THERE is a need for Fiji Tourism to build on its strength in attracting more tourists to the country, says the Attorney-General and Minister for Tourism Aiyaz Sayed-Khaiyum.
He said the focus was to also attract the growing markets and at the same time strengthen Fiji's existing markets.
Mr Sayed-Khaiyum said efforts were being made to attract more Indian and Chinese tourists into the country.
"India and China are our two main markets, the Chinese numbers have grown significantly and the number of Chinese tourists is around 30,000 which we are looking to improve on because of higher spending," he said.
"We need to also ensure that our existing markets are also strengthened, we have seen a lot of opportunities in North America which is 15 per cent of arrivals.
"Australia and New Zealand continue to have the biggest (number of) tourists and we need to spread our risk."
Mr Sayed-Khaiyum said Fiji had the potential to match other tourist destinations in the world and everyone should work together to promote the industry.
"We are competing with the rest of the world, some countries have the same temperature and weather in Fiji so we need to build up our strengths -—the Fijian hospitality — which is a good Fijian experience.
"We need to position ourselves in a smart and intelligent manner and we need to all work together.
"We are positioning Fiji as a premium product that is why it is critical to ensure that the entire Fijian brand is protected," said Mr Sayed-Khaiyum.