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Fiji Time: 11:59 PM on Sunday 21 September

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Fijians, a key marketing feature

Felix Chaudhary
Friday, November 09, 2012

INFORMATION gleaned from a survey conducted on close to 4000 international passengers departing from the Nadi International Airport has formed the basis of Tourism Fiji's brand new advertising and rebrand campaign.

Speaking at the launch of the rebrand, Tourism Fiji chairman David Pflieger said while there were many comments about the natural beauty of Fiji, the warmth and friendliness of the people scored the highest points with international guests.

"What we heard was that people wanted out and wanted to escape to a place like Fiji. And this is very true in the current climate where people are working longer hours and harder. For the visitors that chose Fiji, the remarks were that while the beauty of Fiji was nothing short of stunning, the people of Fiji were more impressive," he said.

Attorney-General and Tourism Minister Aiyaz Sayed-Khaiyum said the warmth, genuineness and easy smiles of the Fijian people were often taken for granted.

"I was attending an international telecommunications conference and the minister from Bhutan said his government had programs that measured and encouraged gross domestic happiness. Citizens attended classes to learn how to smile. It then hit me that we take our smiles for granted.

"It is very much part and parcel of the Fijian culture, psyche and makeup and I am very pleased that our new happiness campaign is very unique and is linked to people as opposed to inanimate objects," he said.


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