NEW TOURISM STRATEGIES TO BE UNVEILED TOMORROW

Local tourism operators and representatives from Fiji’s main target markets will gather in Nadi tomorrow (Tuesday) for the unveiling of Tourism Fiji’s global marketing plan for 2014.

Advertising in the plan is built around the new tourism branding – “Fiji, Where Happiness Finds You” – which emphasises a holiday experience based not only on Fiji’s natural attributes but on an enjoyable and lasting interaction with the Fijian people.

A series of new television advertisements will also be unveiled to the local media at the annual Tourism Fiji Industry Day at the Sofitel Resort in Denarau.

The unveiling will come at the end of a day of closed sessions as an array of speakers update local operators on aspects of Fiji’s marketing effort and explain how they can capitalise on the initiatives themselves.

The CEO of Tourism Fiji, Rick Hamilton, will present the global marketing plan for the year ahead, which includes new features on the organisation’s website – www.fiji.travel  - and an expansion of its agent training program.

Regional Directors and representatives from the key markets – Australia, New Zealand, the US, Britain, Europe, Korea and India – will also showcase their plans for 2014 and field questions from the local industry. And Tourism Fiji’s public relations and social media agencies will review the industry’s overall performance in 2013 and unveil their strategies for the year ahead.

The Attorney General and Minister for Tourism, Aiyaz Sayed Khaiyum – who will make the closing address tomorrow afternoon (Tuesday) in open session – said it was critical for the local industry to maintain the highest standards and be constantly ready to adapt to changing market circumstances.

“Now more than ever, holidaymakers have a range of potential destinations to choose from and Fiji needs to differentiate itself, to effectively target specific niches in each of our markets.

Fortunately, our people are our biggest asset and drawcard and it is their warmth and hospitality that is having a lasting impact with international visitors and is gaining us so much repeat business. That is our point of differentiation and it starts from the time they board a Fiji Airways plane in Australia, New Zealand, Hong Kong, or the US and ends when they arrive back home, having found happiness in Fiji”, he said.

The Attorney General said the Bainimarama Government was determined to grow market share for Fiji’s biggest revenue earner, not only through initiatives such as the “Happiness” branding but by encouraging the national carrier to open up more routes.

“We’re confident that our budget allocation to Fiji Airways to explore new opportunities will soon see the introduction of direct flights between Nadi and Singapore, which will open up a vast new market, not only in South East Asia but extending to the Indian subcontinent and the Middle East”, he said.

“This will also complement the routes operated by our other partners such as Korean Airlines, Virgin, Jetstar and Air New Zealand”, he added.

The Interim Chair of the Board of Tourism Fiji and Permanent Secretary for Tourism, Elizabeth Powell, said it was important to acknowledge the central role of every Fijian in the new Tourism Fiji national branding.

“When we present Fiji as being a place “where happiness finds you”, it is not a slogan.  It is a reality.  Every single Fijian has an innate sense of hospitality and takes real enjoyment from sharing the beauty of our Fijian home with our visitors.  We live this new brand and are looking forward to sharing it with many more international visitors in 2014”, she said.

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