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MICE Bureau Plans

MICE Bureau Plans
November 07
11:08 2014

Tourism Fiji has announced its intention to establish a convention bureau in Fiji.

A convention bureau is a destination marketing organisation whose main purpose is to market and promote a destination for any corporate meetings, incentives, conventions and exhibitions.

Tourism Fiji’s convention bureau will be an independent body working with the entire Fijian industry to ensure the destination is effectively marketed to this lucrative segment, and to coordinate the bidding process for major conventions and events in Fiji.

Other services provided by the bureau will include distributing business leads to the industry, assisting with education about the meetings, incentive, conference and events industry, and facilitating product development.

Tourism Fiji’s Director of Events, Sally Cooper, said: “There are over 500 convention bureau around the world, as most destination marketing organisations have realised the importance of this industry.

“Tourism Fiji is the body best suited to lead the holistic growth of this industry in Fiji, bringing together operators, both large and small, to make sure we present our destination in the most professional and coordinated manner possible.”

Significant investment is already underway in Fiji that makes the country more attractive to international conferences and events.

The development of Nadi International Airport, improved roading infrastructure and completion of the Denarau Island Convention Centre all help give international conference organisers confidence in Fiji’s ability to compete globally.

“Business tourism is incredibly lucrative, with participants’ average spend being significantly more than leisure visitors,” Ms Cooper said.

“Fiji is already attracting significant amounts of business tourism, but Tourism Fiji is very confident that an increased focus on this area under our leadership will provide significant benefits to the tourism industry.”

Tourism Fiji acting chief executive, Ken Freer, said: “The Fijian government is fundamentally committed to this industry.

“The government will soon release Fiji’s long-term Tourism Development Plan.

“This plan provides the framework to grow our tourism industry to be worth $2 billion per annum, including an additional 10,000 jobs.

“By establishing a convention bureau for Fiji, Tourism Fiji will help our industry capitalise on a great opportunity to deliver the ambitious targets set by government.”

The Convention Bureau website and marketing collateral will be launched at the Asia-Pacific Incentives & Meetings Expo (AIME) in Melbourne in February.

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