SUNBIZ

Island Regions Urge Tourism Fiji To Differentiate Them When Marketing

  There is a need to market the Mamanucas and Yasawas along with other island regions as a tourist destination. This was part of submission by Robinson Crusoe Island, Lomani
23 Jun 2016 12:37
Island Regions Urge Tourism Fiji To Differentiate Them When Marketing
Blue Lagoon Cruises offers trips to the Mamanucas and Yasawas.

 

There is a need to market the Mamanucas and Yasawas along with other island regions as a tourist destination.

This was part of submission by Robinson Crusoe Island, Lomani Island, and Plantation Island director Hannah Raffe during the Tourism Fiji Talanoa Roadshow at the Tanoa International Hotel in Nadi this week.

Consultations will allow Tourism Fiji to listen, engage, and solicit input from Industry partners to form the basis of the organisation’s marketing plans for 2017.

The initiative is in line with the Fijian Government’s Policy of creating an all-inclusive tourism approach.

Ms Raffe said they understood that Tourism Fiji’s main obligation was to promote Fiji as a whole.

“But we feel very strongly it is also important for customers to know the differences between the Mamanuca and the Yasawa Islands and the Island regions in Fiji.”

 

Issues faced

Ms Raffe mentioned some issues faced by properties in Mamanuca and the Yasawa Islands.

“The marketing environment changes rapidly and with more consumers relying on online resources, it is becoming more difficult for us to maintain our identity,” she said.

“The cost of business is simply higher in the islands which often translate to high prices.

“We have to produce our own power source and save  drinking water compared to the main supplies in the main land. We also to accommodate our own staff.”

Ms Raffe said given these factors, it was often hard to match the pricing in mainland hotels or to offer heavy discounted pricing that can be pre-requisites for exposure for many distribution channels.

“Our geographical isolation whilst being strength, can also be a weakness. The additional requirements for organising air transfers can be intimidating for customers,” she said.

“Many resorts do not have phones in the rooms, some do not have air-conditioning and internet.

“This can translate to lower star ratings and may create negative perception of hotel quality. In essence, we need to differentiate ourselves as a region in Fiji in order to compete with the rest of the market.”

Ms Raffe said they hoped to provide Tourism Fiji some marketing insight regarding the issues they faced as a region so that Tourism Fiji can consider this when formulating the overall marketing strategy.

 

Features:

The Mamanucas and the Yasawas are rich with abundance of resources, beautiful white sandy beaches, coral gardens and lovely blue waters.

They offer some unique and amazing experiences, world class surfing, swimming with Manta rays and sharks and visiting some of the movie shooting locations such as Castaway and Blue Lagoon.

It is also a diverse region and can offer something for all types of travellers from low budget back-packer resorts to higher end luxury resorts.

Feedback:  litia.tikomailepanoni@fijisun.com.fj

 

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