Constraints Addressed include Concentration of Tourism is 88% in 4 key areas, Denarau, Coral Coast, Mamanuca/Yasawa and Suva, along with Tourism leakage – Lack of locally/ Fijian made products and services in the tourism sector.
Intended Changes in the Market include Increase tourist yield from Fijian branded products and experiences along with Promoting niche destinations through better air and sea connectivity.
Intervention Areas and Partnerships
Domestic Air and Sea Connectivity – Vuda Marina, Port Denarau Marina, Savusavu Tourism Association.
Sustainable Community Business Engagement – Tifajek Mudpool and Hot Springs, Rise Beyond the Reef, Talanoa Treks, Nama of Fiji
Booking Technology and Destination Marketing – Pacific Bed Bank, Tour Managers Fiji, Tourism Kadavu, Tourism Suncoast, Cover Story Limited.
Product Development, Branding and Placement – Adi Chocolates, Bula Coffee, Vou (Dance) Fiji, Fiji Museum, Coconut Kids Fiji, Southern Solutions, Essence of Fiji.
Key Results
Development of niche destinations marketing initiatives, including new destination videos for Kadavu, Savusavu and Rakiriki (“Suncoast”) and improved flight scheduling to Vanua Levu and Support for the introduction and growth of 6 new locally made tourism products into the tourism market: coffee, chocolate, handicrafts, toys and clothes and blast frozen fish.
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