The tourism industry in the Solomon Islands holds great potential but faces several challenges that hinder its growth compared to other Pacific Island nations. As discussed at the 13th Australia Solomon Islands Business Forum in Honiara this month by Tourism Solomons’, while the sector shows signs of recovery, significant barriers remain.
State of the industry and key challenges
Before the pandemic, the Solomon Islands saw increasing numbers of tourists, reaching nearly 29,000 visitors in 2019. However, the industry was hit hard by COVID-19, with visitor numbers plunging to just 737 in 2021. By 2023, arrivals had recovered to around 26,036, but the industry still has ground to regain. The Solomon Islands offers a unique, authentic South Pacific experience, attracting niche travellers interested in eco-tourism, cultural experiences, and World War II history. However, it struggles to compete with more popular destinations like Fiji and Vanuatu, which offer better accessibility and more developed tourism infrastructure.
Air connectivity remains a major issue. Solomon Airlines, the national carrier, has a monopoly on many routes, resulting in high airfares and limited flights. This reduces accessibility for international tourists. There is an opportunity to collaborate with other airlines and offer incentives to increase flight frequency, improving tourist numbers.
A lack of large-scale resorts and essential infrastructure also limits the country’s ability to attract more visitors. To meet increasing demand, more eco-friendly boutique resorts and enhanced tourism facilities are needed, alongside improvements to roads and airports.
Path to Growth
Marketing and promotion are also areas that need improvement. The Solomon Islands often gets overlooked in favour of more established Pacific destinations, partly due to its limited promotional budget. Enhancing digital marketing efforts and forming collaborative campaigns with other Pacific islands could help raise the country’s profile.
Technology is another hurdle. Many operators are not fully integrated with global travel platforms like GDS and OTAs, making it difficult to reach international tourists and offer competitive pricing. Providing education and tools to local businesses is essential for modernising the industry and increasing its global reach.
The Solomon Islands has the potential to become a top destination for adventure seekers, eco-tourists, and cultural travellers. However, unlocking this potential will require investment in infrastructure, better air connectivity, modern travel technologies, and stronger marketing efforts. By addressing these challenges, the Solomon Islands can attract a larger share of the tourism market while maintaining its unique appeal.
This gap offers Australian investors both in the hospitality, construction and technology sector good opportunities to help grow the Solomons as a successful South Pacific tourism destination.
