Fiji urged to increase tourism promotion spend
Outrigger Enterprises Group chairman, Dr Richard Kelley has called for greater marketing and promotion help from the Fijian government, saying the industry cannot do it alone.
Speaking at the tenth birthday celebrations of Outrigger on the Lagoon Resort on Fiji’s Coral Coast, Dr Kelley said, “There are so many people who do not know about Fiji, even where it is in the world geographically.
“Therefore it is essential that we place more emphasis on destination and brand marketing.’’
Dr Kelley stressed that a strong relationship between government and Tourism Fiji was essential.
“We need the help and partnership of the Fijian government,’’ he said.
“In Hawaii, travel and tourism accounts for about 40 percent of the economy and generates more than 40 percent of the state tax revenues.
“The funds that the Hawaiian government spends on travel and tourism marketing return $4.70 for every dollar invested. That’s a return on investment of 370 per cent.
“In Fiji, travel and tourism accounts for an amazing 60 percent of the economy,†he said.
Dr Kelley said that while there was now a strong bond between government and tourism operators in Hawaii, it had not always been the case.
“There was a time when the entire state of Hawaii spend less on destination marketing annually than McDonalds spend advertising hamburgers in Los Angeles in a quarter.
“Working together we changed that and Hawaii now hosts seven million visitors annually,’’ he said.
Ian Jarrett
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