The island nation embarks on a rebranding spree to spruce up its image
Naisoso Island
Having been allocated US$23.5 million from the government, Tourism Fiji is currently undergoing a major rebranding campaign, with the Chinese market being among its primary targets.
The NTO’s rebranding exercise comes on the heels of national carrier Air Pacific’s decision to revert to its 1951 name of Fiji Airways from 2013. Its revitalising efforts include the addition of three new aircraft and a revamped fleet, as well as fresh furnishings and enhanced in-flight offerings.
Earlier this year, Air Pacific set up a new office in Hong Kong while a Shanghai marketing and PR office was recently established to support the existing Hong Kong office.
According to Dave Pflieger, managing director and CEO of Air Pacific and chairman of Tourism Fiji, the Hong Kong and Shanghai offices will be used to boost outbound traffic from China – currently Fiji’s fifth biggest source market – as well as the wider middle-class Asian market through offering destination and product information.
Samu Savou, the Beijing-based trade commissioner of The Pacific Islands Forum, said Fiji’s natural assets would appeal to Chinese travellers. “They won’t come here for shopping or for luxurious living and cuisine. Chinese will come to the islands because of our pristine environment and our unique cultures.”
Besides targeting frequent Chinese travellers, Tourism Fiji also seeks to establish the archipelago as an alternative to popular Asian islands such as Bali and Phuket by offering improved flight facilities, more competitive travel packages and a broader range of accommodation options, according to Dixon Seeto, president of the Fiji Islands Hotel & Tourism Association.
Meanwhile, Jetstar is also luring Asian visitors to the Pacific nation with multi-country holiday packages that include Australia, New Zealand and Fiji from its Asian bases. The launch of Jetstar Japan earlier this year is also expected to encourage travel to Fiji via New Zealand or Australia, marking a welcome return of Japanese tourists after Air Pacific’s service to Tokyo ceased in 2009.
While Fiji is better known for its exclusive island resorts, a number of four- and five-star properties are under development on the main island of Viti Levu.
Two new casinos have broken ground, one on Denarau and one in Suva, while the historic Grand Pacific Hotel will open next year after a multi-million dollar refurbishment. Naisoso Island, connected to Nadi by a bridge, will soon be home to a Peppers resort as well as a four-star property, alongside restaurants and leisure facilities.
Reporting by Natasha Dragun
