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Published on : Monday, November 18, 2013
The restructure and re-branding of Tourism Fiji is showing outcomes, as the industry is now the leading foreign exchange earner. Tourism Fiji interim chair Elizabeth Powell says an extensive global survey was carried out by the tourism industry stakeholders to establish Fiji’s brand positioning.
The tourism industry has welcomed contributions from all its major players and is hopeful the introduction of third Fiji/Hong Kong direct flight by Fiji Airways will bring more visitors that are Asian.
For the past few years, the government has been regular with its budget allocation for tourism and industry stakeholders say they have used the money wisely. Powell says twenty-three point five million dollars is not a big amount when taken out of Fiji and keeping this in mind… the industry engaged the best public relations company to help in branding.
“We now have campaigns for which we control the messaging, we control the quality, and we control the brand – so instead of paying three different television companies or film companies to produce ads on Fiji – we now pay the best and we use it in all markets.”