SPTO chooses new 3rd millennium name
The South Pacific region’s South Pacific Tourism Organisation, interestingly newly titled with a 3rd millennium name, South-pacific. Travel hopes to make the industry a USD$2billion (FJ$3.34 billion) per annum revenue earner by 2010.
South-pacific. Travel’s CEO Tony Everitt said this is possible if the current growth rates were maintained, adding, “We believe we are the largest industry in the region, and certainly have the greatest sustainable growth potential.”
“Quantifying this potential is a hard target that everyone can remember and understand is a step towards making it happen.”
An analysis on the value of tourism in the region two years ago carried out by SPTO says that the sector’s value was estimated at about USD1 billion (FJ$1.67 b) in 2000, from little under 1 million international visitors, with by 2004 the figures growning to USD1.5B (FJ$2.5b) from about 1.2 million visitors.
Tony Everitt said, “If we can maintain the same growth rate for the second half of the decade that was achieved in the first half, we could be looking at a USD$2billion pa industry by 2010”. “If we can do that, then tourism could be the single biggest contributor to Pillar 1 of the Pacific Plan economic growth.”
“Realising this target will require a lot of hard work, investment, commitment, and cooperation between the public and private sector.” “This level of sustainable economic contribution is an exciting prospect, but it also raises questions about its contribution to employment growth and poverty alleviation.”
“Assessing these will be an important next step, as will be identifying issues and barriers to achieving the target.”
The organisation took on a 3rd millennium name to draw attention to its rapidly developing portal, with South-pacific. Travel having about 200 private sector members across the Pacific and members receive benefits such as features and links on the official destination portal for the South Pacific (which received 743,000 visitors in 2006), regular market intelligence, and participation in marketing and development programmes.
The organisation has also launched a web site to market South Pacific tourism to potential travellers from China, with site in Mandarin and is registered under the domain, www.spto.com.
SPTO’s internet and marketing manager Peter Dawkins had said the move followed the People’s Republic of China’s decision to grant destination status to more Pacific Islands over the past year, adding, “This now presents a great opportunity for increasing visitor numbers to the region.” “Our Chinese website is a first step in raising awareness of the region within China and we are already receiving positive feedback on the site from online Chinese travel portals”
He said the site provided a comprehensive overview of the South Pacific with complete profiles on SPTO’s 12 Pacific Island member countries.
Report by The Mole
John Alwyn-Jones
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