Fiji’s tourism has been experiencing a moderate forecast growth in New Zealand recently.

Moreso, the strong economic conditions within New Zealand are likely to encourage additional discretionary spending on holidays, says Tourism Fiji New Zealand regional director, Cameron Taylor.

“And the large range and depth of product and experiences over and above other Pacific Islands puts Fiji at an advantage attracting a more diverse demographic,” Mr Taylor said.

While speaking to the short haul group of stakeholders (Australia and New Zealand) of Tourism Fiji, at the Tourism Fiji Industry day held at InterContinental Fiji Golf Resort and Spa, Natadola. Mr Taylor said there was an aggressive competition with US carriers like American Airlines entering the New Zealand market.

“Also many State Tourism Authorities from the USA are considering establishing representatives to be based in market and moreover with the Air New Zealand increasing air capacity to other South Pacific destinations with 787 services to the Cook Islands, Samoa and Hawaii, New Zealanders had been opened to more travel and holiday options,” Mr Taylor said.

But he said in 2017, Tourism Fiji NZ will consolidate and improve on the recent gains in 2016 (17.4 per cent YOY growth) which was attributable to increased air capacity out of New Zealand and marketing messages profiling the diversity of experiences and different regional areas in Fiji.

Tourism Fiji New Zealand has therefore set an outlook to better target repeat visitors who were the 60 per cent of New Zealand’s market through owned media (such as Face Book/Instagram).

“This will also provide greater efficiencies within the budget and help Fiji remain top-of-mind for repeat visitors. Tourism Fiji will maintain trade initiatives in the market,” Mr Taylor said.

In the meantime, the Australian market has been stable yet low in forecast growth. Tourism Fiji Australia regional director, Carlah Walton said the Australian office had spent the previous three years building and consolidating trade relationships with wholesalers and retailers.

“In 2017 Tourism Fiji will adopt a more consumer-facing approach to extend consumer perceptions of Fiji beyond the traditional fly and flop. This will be done by inspiring visitors through compelling experiences and the culture of Fiji,” Ms Walton explained.

She added that whilst core markets of families and couple would remain a focus, an opportunity existed to also target niche markets like diving, fishing and golfing.

She said the competition for Fiji in the Australian market was not only in other countries but the local places in Australia itself.

Tourism Fiji chief executive officer, Mathew Stoeckel said in the short hauls markets, Fiji needed to work to change the perceptions of Fiji being just about fly and flop because Fiji was not.

“We have got outstanding experiences wide across Fiji; world class surfing, soft coral diving and cultural experiences will change their lives here in Fiji.”

Edited by Rusiate Mataika

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