The Fijian tourist market is booming and with this increase comes more demands.

The South Pacific Tourism Organisation (SPTO) Marketing Manager Alisi Lutu tells the Sun Business the demand from the tourist varies but they are looking for more.

She said: “We did a review of our brand ‘the South Pacific Islands Discover Paradise’ based on feedback from our members.

“They said we were starting to look tired especially in the international market where there was a need to revitalise our brand.”

SPTO conducted research which covered international markets travel agents as well as the member countries.

Through the research some of the key things which came up were the sandy beaches.

Various Demands

However, Ms Lutu explained there are growing demands for culture and adventure but this varies from markets.

“The Chinese market are more into islands, they got that perception in their head where islands have beautiful beaches and waters that’s attractive to them.

“However, Europe and United States of America continue to be driven by the adventure. This is because they have to travel far; money investing in travelling is a big factor. Therefore, for them it’s exotic and adventurous experience,” she added.

“The Australian and New Zealand market are still quite family driven, and they still have the weddings and honeymoons as well which is a big niche especially for the Asian market.”

Review

Taking the increasing and various tourist demands, SPTO is looking at reviewing the South Pacific Brand as a whole.

Mr Lutu said: “We are currently reviewing and hoping to develop the South Pacific brand which will carry us to the region.

“One of the key things from the review is that we can educate our members in terms of what the consumers look at when they are thinking of a destination which helps in selling our brand.”

She explained through the continuous awareness of the South Pacific brand the markets are seeing more independent travellers.

“Tourists are getting more confidence to travel on their own instead of a group,” she said.

“We are seeing that more coming out of China, so there is a transition in terms of consumer preferences and travel into the region so we continue to monitor that.”

Feedback: rachael.nath@fijisun.com.fj