The Tourism Authority of Kiribati has taken a big step this year to work towards building a new brand for Kiribati to change its current existing brand “Kiribati for Travellers.” The current destination brand was created in 2010 by the Kiribati National Tourism Office now TAK. The branding will be a key priority for TAK and it will work towards providing Kiribati with a new refreshed and exciting brand for the destination.
The purpose behind the rebranding is to ultimately give Kiribati a destination brand that resonates with the Kiribati people and their values, and it is aligned to key policies & strategies such as the Kiribati Vision 20 (KV20), the Kiribati Sustainable Tourism Policy (KSTP) and TAK’s Strategic Plan.
TAK has already begun its first phase of the branding by conducting a series of consultations with local stakeholders (Local Tourism Operators, Government, and NGOs) which were conducted in the capital South Tarawa, and North Tarawa from the 4th to 11th of March whilst consultations on Kiritimati Island were also conducted from the 11th to 13th of March. The consultations were conducted with the expertise of Mr. Carl Solomon from Destination Marketing Store (DMS) who is working with TAK to develop the Market Analysis to build towards creating a Kiribati Branding Strategy.
This Rebranding project is funded through PSDI (Pacific Private Sector Development Initiative) a regional technical assistance program undertaken in partnership with the Government of Australia, the Government of New Zealand, and the Asian Development Bank (ADB).
