The newly appointed Fiji Consul-General & Trade Commissioner to Australia, Zarak Khan is adamant on building on the brand recognition that Fiji has achieved as a leisure destination.

Mr Khan said this he would use to Fiji’s advantage in his role.

“Our culture, warm hospitality and the inherent nature of our people to welcome visitors are positive traits that can be leveraged in attracting investments, particularly in other service sectors, where friendlessness and a warm persona are highly valued,” he said.

Mr Khan was appointed on 27 June, this year and commenced duties at the Ministry of Industry, Trade and Tourism and took up posting in Sydney, Australia earlier this month.

He said a key challenge he had come across in the brief time spent in the role is that, Fiji is not traditionally recognised as a business destination in Australia.

“We are more renowned as a tourism destination – our sun, sand, sea and the beautiful smiles of our people,” Mr Khan said.

“I would also like to focus on working with exporters to promote the Fijian brand in the Australian market.

“Most Australians know and recognise Fiji. They know it’s a safe place to visit with their families and friends and they aspire to take a vacation in Fiji.”

Role in Australia

Mr Khan said his role would be to take advantage of the momentum that has been generated by seven consecutive years of economic growth which Fiji has experienced.

He said this is to convert that into implemented foreign investment projects in Fiji in addition to opening up new market access opportunities for our Fijian exporters.

“One of the most marketable traits about Fiji is our people.

“We have a young population that is talented, innovative, driven and ambitious and are keen to take up income earning opportunities in new growth sectors such as ICT.

“Our goal is to bring in investments which have both a social and economic objective and they tap into the aspirations of our young people and provide them with decent work opportunities.”

Mr Khan said the trajectory of sustainable growth that ICT sector in Fiji has taken is a good example that they would like to build on.

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