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Tourism Fiji Adds MICE In Portfolio

Tourism Fiji Adds MICE In Portfolio
Tanoa Rakiraki Hotel’s conference room
December 27
10:45 2014

Tourism Fiji is meeting the demands of the Meetings, Incentives, Conferences and Events (MICE) segment within the tourism industry.

This is through the newly established Convention Bureau, Tourism Fiji has announced the expansion of the role of the organisation’s Director of Events, Sally Cooper.

The MICE business is incredibly important for the Fijian tourism industry.

This is especially so, as visitors in this category have a higher average daily spend than most leisure visitors and MICE business works well during Fiji’s low season.

It is a time when it can be challenging to encourage leisure visitors from Australia and New Zealand.

Until now, Fiji has not had a co-ordinated approach to marketing the destination to MICE travellers, leaving it to individual operators to largely work on their own.

The Tourism Fiji Convention Bureau will focus on two key areas. Firstly, it will brand and market the destination to this sector.

Secondly, it will be an impartial body to coordinate bids for large scale MICE programmes.

In establishing the Convention Bureau, acting chief executive, Ken Freer elaborated on the facets of the Convention Bureau that will help grow Fiji’s tourism industry.

“The Convention Bureau will allow Fiji to be marketed to the MICE segment in a professional and coordinated fashion, by the body best placed to do so – the National Tourism Organisation (NTO),” Mr Freer said.

“It’s important to note that this is a long-term plan and the real benefits of the Convention Bureau won’t be seen for 2-5 years, especially for large-scale events and conferences where destinations are planned a number of years in advance.

“So, while Fiji will see a benefit straight away in terms of smaller pieces of business such as smaller incentive groups, the bigger wins will come further down the track.”

With the launch of the Convention Bureau effective as of January 1, the previous role of Director of Events has evolved to include MICE market management to provide the advanced level of service demanded by this niche.

Current director of Events, Sally Cooper, has been appointed to manage both events and MICE businesses.

In accepting the appointment, Ms. Cooper shared her vision for the growth of this
particular segment.

“As infrastructure in Fiji improves holistically with air capacity, roads, transport providers, venues and room inventories increasing – this market is a positive growth market,” Ms Cooper said.

“With the establishment of the Convention Bureau, we aim to offer educational seminars each year to better educate the local service providers and front liners about the differences between servicing the needs of the corporate guests as opposed to guests on leisure,” she added.

“Essentially people that are here on business expect professionalism, punctuality and a higher level of service, which the Convention Bureau will assist the industry cultivate over the next few years.”

“Fiji has the technology and the facilities to deliver conferences and incentives to international standards with the added bonus of the happy Fijian service.”.


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