Tourism drive "critical".
The Fiji Visitors Bureau says that the second phase of the tourism marketing campaign which kicks off next week is critical for the industry.
FVB CEO Viliame Gavoka said looking at the structural recovery after the success of the second phase, the industry would return to normal visitor numbers by June.
Tourism Action Group (TAG) Chairman Damend Gounder said the second phase of the marketing campaign would determine how the industry was recovering since the military takeover.
Mr Gounder said the second phase would focus its marketing campaign in Australia, New Zealand, Northern America, United Kingdom and Europe.
He said the second phase was important as it would drive the numbers that the industry wanted from June.
The marketing campaign in Australia and New Zealand was launched by TAG earlier this month to help boost visitor arrivals, after the industry hit a slump following the December military takeover.
Mr Gounder said the key factor in world tourism was that customers started planning travel to destinations such as Fiji in April.
He said that was why the marketing campaign was vital to the industry.
He said the industry needed the Interim Government’s support to carry out the campaign effectively. “The request by the industry for the $3.8million for marketing campaign is very vital,” said Mr Gounder.
Mr Gavoka had earlier said that despite the increase in visitor arrivals following the campaign in Australia and New Zealand, the numbers were still 35% less than for the same period last year.
Despite the comparative figures, Mr Gavoka had said the industry was optimistic about its future.
The first phase of the marketing campaign in Australia and New Zealand was encouraging, said Mr Gavoka. He said there were huge televised and print campaigns, with encouraging results.
Mr Gavoka said this was reflected in feedback from industry partners in New Zealand such as airlines and wholesalers, who said the number of bookings to Fiji had greatly improved.
The industry wants to raise more than $1million for the marketing efforts, in addition to the $3.8million that the Government has been requested to fund.
So far, TAG has received about $200,000. Contributors include the Bula Fiji Tourism Exchange which donated $50,000, the Australia and New Zealand Banking Group Ltd ($75,000) and Westpac Banking Corporation ($50,000).
Report by The Mole
John Alwyn-Jones
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