Tourism Fiji’s regional directors and managers converged at the Ratu Makutu Event Centre at the Shangri-la’s Fijian Resort for the Tourism Industry Day celebration last Thursday.
Tourism Fiji has offices in the United Kingdom, Ireland, South Korea, North America, Europe, Japan, New Zealand, India, Hong Kong, China and Australia.
The regional managers and directors based in these countries highlighted strategies they were using such as online websites, small videos, and other mediums to promote Fiji in the international markets.
Minister for Tourism, Aiyaz Sayed-Khaiyum urged participants at the meeting to think how best they could maximise opportunities from government’s perspective and from the perspective of Tourism Fiji, which was to bring in the most at good deals.
“That is the overall objective. So dealing strategically in our interest and for having a long-term strategy in place we do need to go to emerging markets. That’s reality,” Sayed- Khaiyum said.
“In the already mature or established markets we need to think wiser and work better and get the technology to ensure that we get the maximum benefits out of the funds that have been allocated into those markets.
“That is what we need to focus on because as I’ve already said, we do need to spread our risks. We definitely want more numbers to come from Australia and NZ but we want the percentages to go low.
“It’s like running any business we need the numbers higher, we need the growth higher but we need to spread the risk and from our perspective that’s how we want our investment to be returned.
“We need to take holistic approach to it.”
Sayed- Khaiyum said stakeholders need to have a lot more collaborative and team effort and with all the other players in the market for example individual properties.
“Air Pacific, which is the national carrier and they do spend a lot of money on their own, but how do we get the best synergies out of it,” he said.
“I think the reality is that we need to all collaborate and take a team effort in terms of marketing Fiji. Yes, you will do your individual properties that’s understandable and you need to do that but how best do we synergize that and I think that’s the trick.”
The minister also highlighted that Levuka was a great place but there was a lack of infrastructural development.
“The roads are being built and it will be tar-sealed and there will be a better water system,” Sayed–Khaiyum said.
“So when you see the numbers that...