Fiji promotional campaign raises interest in Australia……
The Fiji Visitors Bureau’s promotional campaign has piqued the interest of the Australian tourist market to the point where it is slowly recovering from post-coup difficulties.
The bureau’s Australian regional director, Paresh Pant, said the number of Australians booking a holiday in Fiji was slowly picking up, with the Australian television and print media campaign, which included email promotions, launched in June.
Mr Pant said the campaign depicted a Fiji that was “value for money”.
“We’ve learned that the Australian consumer wants a simple, easy to understand holiday deal,” he said.
“This campaign and the downgrading of the DFAT travel advisory, which are important factors in Fiji’s increasing tourism numbers, shows it is safe to travel to Fiji.”
Meanwhile, FVB chairman Patrick Wong said they had yet to receive the $3.8million grant from the Government.
He said $1.5million was given last month with an outstanding balance of $1.6m remaining. This money is from the bureau’s revised budget allocation of $10m.
The $3.8m grant is a separate allocation from the bureau’s annual budget that was to supplement the industry following the drop in tourist arrivals late last year.
He said tourists from the Australian and New Zealand destinations made up a large portion of the 65 per cent tourist bookings for the July-August period.
“By tradition we don’t give discounts for this period because this is peak season, but we broke tradition and still can’t make it to the 90 per cent bookings that has been our record prior to this,” Mr Wong said.
However, plans are underway by the Fiji Islands Visitors Bureau to use an airline company to establish cost effective tourism holiday packages targeted for the northern division.
FVB director of marketing Cherrill Watson said this would include sending educational and press visits to the northern division. “We plan to expand the Bureau’s relationship with Pacific Sun to establish cost effective ways of sending educational and press visits to the area,” she said.
Report by The Mole
John Alwyn-Jones
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