APPROPRIATE budgetary allocations can help Tourism Fiji compete with destinations “backed by significant marketing budget”, says Tourism Fiji CEO Brent Hill.
Speaking on Fiji’s tourism marketing strategies in New Zealand, he said familiarity with Fiji as an asset also posed challenges in a fiercely competitive market.
“The challenge intensifies as Fiji competes with destinations backed by significant marketing budgets. As the market gets competitive, Tourism Fiji needs to increase presence and this can be achieved through appropriate budgetary allocations,” Mr Hill said in an interview.
“Tourism Fiji tackles this by maintaining a steadfast presence and consistent messaging in the market. We also use a lot of social media, influencers and the like to show different sides of Fiji — for example the depth of adventure experiences, and the luxury options we have.
“We reinforce Fiji’s status as a premium destination while actively broadening perceptions to provide compelling reasons for travellers to choose Fiji for their next holiday.”
Mr Hill said Fiji’s location and the cheap airfare prices between the two countries makes it a preferred destination for Kiwis.
“In the New Zealand market, numerous destinations vie for the travellers’ attention, including enticing local offerings. Cruise holidays, in particular, have gained popularity, targeting families – a core audience for Fiji.
“Furthermore, in today’s financial climate marked by a cost-of-living crisis and recession in New Zealand, travellers are more discerning with their discretionary spending.
“New Zealand’s identification as a Pacific island nation fosters a strong cultural affinity with Fiji. This familiarity is reflected in the fact that 56 per cent of New Zealand visitors are repeat travellers, with up to 23 per cent having visited Fiji five or more times.”
Government had allocated $30m to Tourism Fiji in the 2023-2024 National Budget for marketing purposes.
