"Fiji" Brand

Tourism focus on 'Fiji' brand

Monday, October 06, 2008

The tourism industry in Fiji is hoping to change its strategy by attracting consumers to the Fiji Product that will make it highly visible and competitive in the holiday market.

Chairman of the Fiji Visitors Bureau, Mr Patrick Wong said the Bureau faces challenges and exciting times ahead with the name change of the Bureau to Tourism Fiji from January 1, 2009 with a new chief executive officer Mr Josefa Tuamoto on board.

"The rename Tourism Fiji will be measuring efficiencies and delivery of Key Performance Indicators as set by the 2007-2016 Tourism Development Plan.

"Achieving the milestone that the Tourism Industry is a Billion Dollar Industry in foreign exchange earnings," he said.

Mr Wong emphasised on other brands like Fiji Me and Brand Fiji that markets Fiji as an inspirational destination making the Fiji a highly visible and competitive in the holiday market.

"We need to focus on new market segments that will drive business for us.

"This includes niche markets such as ecotourism, silver market backpacker , tours, business conferences, sports tourism, weddings , honeymoons etc, with a drive in pursing new emerging markets such as China, Russia and developing that geographic market mix which will ensure growth through maintaining volume from traditional markets achieving an increased average length of stay throughout the islands by extolling the virtues, the variety and the value for money option of the destination," Mr Wong said.

Mr Wong concluded with niche marketing of non-traditional tourism belt areas like Kadavu, the Northern Islands, Lomaiviti and Sunshine coast, spreading the tourism dollar to remote parts of Fiji with greater participation from resources owners is needed.

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