Tuesday, August 27, 2024 Tourism Fiji is committed to positioning Fiji as a top global destination by leveraging diverse marketing strategies tailored to different markets. With Australia, New Zealand and the United States leading in tourist numbers, emerging markets like China and India are also showing significant growth. Tourism Fiji, CEO, Brent Hill highlights Fiji ‘s focus on showcasing its natural beauty, vibrant culture, and sustainable tourism practices through targeted campaigns and digital marketing and how the nation is attracting a wider range of travelers.
What are currently Fiji’s top source markets for tourists, and what specific marketing strategies are being employed to attract these travelers to Fiji? At Tourism Fiji, we’re committed to showcasing Fiji’s unmatched beauty and diverse experiences to travelers worldwide, ensuring we stay a top holiday destination. We understand that different markets have different priorities. While Australia, New Zealand and the United States are our current leaders, emerging markets such as China and India are a rapidly growing source of tourists for us.
Our brand platform, Where Happiness Comes Naturally is a celebration of our rich culture, one that values the true drivers of happiness and our stunning natural environment. Our global marketing approach leverages our brand and takes it out to the world in integrated ways using media, digital, PR, comms, events, partnerships and activations. To cater for our diverse markets, we’ve identified five key tourism pillars: Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink.
These represent the authentic experiences Fiji offers, and our marketing strategies focus on telling stories developing targeted campaigns to share these pillars with our audiences. We believe showcasing Fiji’s vibrant culture, music, dance will capture the interest of Indian tourists seeking a rich and immersive experience. Additionally, adventure options like water sports, diving, and hiking cater to all ages, while eco-tourism experiences cater to the growing trend of sustainable travel, especially popular with Millennials and Gen Z travellers.
We are deeply committed to environmental responsibility and actively promote reef-safe practices, supporting local businesses, and choosing eco-conscious resorts and tours throughout Fiji. Fijian culture is a combination of diverse influences from our indigenous population, our large Indian population and many other cultures, making it a unique travel experience for visitors from India. Similar to Indian culture, the spirit of family, or ‘vuvale’ holds great value in Fijian society and Fiji’s globally recognised as a family-friendly destination with an abundance of activities, resorts, and accommodations perfect for Indian families with children.
With the recent updates on property developments and the expansion of resorts, how do you anticipate these changes will impact tourist numbers and spending in Fiji? Fiji’s tourism industry is poised for exciting growth, and increasing demand for destination Fiji means increasing our accommodation and experience offering is critical. We’re strategically expanding our accommodation options to cater to a wider range of travelers. New resorts and diverse experiences are on the horizon, from luxurious overwater bungalows for romance-seekers to eco-friendly lodges nestled in breathtaking landscapes for nature enthusiasts.
Budget-conscious travelers will also find comfortable options including glamping, ensuring there’s something for everyone. This wide variety will not only attract new visitors but also encourage existing ones to return for a different flavor of Fijian adventure. With more to see and do, tourists will naturally extend their stays, injecting more money into the local economy through accommodation, food and beverage experiences, and participation in local tours and activities.
Can you elaborate on the “If You Can’t Bin It, Bag It” campaign and other sustainability initiatives that have been launched? How are these programs being received by both locals and tourists? Sustainability isn’t just a buzzword for us — it is vital for us and the next generation, to continue to enjoy beautiful Fiji. Our journey towards sustainability begins at home. We want to encourage everyone – tourists and locals, to play their part in keeping rubbish where it belongs – in the bin.
Tourism Fiji is proud to launch a nationwide initiative, “If You Can’t Bin It, Bag It,” to tackle littering and protect Fiji’s environment. This campaign targets both locals and tourists, promoting responsible waste disposal and a shift in behavior towards a cleaner Fiji. We understand that waste management infrastructure is still developing in some areas in Fiji.
This campaign acknowledges that reality while encouraging everyone to take personal responsibility. The message is simple: if a bin isn’t readily available, hold onto your waste in a bag until a proper disposal option is found. To support this initiative, we’ve partnered with local businesses to create beautiful, reusable bags featuring Fijian artwork.
These free bags will be widely distributed at supermarkets and other retailers across the country. This initiative has been brought to life with funding from several local tourism, corporate and media organisations demonstrating a growing committing to environmental protection across Fiji. In what ways is Tourism Fiji involving local communities in tourism development to ensure that benefits are distributed equitably? Tourism Fiji is committed to ensuring that tourism not only benefits visitors but also enriches the lives of all Fijians.
Our dedication to community-based initiatives is exemplified by our Destination Development team, who work closely with local communities and operators to support their growth and ensure they can scale up. Partnering with the Adventure Travel and Tourism Association (ATTA), we’ve introduced the AdventureNEXT and AdventureEDU programs to enhance the capabilities of local adventure operators. On a marketing front, we actively promote authentic Fijian experiences that directly contribute to local communities’ prosperity.
Through initiatives like village tours, tourists can immerse themselves in Fijian culture, knowing that the revenue generated directly supports economic development and cultural preservation efforts within the communities they visit. Our collaboration with communities extends to the development of cultural heritage programs, such as The Vou Hub, which showcases traditional dances, music, and crafts. These initiatives not only captivate visitors but also provide sustainable income opportunities for local artisans and performers.
Recognizing the importance of environmental conservation, we educate tourists and locals alike on responsible tourism practices. Supporting eco-tourism projects involving local communities in conservation efforts, such as marine protected areas and sustainable farming practices, stresses on our commitment to preserving Fiji’s natural beauty for generations to come. How is Tourism Fiji adapting to the latest digital marketing trends to enhance its visibility and engagement with potential tourists internationally? At Tourism Fiji, we’re staying ahead of the curve with cutting-edge digital marketing strategies to turn dreamers into globetrotters, using as many digital touchpoints as possible to bring our brand and destination to life.
Our website fiji.com.fj is the home of all Fiji content and recently received a facelift to ensure the best and most engaging user experience.
We add new content frequently, ensuring it’s fresh and crafted from a uniquely Fijian perspective. We leverage the power of social media like Facebook, Instagram, TikTok, and Twitter, captivating audiences with stunning visuals, engaging videos, and stories that showcase Fiji’s natural beauty, vibrant culture, and unique experiences. Additionally, targeted social and digital media advertising ensures our message reaches the most relevant travelers.
Collaborations with influencers play a key role in our strategy. By partnering with figures like Bollywood celebrities Rakul Preet Singh and Jackky Bhagnani, we showcase genuine experiences that resonate with viewers, giving them a glimpse into why Fiji is extraordinary. Further amplifying our digital presence, we encourage tourists to share their Fijian adventures on social media and review platforms.
This user-generated content provides authentic insights for potential travelers, building trust and fostering a sense of community. We regularly partner with Indian Online Travel Agencies (OTAs) like Ease My Trip, Make My Trip, and Pick Your Trail. These partnerships expand our reach and offer potential visitors a seamless travel planning experience.
What are the main challenges Fiji faces in growing its meetings and conference sector, and what measures are being taken to address these challenges? Fiji offers a truly unique proposition for the Meetings, Incentives, Conferences, and Exhibitions (MICE) market. However, we recognize there’s room for growth. Limited large-scale conference facilities, competition from established destinations, and the perception of Fiji as primarily a leisure destination require us to be strategic in our approach.
While connectivity from major hubs in Australia, New Zealand, and Asia is strong, Fiji is working in partnership with our national carrier Fiji Airways to increase accessibility with long-haul flights and limited intra-island transportation. To unlock Fiji’s full MICE potential, we’re launching targeted marketing campaigns that showcase our unparalleled blend of natural beauty, rich culture, and world-class hospitality. Increased connectively with the introduction of Starlink to the Fijian market also helps us stay appealing to businesses and business travellers.
Additionally, we’re promoting Fiji as a leader in sustainable event practices, appealing to environmentally conscious organizations and further strengthening our value proposition. Looking forward, what are the strategic plans for further expanding Fiji’s tourism sector in the next five years, particularly regarding infrastructure development and international collaborations? We’re making strategic investments to address challenges and solidify Fiji’s position as a world-class destination. This includes multiple infrastructure projects both large scale and boutique, cutting-edge technology for a seamless visitor experience, and a focus on sustainable growth through community engagement.
Furthermore, Tourism Fiji is actively attracting events to Fiji and enriching the overall visitor experience, all contributing to Fiji’s status as a world-class destination. Fiji has $531 million in committed investments and 13 confirmed developments. By fostering innovation, investing strategically, and empowering communities, Tourism Fiji is confident Fiji’s tourism success will soar.
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