Fijian tourism officials and representatives from Fiji’s main target markets will meet in Nadi tomorrow for the unveiling of Tourism Fiji’s new global marketing plan for 2014.
The structure of the plan is to build a new tourism branding initiative: “Fiji, Where Happiness Finds You,” which emphasizes a vacation experience based not only on Fiji’s natural attributes, but also on forming lasting connections with the Fijian people.
Officials will also unveil a series of new television advertisements as part of the plan, which will be showed to local media at the annual Tourism Fiji Industry Day at the Sofitel Resort in Denarau.
The unveiling event will include multiple speakers discussing various aspects of Fiji’s marketing techniques, as well as how they can capitalize on the initiatives themselves.
The CEO of Tourism Fiji, Rick Hamilton, will unveil the marketing plan for the year ahead at the end of the day’s events, which includes new features on the organization’s website – www.fiji.travel – and a larger agent training program, as well.
Regional Directors and representatives from Fiji’s key markets (Australia, New Zealand, the United States, Britain, Europe, Korea, and India) will showcase their plans for the next year and field questions from local officials. In addition, Tourism Fiji’s public relations and social media teams will discuss the industry’s performance and success over the past year, as well as how they hope to improve over the next year.
According to the Attorney General and Minister for Tourism, Aiyez Sayed Khaiyum, it is critical that the local industry operates with the highest standards and is constantly ready to adapt to changing markets.
“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 interntional 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 United States and ends when they arrive back home, having found happiness in Fiji,” he said.
The Attorney General also said that the Bainimarama Government is determined to grow market share for Fiji’s biggest revenue earner by encouraging the national carrier to open up more routes.