The FijiFirst government promised its full support to the Fiji international golf event that began in 2014 and was hopeful that it would provide a boost to the country’s tourism and economy.
The Prime Minister at that time, Voreqe Bainimarama, said the tournament had a potential broadcast reach of more than 400 million people across 40 countries and would feature Fiji as a top golf and tourist destination in millions of homes around the globe.
He said the annual $8,8 million taxpayers’ money into the tournament would give Fiji a fantastic avenue to promote “our beautiful nation and show the world what we have to offer”.
Minister for Tourism and Civil Aviation, Viliame Gavoka has provided information to Parliament, revealing the Fiji Government invested about $44 million (or $8.8 million annually) on the Fiji International event over five years, beginning in 2014.
“The five-year cumulative direct economic impact from the tournament week alone is an estimated $36 million,” he said.
This includes spending on accommodation, meals, air travel, departure tax etc. and excludes additional visitation outside tournament week or media and advertising value. (Refer to table one)
Players
THE estimated direct economic benefit of the 2017 event conducted through the Fiji International Visitor Survey was an estimated $4.19 million. The data shows on average, about 863 international visitors came to Fiji specifically for the tournament from 2014-2018.
This includes players, caddies and other entourage, media, event organisers from the Professional Golfers’ Association (PGA) of Australia and Sports & Entertainment Ltd, broadcast team, international volunteers, sponsors and other special guests.
Media exposure Government’s investment in the tournament was based on the global exposure of Fiji and brand Fiji, through the tournament’s television broadcast, development of a high end tourism niche – that was golf-tourism – and the development of Fiji’s events and sports events capabilities.
Television Broadcast (including total broadcast hours and media value increases year on year).
“This included exposure of brands Fiji International, Tourism Fiji and Fijian Made,” said Mr Gavuka.
Cumulatively over the 5 years, total media value from the event was $175m while the Fijian brand was $97m.
Event organisers maintain that the media value achieved through television broadcast is a sound measure of Fiji’s return on investment.
“In 2018, the event achieved a media value of approximately $68 million, which would translate to a 755 per cent return on investment in terms of media exposure in key tourism source markets.”
The cumulative global broadcast hours was over 5496 hours across Asia, Pacific (2219 hours), Europe (2188 hours), Africa and Middle East (381 hours), Australasia (310 hours), Eastern Europe (200 hours) and North America and Latin America (198 hours). “The event averages a potential reach of 330+ million households over the 5 years,” said Mr Gavoka.
Press coverage
The PGA tracked press coverage yearly during the tournament week using an independent company, iSentia. (Refer to table two) Indirect benefits Mr Gavoka told Parliament there was also a number of direct local engagements the event organisers facilitated, which included:
1. Golf roadshows conducted with approximately 1000 primary school students around Viti Levu to create awareness of the event and develop the sport in the local community.
2. Engagement of about 300 local volunteers each year, including students from the Fiji National University (FNU), local villages and the golfing and sporting communities. This provided valuable experience in events and golf tournament operations.
3. Scholarship of $5000 for two FNU students (one each in 2017 and 2018)
4. Implementation of the Westpac Schools Golf Development program introducing an estimated 2500 students to the game
5. More than 50 local suppliers on average each year, with approximately 750 employees engaged directly and indirectly pre, during and post event.
6. Skills and development workshop in partnership with the Fiji Arts Council for the Sanasana Women’s group
7. Donation of $12,890 to 6 local schools in 2018 under the “bucks for birdies” campaign
8. Sponsorship of Fiji national golf team from 2014-2017 for $F15,000 per year
“The event organisers and Tourism Fiji also facilitated media familiarisation trips and hosted golf and tourism media throughout the tournament week resulting in additional media coverage.
In 2018, international media coverage was 1878 reports that had a cumulative potential audience of over 12 million people,” said Mr Gavoka.
Mr Gavoka, while in opposition, had moved a motion in Parliament during the budget debate to remove the $8.8m allocation for the Fiji International Golf Tournament.
He had said sponsoring the gold tournament “is something that Fiji cannot afford as it will not help the tourism industry.”
The motion was defeated.
