Business Focus Story – Diversifying Tonga’s tourism offer with Lava Group

Tourism has long been a vital contributor to Tonga’s economy, bringing
in visitors eager to experience its pristine beaches, rich traditions and vibrant culture. However, in recent years, the sector has faced significant setbacks. Tonga experienced its first COVID-19 outbreaks later than many countries, and this delayed economic recovery and reintegration into the global tourism market. The country also endured the devastating impact of Cyclone Gita (2021) and the Hunga Tonga-Hunga Ha’apai Volcanic Eruption (2022), both of which caused widespread destruction, including damage to tourism infrastructure.

Despite these challenges, the Government of Tonga and the tourism industry are committed to revitalising and diversifying the sector. Through strategic collaborations, MDF is supporting this effort, working to create a thriving tourism sector that benefits both visitors and the Tongan community. This includes working with the Tonga Tourism Authority (TTA) to develop a new tourism brand and destination marketing strategy, as well as partnering with businesses like Lava Group which are working to diversify Tonga’s tourism offer and appeal to a wider audience.