Tourism Fiji Chair and Board of Directors,
Tourism Fiji Chief Executive Officer and team,
Invited Guests,
Tourism Industry Stakeholders,
Members of the media,
Ladies and Gentlemen,
Bula vinaka and a very good morning to you all.
Before I begin, let us please pay tribute to one of the tourism industry’s biggest icon. A person who devoted his life to develop Fiji’s Tourism Industry to where we are today, the late Mr. Dixon Seeto.
His passing away in July this year was a huge loss for all of us. I’m sure if he was here, he’d take me to a corner and say “Minister, if you have a few minutes, there’s something I’d like to discuss” And it was hard to say no to Dixon.
It is our responsibility, ladies and gentlemen, to continue his legacy so that all that he believed in continues to live on for the betterment of the tourism industry.
Ladies and Gentlemen,
In the spirit of continuity, I am pleased to be here today, at this important event in Tourism industry’s annual calendar. Although we are no strangers, this is my first Industry Day, as the Minister responsible for tourism.
Today we share with you a global update on Tourism Fiji’s key projects and plans, which will allow you to hear directly from our marketing teams in Fiji and in the region. I am also informed that Tourism Fiji will showcase the new website, brand and share plans for the next phase of the Bulanaires campaign.
Ladies and gentlemen, your contribution to Tourism Fiji’s programme for next year is very important. Let’s strengthen the partnerships to carry the dynamic tourism industry forward as the impetus to our Fijian economy.
Fiji’s tourism industry without a doubt contributes significantly to our economy and is the largest foreign exchange earner.
I am aware of the enormous responsibility that comes with managing a key sector, which contributes almost 40 per cent to the country’s GDP. It is incredibly fulfilling to know the work that we do has a huge impact on Fiji and makes a difference in the lives of Fijians, which makes it all the more gratifying.
On this note, I thank you all for your efforts in engaging with the Ministry in the implementation of the Fijian Tourism 2021 (FT 2021). There have been notable achievements to date, including the completion of several studies on our niche markets, such as the Cruise Impact Study, Farm to Tourist’s Table, Destination Comparative Study and others of which work has begun on the implementation of recommendations from the studies.
Ladies and Gentlemen,
As most of you are aware, the Fijian Government through the FT2021, aims to achieve a F$2.2 billion industry by 2021. We want to open our shores to new and high-value markets. This includes maintaining our key markets and also paying special attention to emerging ones.
Recent statistics by the United Nations World Tourism Organisation forecasts a global 3-4 percent increase for 2019, including strong outbound travel from emerging markets such as India and Russia. Fiji is not an exception. Year to date October, arrivals from Russia noted a 39.6% growth whilst India grew 7.6% compared to the same period last year.
Ladies and Gentlemen,
This is why we’re all here today. To understand how the global tourism landscape is evolving, who our potential customers are or could be, and how we intend on marketing ourselves strategically with the right messaging. So, everything that will be presented today will ultimately benefit you.
We will pay special attention to having in place regional brands that complement our national one. This will mean, you as custodians of your respective region, will need to take ownership, as well as have pride in what is distinct to your special regions.
This can only be achieved through continuous collaboration and partnership between the Fijian Government, the marketing arm Tourism Fiji and partners of the Fijian tourism industry.
Ladies and Gentlemen,
Our visitors come from all parts of the world to see and experience – our naturally beautiful islands, our warm and friendly people and our, like no other, ‘Bula Spirit’ that’s bursting with life and happiness.
I would also like to acknowledge Tourism Fiji’s efforts in the Brand Revitalisation, which is a crucial marketing component for brand Fiji across all key source markets. Through this, you, our key stakeholders, can become custodians of the brand in your respective regions.
I am also pleased to announce that Tourism Fiji has revamped its website, which I’m sure the team will do more justice presenting. With fresh content being constantly updated, we can showcase better Fiji’s vibrant and ever-changing industry.
The new site is user friendly with interactive imagery, videos and has many features that allows potential travelers to see and explore the activities on offer in Fiji, at a touch of a button. The new assets and videos also helps attract new customers to our website which is always a plus!
Ladies and Gentlemen,
You would have received a copy of Tourism Fiji’s 2020 Calendar of Activities, which outlines the great opportunities ahead. I cannot emphasise enough the importance of your cooperation and support in strengthening our presence in our strategic markets.
With those words, I encourage you all to talk to Tourism Fiji and the Ministry here today, because it is only by openly communicating and working together that true progress is made. This partnership is the best catalyst for the continued growth of our Tourism Industry.
Thank you. Vinaka vakalevu.