors." He added that bonfire festivals promoted in Papua New Guinea and Vanuatu have drawn significant numbers of music enthusiasts from those countries, including some musicians from the regions.

The Solomon Islands Tourism Authority believes the success of the bonfire festival is a stepping stone for other unique local festivals to gain international recognition. Dereveke pointed out that the shell money festival in Malaita, the Wogasia festival in Santa Catalina, and the Tinakula festival in Temotu Province are excellent examples to follow. He stated, "If we can do it with the bonfire festival, there is no reason why we cannot take other unique festivals to an international audience."

Traditionally, the Solomon Islands Tourism Authority has focused on promoting the Solomon Islands in overseas markets through establishing partnerships, providing training, and enhancing the destination’s brand. However, the NTO has also demonstrated its adaptability by shifting its focus to the domestic market when necessary. In July 2020, during the onset of the COVID-19 pandemic and the subsequent 800-day border closure, the Solomon Islands Tourism Authority partnered with the Ministry of Culture and Tourism (MCT) and Solomon Airlines to launch the “Solomon Islands Holidays” program, which played a vital role in keeping the tourism industry afloat.

This initiative, initially called “Iumi Tugeda Holidays,” helped generate much-needed revenue, sustained employment, and provided economic relief for many families. Dereveke stated, “The domestic holiday program was crucial during the border closure, enabling businesses to remain operational and providing income for families.” In addition to the bonfire festival, the Solomon Islands Tourism Authority has also supported other local events, such as the Solomon Airlines Peace Marathon, the Guadalcanal WWII anniversary events, and sporting events like fishing and surfing competitions. The NTO has also supported beauty pageants and peace marches led by the Ministry of Culture and Tourism.

Dereveke emphasized that local events not only stimulate the economy by attracting tourists who spend on accommodation, dining, and activities but also enhance community pride. He added, "These events provide us with valuable marketing content to promote our country's culture and traditions worldwide and create a welcoming environment for both domestic and international visitors.” The Solomon Islands Tourism Authority reported a 106% increase in visitors from Papua New Guinea and a 125% increase in visitors from Vanuatu during the period of January to June 2024.