Backed by an increase in funding and with the full support of the government, Tourism Fiji has officially embarked on the course that is expected to see the country’s tourism industry evolve into a multi-million dollar’ operation welcoming more than 630,000 visitors annually within the next three years. The new look organisation today unveils its new corporate identity to the world and a newly revamped ‘Matai Fiji Specialist’ travel agents’ loyalty program from its newly consolidated headquarters in Nadi…
Backed by an increase in funding and with the full support of the government, Tourism Fiji has officially embarked on the course that is expected to see the country’s tourism industry evolve into a multi-million dollar’ operation welcoming more than 630,000 visitors annually within the next three years. The new look organisation today unveils its new corporate identity to the world and a newly revamped ‘Matai Fiji Specialist’ travel agents’ loyalty program from its newly consolidated headquarters in Nadi.
Officially launching the new logo and travel agents’ loyalty program Minister for Tourism, Mr Aiyaz Sayed-Khaiyum said the introduction of the new identity and the simultaneous release of the revamped travel agents program was the start point of an integrated strategy intended to create even greater impact for the destination on a truly global basis – and as a result attract even more business to Fiji.
“The launch of the new logo represents a catalyst for a major increase in Fiji’s tourism profile in its existing major source markets,” Mr Sayed-Khaiyum said. “At the same time the strategy and additional funding will also enable Tourism Fiji to develop even more profile in several key emerging markets the organisation sees as offering huge potential. These include China, India and Russia.
“The increased funding will also allow Tourism Fiji to step up its efforts in attracting niche market, special interest and sustainable tourism business into the destination.
“This includes the silver market, backpackers, meetings, incentive and conference business, sports tourism, dive, maritime and the key romantic travel market – weddings and honeymoons.
“Elements of the increased FJD23.5 million tourism allocated for the fiscal year will also be used to promote several of Fiji’s non-traditional tourism regions – Kadavu, the Northern Islands, Lomaiviti and the Sunshine coast,” Mr Sayed-Khaiyum said.
While a great deal of today’s launch focuses on the consumer element of Fiji’s tourism business, Tourism Fiji has also reinforced its relationship with the global travel industry with the re-positioning of its highly successful ‘Matai Fiji Specialist’ travel agents’ loyalty program.
Effective immediately, the more than 1500 globally spread travel agents already participating in the program in Australia, New Zealand, the UK, the USA and Canada will be able to access a brand new website that provides them with even more tools to successfully sell the destination. The website is located at www.fijimatai.com.
Not only does the website enable the agents to create and maintain an open dialogue with Tourism Fiji and its various industry partners, it also acts as an invaluable resource to gather up to the minute information on behalf of clients while building even stronger relationships with Fiji suppliers.
Tourism Fiji CEO Josefa Tuamoto said that while the destination faced many challenges on the road to achieving its multi-million dollar industry status, the new direction Tourism Fiji had embarked upon was the start of a very exciting future for the organisation, Fiji’s tourism industry in general and above all, the people of Fiji.
“The enhanced range of services and product we are now able to offer both our local and international customers is intended to play its part in providing even more benefit across an even wider section of Fiji’s tourism industry and our community at large,” he said.
“Above all we intend keeping a keen emphasis on ensuring that whatever we do as an organisation on behalf of our industry and our overseas partners, no matter how international and high the standard needed to be achieved, everything will retain the essence and characteristics that embody the uniqueness of Fiji and its people.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
