SUNBIZ

Selling Fiji To Tourists

Fiji has many great attractions that bring tourists to our beautiful country in ever increasing numbers. Tourism Fiji and the major operators in Fiji’s tourism industry, including the country’s international
05 Mar 2016 08:30
Selling Fiji To Tourists
The recent visitors from China and Taiwan on board the chartered flights said Fiji’s physical environment, the crystal clear sea, the sweetness of the breeze, the lushness and vibrant colour of the vegetation and rich taste of the vegetables and fruit was what amazed them here. The above is a picture of Likuliku Lagoon Resort with its overwater bures....yet another attraction.

Fiji has many great attractions that bring tourists to our beautiful country in ever increasing numbers.

Tourism Fiji and the major operators in Fiji’s tourism industry, including the country’s international airline, Fiji Airways, are very active in our source markets and a lot of money is spent on establishing the “Fiji Brand”.

Currently this is summed up in the line “where happiness finds you”.

This positioning is a development of a significant volume of attitudinal research carried out in the main source markets.

Over the past 20 years, I have personally been involved in attitudinal research in the markets and one single point is always the strongest feedback, the Fijians are the happiest and most welcoming people in the world.

They love children and every tourist feels absolutely comfortable leaving their kids with the Fijians in the resort and doing their own thing.

People constantly tell stories in research groups about the love Fijians have for people (any people) and how that made the holiday a wonderful and very memorable experience.

What’s more important, they also tell all their friends. And that is the core of the destination’s appeal to almost every tourist.

 

Attracting tourist dollar

But there are other things that make Fiji stand out from the crowd of countries trying to attract the tourist dollar.

Just recently we had a number of charter flights from mainland China and Taiwan, and it was really interesting to observe the response of this group to the environment in Fiji.

It is true that people measure experiences, both good and bad, against their own background and the greatest differences are usually the things they remember the most.

For a significant percentage of these visitors, the most impact came from the physical environment, the crystal clear sea, the sweetness of the breeze, the lushness and vibrant colour of the vegetation and rich taste of the vegetables and fruit.

They were amazed at this and asked how it was possible. The clean environment was an experience almost all of them commented on and found it something special about Fiji.

It is something that we Fijians take for granted, we seldom stop and really look at the environment we live in.

I had a mate some time ago who was working for an international non-government organisation that was involved in minimising the impact technology would have on the environment.

He was asked to establish the levels of pollution caused by emissions from motor vehicles and he set up monitoring equipment at the junction of Princes Road and Edinburgh Drive in Suva.

This was a notorious spot in those days where the diesel busses grinding their way to the top of the hill spewed out huge amounts of black smoke.

To everyone’s surprise, the equipment recorded only minimal pollution. He explained that, while we could see the smoke, it was dispersed quickly by the trade winds and had almost no effect.

I was recently asked by a client to write a description of why artesian water and rain water in Fiji was so pure and this also describes the reason our air quality is so amazing. My copy was as follows.

 

 

SECRET TO THE PURITY OF FIJI ARTISEAN WATER?

A quick glance at a map of the world will answer the question.

Fiji is strategically located in the beautiful South Pacific Ocean, thousands of kilometers from any developed country.

The South Pacific waters are crystal clear and unpolluted, all the nearly 360 islands that make up the country are tropical paradises, with protecting coral reefs and lush forest vegetation.

The islands were formed by volcanic action hundreds of thousands of years ago. Fiji is not a center of manufacturing, with the largest industries tourism and agriculture (predominantly sugar cane).

There is no air pollution and the environment is pure and clean.

Year round, the country is treated to the cooling South East Trade winds. The trade winds are generated in the Antarctic region and flow across the Southern Pacific Ocean.

As they move North they start to build up clouds laden with pure water evaporated from the sea. There is no other land in their path until they reach Fiji.

The nearest land is over 1500 Km away so there is no possible source to pollute the air and water vapour.

When they reach Fiji, the clouds bearing the pure water vapor are forced into higher and cooler altitudes by the mountain range across the center of the main island, Viti Levu and the vapor condenses and falls to earth as rain.

On the southern faces of the mountain range it rains almost every evening at dusk.

The water runs off into streams and rivers, but a great deal is absorbed by the porous volcanic rock that forms the core of the island.

It flows through the rock, moving downward until it comes to large voids formed by air when the rock was molten, where it fills the hollow, then finds its way through funnels to the surface to emerge as springs of cool, pure water.

This whole action takes hundreds of years and as the water permeates through the volcanic rock it picks up minerals which give it a distinctive and delicate flavor.

 

Purest environment

This purity also relates to the air in Fiji, giving us one of the purest environments in the world and yet this has never been a part of our communication to the tourists of the world.

If you come from a city that daily has air quality alerts, the pure air is an exciting experience and another reason people love Fiji.

Add to that the fact that there is no dangerous animal, no poisonous reptile, no health issues with the food, few issues of personal safety, no real discomfort from the climate, no firearms in the wrong hands, no discrimination against tourists and you can be sure that “happiness will find you”.

Maybe we should start spreading the word on our Facebook, twitter and other social media pages.

 

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