Reinventing Fiji tourism’s magic mantra
May 28 2009
Despite having spent most of her life in the warm, sunny and welcoming
climes of Fiji, Sala Toganivalu Lesuma, regional director of Tourism
Fiji in New Zealand, rejoices when the weather goes all murky and cold
here.
“I love it when it gets cold, windy, rainy and miserable out there,”
she says pointing out from her office window to the wet, dull greyness
that hangs over the city like a pall of gloom. “It gives Kiwis the
strong urge to take a break and head for the sunny beaches of Fiji.
That’s nature’s way of advertising Fiji,” she smiles.
Having spent two decades in packaging and marketing Fiji tourism –
three of them at her present posting in Auckland – Sala has seen the
spectacular path that Fiji’s tourism has blazed on its way to becoming
the undisputed leader of South Pacific destinations over the years.
Tourism has always been one of Fiji’s top two foreign exchange earners
(the other being remittances) and most governments down the years have
left no stone unturned to promote the country’s many attractions for
tourists of every kind.
“The challenge is to present new facets of the amazing choice that Fiji
offers ranging from lifestyle holidays to adventure tourism, and over
the years we keep discovering many new niches,” Sala says. “We also
need to be mindful of other world trends when we build strategies.”
Recently there has been a flurry of media reports that the number of
tourists going to Fiji has seen a decline. Are the political
developments of recent years to blame, we asked Sala.
“We keep politics out of tourism. And the Kiwi tourist is far too
intelligent and discerning to form opinions about anything by merely
reading media reports,” she says. “Ask anyone who has returned from
Fiji and they will tell you how they enjoyed themselves and never
personally experienced any problems.”
Sala readily agrees that there is a decline in tourist numbers. “But it
is unfair to blame it all on political developments and we are too
close to events to assess what developments have had what sort of
effect – but we have to acknowledge that there are several other
factors as well,” she says.
“New Zealand has been in recession since the first quarter of last year
so there was bound to be an impact on people’s discretionary spending.
It is not only Fiji that is facing declining numbers – there’s a
downturn across the world.
“The number of young Kiwis going on their big OE has plummeted over the
past year. So the global financial situation, like every other sector
of business including tourism, has affected Fiji too.”
The recent 20 per cent devaluation in the Fiji dollar will go some way
in reversing the trend, believes Sala. “I am sure we will see the
effects soon, though it is too early to assess it at this moment.”
Meanwhile, taking a leaf out of Fiji’s tourism success story, other
Pacific destinations have stepped up their act. “As you’ve probably
noticed, Samoa, Vanuatu, Tahiti and the Cook Islands have begun
promoting their destinations quite aggressively over the past few
years,” Sala points out.
The novelty that newer destinations offer has certainly brought in
competition to the Fiji tourism brand. “Kiwis are savvy travellers –
they are on the lookout for something new all the time,” says Sala.
The challenge then is to keep reinventing the idea of going to Fiji for
a break with newer communication messages to reflect the new tourism
developments that are happening in Fiji, according to Sala.
The FijiMe and BulaMe campaigns have been extremely successful over the
past couple of years. “We’re now telling people who haven’t been to
Fiji recently and have been trying out other Pacific destinations to
come back. We’re telling them that Fiji’s the same yet different: the
same smiles and hospitality, the same sparkling waters and lovely
beaches and the same swaying palms – and of course the world’s
friendliest people. But there’s also a lot of new things happening.”
So what’s new?
Plenty. The super luxury Intercontinental Hotel at Natadola opens its
doors later this month. Situated in one of the finest locales anywhere,
it boasts of one of the world’s most beautiful golf courses (it was
initially supposed to be designed by Vijay Singh).
“The Liku Liku over-the-water resorts has been a runaway success too,”
Sala said. It is the first over-the-water-cottage resort in Fiji on the
lines famous one at Bora Bora in French Polynesia.
“The resort is so fully booked up with European tourists across several
months that we have not even been promoting it here in New Zealand and
Australia,” Sala says. “But there are plenty of new offerings in every
accommodation segment from backpacker places to five star hotels and
resorts, not to mention the new adventure sporting avenues that have
opened up in the Fiji highlands.”
Tourism Fiji is also actively wooing the Indo-Fijian segment. Though it
has always comprised a big chunk of the “VFR” (visiting friends and
relatives) segment, Fiji has not been promoted as a tourist destination
especially to the new generation that has grown up in New Zealand and
Australia.
“Of course we don’t have to sell them the charms of Fiji because they
all know it, having travelled there so often. What we are trying to say
is as well as spending time with your families and friends, why don’t
you also take some time off yourself and enjoy a holiday in your very
own home country?” says Sala.
Tourism Fiji believes this is a market that has tremendous
possibilities and is working on promotions to appeal to this segment.
The contribution of Indo-Fijians to Fiji has been great throughout
history and continues to this day even though many of them live
overseas.
It is also looking for newer markets and is planning special
initiatives to woo Indians from India, who are now recognised to be a
fast growing segment in international travel.
Meanwhile Tourism Fiji continues to work hard to meet the challenges
thrown up by the global financial situation and growing competition for
the tourist dollar. “Innovation is a continuous process and it is
important to project Fiji’s many new offerings in keeping with its
leadership as the South Pacific islands’ foremost tourism and holiday
brand,” says Sala.
climes of Fiji, Sala Toganivalu Lesuma, regional director of Tourism
Fiji in New Zealand, rejoices when the weather goes all murky and cold
here.
“I love it when it gets cold, windy, rainy and miserable out there,”
she says pointing out from her office window to the wet, dull greyness
that hangs over the city like a pall of gloom. “It gives Kiwis the
strong urge to take a break and head for the sunny beaches of Fiji.
That’s nature’s way of advertising Fiji,” she smiles.
Having spent two decades in packaging and marketing Fiji tourism –
three of them at her present posting in Auckland – Sala has seen the
spectacular path that Fiji’s tourism has blazed on its way to becoming
the undisputed leader of South Pacific destinations over the years.
Tourism has always been one of Fiji’s top two foreign exchange earners
(the other being remittances) and most governments down the years have
left no stone unturned to promote the country’s many attractions for
tourists of every kind.
“The challenge is to present new facets of the amazing choice that Fiji
offers ranging from lifestyle holidays to adventure tourism, and over
the years we keep discovering many new niches,” Sala says. “We also
need to be mindful of other world trends when we build strategies.”
Recently there has been a flurry of media reports that the number of
tourists going to Fiji has seen a decline. Are the political
developments of recent years to blame, we asked Sala.
“We keep politics out of tourism. And the Kiwi tourist is far too
intelligent and discerning to form opinions about anything by merely
reading media reports,” she says. “Ask anyone who has returned from
Fiji and they will tell you how they enjoyed themselves and never
personally experienced any problems.”
Sala readily agrees that there is a decline in tourist numbers. “But it
is unfair to blame it all on political developments and we are too
close to events to assess what developments have had what sort of
effect – but we have to acknowledge that there are several other
factors as well,” she says.
“New Zealand has been in recession since the first quarter of last year
so there was bound to be an impact on people’s discretionary spending.
It is not only Fiji that is facing declining numbers – there’s a
downturn across the world.
“The number of young Kiwis going on their big OE has plummeted over the
past year. So the global financial situation, like every other sector
of business including tourism, has affected Fiji too.”
The recent 20 per cent devaluation in the Fiji dollar will go some way
in reversing the trend, believes Sala. “I am sure we will see the
effects soon, though it is too early to assess it at this moment.”
Meanwhile, taking a leaf out of Fiji’s tourism success story, other
Pacific destinations have stepped up their act. “As you’ve probably
noticed, Samoa, Vanuatu, Tahiti and the Cook Islands have begun
promoting their destinations quite aggressively over the past few
years,” Sala points out.
The novelty that newer destinations offer has certainly brought in
competition to the Fiji tourism brand. “Kiwis are savvy travellers –
they are on the lookout for something new all the time,” says Sala.
The challenge then is to keep reinventing the idea of going to Fiji for
a break with newer communication messages to reflect the new tourism
developments that are happening in Fiji, according to Sala.
The FijiMe and BulaMe campaigns have been extremely successful over the
past couple of years. “We’re now telling people who haven’t been to
Fiji recently and have been trying out other Pacific destinations to
come back. We’re telling them that Fiji’s the same yet different: the
same smiles and hospitality, the same sparkling waters and lovely
beaches and the same swaying palms – and of course the world’s
friendliest people. But there’s also a lot of new things happening.”
So what’s new?
Plenty. The super luxury Intercontinental Hotel at Natadola opens its
doors later this month. Situated in one of the finest locales anywhere,
it boasts of one of the world’s most beautiful golf courses (it was
initially supposed to be designed by Vijay Singh).
“The Liku Liku over-the-water resorts has been a runaway success too,”
Sala said. It is the first over-the-water-cottage resort in Fiji on the
lines famous one at Bora Bora in French Polynesia.
“The resort is so fully booked up with European tourists across several
months that we have not even been promoting it here in New Zealand and
Australia,” Sala says. “But there are plenty of new offerings in every
accommodation segment from backpacker places to five star hotels and
resorts, not to mention the new adventure sporting avenues that have
opened up in the Fiji highlands.”
Tourism Fiji is also actively wooing the Indo-Fijian segment. Though it
has always comprised a big chunk of the “VFR” (visiting friends and
relatives) segment, Fiji has not been promoted as a tourist destination
especially to the new generation that has grown up in New Zealand and
Australia.
“Of course we don’t have to sell them the charms of Fiji because they
all know it, having travelled there so often. What we are trying to say
is as well as spending time with your families and friends, why don’t
you also take some time off yourself and enjoy a holiday in your very
own home country?” says Sala.
Tourism Fiji believes this is a market that has tremendous
possibilities and is working on promotions to appeal to this segment.
The contribution of Indo-Fijians to Fiji has been great throughout
history and continues to this day even though many of them live
overseas.
It is also looking for newer markets and is planning special
initiatives to woo Indians from India, who are now recognised to be a
fast growing segment in international travel.
Meanwhile Tourism Fiji continues to work hard to meet the challenges
thrown up by the global financial situation and growing competition for
the tourist dollar. “Innovation is a continuous process and it is
important to project Fiji’s many new offerings in keeping with its
leadership as the South Pacific islands’ foremost tourism and holiday
brand,” says Sala.
Despite having spent most of her life in the warm, sunny and welcoming climes of Fiji, Sala Toganivalu Lesuma, regional director of Tourism Fiji in New Zealand, rejoices when the weather goes all murky and cold here. “I love it when it gets cold, windy, rainy and miserable out there,” she says...
Despite having spent most of her life in the warm, sunny and welcoming
climes of Fiji, Sala Toganivalu Lesuma, regional director of Tourism
Fiji in New Zealand, rejoices when the weather goes all murky and cold
here.
“I love it when it gets cold, windy, rainy and miserable out there,”
she says pointing out from her office window to the wet, dull greyness
that hangs over the city like a pall of gloom. “It gives Kiwis the
strong urge to take a break and head for the sunny beaches of Fiji.
That’s nature’s way of advertising Fiji,” she smiles.
Having spent two decades in packaging and marketing Fiji tourism –
three of them at her present posting in Auckland – Sala has seen the
spectacular path that Fiji’s tourism has blazed on its way to becoming
the undisputed leader of South Pacific destinations over the years.
Tourism has always been one of Fiji’s top two foreign exchange earners
(the other being remittances) and most governments down the years have
left no stone unturned to promote the country’s many attractions for
tourists of every kind.
“The challenge is to present new facets of the amazing choice that Fiji
offers ranging from lifestyle holidays to adventure tourism, and over
the years we keep discovering many new niches,” Sala says. “We also
need to be mindful of other world trends when we build strategies.”
Recently there has been a flurry of media reports that the number of
tourists going to Fiji has seen a decline. Are the political
developments of recent years to blame, we asked Sala.
“We keep politics out of tourism. And the Kiwi tourist is far too
intelligent and discerning to form opinions about anything by merely
reading media reports,” she says. “Ask anyone who has returned from
Fiji and they will tell you how they enjoyed themselves and never
personally experienced any problems.”
Sala readily agrees that there is a decline in tourist numbers. “But it
is unfair to blame it all on political developments and we are too
close to events to assess what developments have had what sort of
effect – but we have to acknowledge that there are several other
factors as well,” she says.
“New Zealand has been in recession since the first quarter of last year
so there was bound to be an impact on people’s discretionary spending.
It is not only Fiji that is facing declining numbers – there’s a
downturn across the world.
“The number of young Kiwis going on their big OE has plummeted over the
past year. So the global financial situation, like every other sector
of business including tourism, has affected Fiji too.”
The recent 20 per cent devaluation in the Fiji dollar will go some way
in reversing the trend, believes Sala. “I am sure we will see the
effects soon, though it is too early to assess it at this moment.”
Meanwhile, taking a leaf out of Fiji’s tourism success story, other
Pacific destinations have stepped up their act. “As you’ve probably
noticed, Samoa, Vanuatu, Tahiti and the Cook Islands have begun
promoting their destinations quite aggressively over the past few
years,” Sala points out.
The novelty that newer destinations offer has certainly brought in
competition to the Fiji tourism brand. “Kiwis are savvy travellers –
they are on the lookout for something new all the time,” says Sala.
The challenge then is to keep reinventing the idea of going to Fiji for
a break with newer communication messages to reflect the new tourism
developments that are happening in Fiji, according to Sala.
The FijiMe and BulaMe campaigns have been extremely successful over the
past couple of years. “We’re now telling people who haven’t been to
Fiji recently and have been trying out other Pacific destinations to
come back. We’re telling them that Fiji’s the same yet different: the
same smiles and hospitality, the same sparkling waters and lovely
beaches and the same swaying palms – and of course the world’s
friendliest people. But there’s also a lot of new things happening.”
So what’s new?
Plenty. The super luxury Intercontinental Hotel at Natadola opens its
doors later this month. Situated in one of the finest locales anywhere,
it boasts of one of the world’s most beautiful golf courses (it was
initially supposed to be designed by Vijay Singh).
“The Liku Liku over-the-water resorts has been a runaway success too,”
Sala said. It is the first over-the-water-cottage resort in Fiji on the
lines famous one at Bora Bora in French Polynesia.
“The resort is so fully booked up with European tourists across several
months that we have not even been promoting it here in New Zealand and
Australia,” Sala says. “But there are plenty of new offerings in every
accommodation segment from backpacker places to five star hotels and
resorts, not to mention the new adventure sporting avenues that have
opened up in the Fiji highlands.”
Tourism Fiji is also actively wooing the Indo-Fijian segment. Though it
has always comprised a big chunk of the “VFR” (visiting friends and
relatives) segment, Fiji has not been promoted as a tourist destination
especially to the new generation that has grown up in New Zealand and
Australia.
“Of course we don’t have to sell them the charms of Fiji because they
all know it, having travelled there so often. What we are trying to say
is as well as spending time with your families and friends, why don’t
you also take some time off yourself and enjoy a holiday in your very
own home country?” says Sala.
Tourism Fiji believes this is a market that has tremendous
possibilities and is working on promotions to appeal to this segment.
The contribution of Indo-Fijians to Fiji has been great throughout
history and continues to this day even though many of them live
overseas.
It is also looking for newer markets and is planning special
initiatives to woo Indians from India, who are now recognised to be a
fast growing segment in international travel.
Meanwhile Tourism Fiji continues to work hard to meet the challenges
thrown up by the global financial situation and growing competition for
the tourist dollar. “Innovation is a continuous process and it is
important to project Fiji’s many new offerings in keeping with its
leadership as the South Pacific islands’ foremost tourism and holiday
brand,” says Sala.
climes of Fiji, Sala Toganivalu Lesuma, regional director of Tourism
Fiji in New Zealand, rejoices when the weather goes all murky and cold
here.
“I love it when it gets cold, windy, rainy and miserable out there,”
she says pointing out from her office window to the wet, dull greyness
that hangs over the city like a pall of gloom. “It gives Kiwis the
strong urge to take a break and head for the sunny beaches of Fiji.
That’s nature’s way of advertising Fiji,” she smiles.
Having spent two decades in packaging and marketing Fiji tourism –
three of them at her present posting in Auckland – Sala has seen the
spectacular path that Fiji’s tourism has blazed on its way to becoming
the undisputed leader of South Pacific destinations over the years.
Tourism has always been one of Fiji’s top two foreign exchange earners
(the other being remittances) and most governments down the years have
left no stone unturned to promote the country’s many attractions for
tourists of every kind.
“The challenge is to present new facets of the amazing choice that Fiji
offers ranging from lifestyle holidays to adventure tourism, and over
the years we keep discovering many new niches,” Sala says. “We also
need to be mindful of other world trends when we build strategies.”
Recently there has been a flurry of media reports that the number of
tourists going to Fiji has seen a decline. Are the political
developments of recent years to blame, we asked Sala.
“We keep politics out of tourism. And the Kiwi tourist is far too
intelligent and discerning to form opinions about anything by merely
reading media reports,” she says. “Ask anyone who has returned from
Fiji and they will tell you how they enjoyed themselves and never
personally experienced any problems.”
Sala readily agrees that there is a decline in tourist numbers. “But it
is unfair to blame it all on political developments and we are too
close to events to assess what developments have had what sort of
effect – but we have to acknowledge that there are several other
factors as well,” she says.
“New Zealand has been in recession since the first quarter of last year
so there was bound to be an impact on people’s discretionary spending.
It is not only Fiji that is facing declining numbers – there’s a
downturn across the world.
“The number of young Kiwis going on their big OE has plummeted over the
past year. So the global financial situation, like every other sector
of business including tourism, has affected Fiji too.”
The recent 20 per cent devaluation in the Fiji dollar will go some way
in reversing the trend, believes Sala. “I am sure we will see the
effects soon, though it is too early to assess it at this moment.”
Meanwhile, taking a leaf out of Fiji’s tourism success story, other
Pacific destinations have stepped up their act. “As you’ve probably
noticed, Samoa, Vanuatu, Tahiti and the Cook Islands have begun
promoting their destinations quite aggressively over the past few
years,” Sala points out.
The novelty that newer destinations offer has certainly brought in
competition to the Fiji tourism brand. “Kiwis are savvy travellers –
they are on the lookout for something new all the time,” says Sala.
The challenge then is to keep reinventing the idea of going to Fiji for
a break with newer communication messages to reflect the new tourism
developments that are happening in Fiji, according to Sala.
The FijiMe and BulaMe campaigns have been extremely successful over the
past couple of years. “We’re now telling people who haven’t been to
Fiji recently and have been trying out other Pacific destinations to
come back. We’re telling them that Fiji’s the same yet different: the
same smiles and hospitality, the same sparkling waters and lovely
beaches and the same swaying palms – and of course the world’s
friendliest people. But there’s also a lot of new things happening.”
So what’s new?
Plenty. The super luxury Intercontinental Hotel at Natadola opens its
doors later this month. Situated in one of the finest locales anywhere,
it boasts of one of the world’s most beautiful golf courses (it was
initially supposed to be designed by Vijay Singh).
“The Liku Liku over-the-water resorts has been a runaway success too,”
Sala said. It is the first over-the-water-cottage resort in Fiji on the
lines famous one at Bora Bora in French Polynesia.
“The resort is so fully booked up with European tourists across several
months that we have not even been promoting it here in New Zealand and
Australia,” Sala says. “But there are plenty of new offerings in every
accommodation segment from backpacker places to five star hotels and
resorts, not to mention the new adventure sporting avenues that have
opened up in the Fiji highlands.”
Tourism Fiji is also actively wooing the Indo-Fijian segment. Though it
has always comprised a big chunk of the “VFR” (visiting friends and
relatives) segment, Fiji has not been promoted as a tourist destination
especially to the new generation that has grown up in New Zealand and
Australia.
“Of course we don’t have to sell them the charms of Fiji because they
all know it, having travelled there so often. What we are trying to say
is as well as spending time with your families and friends, why don’t
you also take some time off yourself and enjoy a holiday in your very
own home country?” says Sala.
Tourism Fiji believes this is a market that has tremendous
possibilities and is working on promotions to appeal to this segment.
The contribution of Indo-Fijians to Fiji has been great throughout
history and continues to this day even though many of them live
overseas.
It is also looking for newer markets and is planning special
initiatives to woo Indians from India, who are now recognised to be a
fast growing segment in international travel.
Meanwhile Tourism Fiji continues to work hard to meet the challenges
thrown up by the global financial situation and growing competition for
the tourist dollar. “Innovation is a continuous process and it is
important to project Fiji’s many new offerings in keeping with its
leadership as the South Pacific islands’ foremost tourism and holiday
brand,” says Sala.
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