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Rebranding challenge

Shayal Devi
Thursday, December 05, 2013

DEALING with change is one of the major challenges faced by stakeholders in the tourism industry.

Tourism Fiji CEO Rick Hamilton made the statement at the annual Tourism Industry Day at the Sofitel Fiji Resort on Denarau on Tuesday, saying it can take a bit of time for people to adjust to change.

"We are going through a significant change again with our rebranding and repositioning the way that we operate in overseas countries," Mr Hamilton said.

"We have to ensure we get the biggest return on investment that we can and bringing key people in who cannot only deliver more visitors in Fiji but upskill our people too.

"I think in letting the industry know what we are doing and being transparent, it has resonated very well.

"Everyone is excited about the rebranding of Fiji and the opportunities that are going to come our way in a few years."

Speaking at the conference, Attorney-General and Minister for Tourism Aiyaz Sayed-Khaiyum said Tourism Fiji was known as the Fiji Visitors Bureau, which sounded very bureaucratic.

"We started two years and we had a game plan for this," he said.

"It required a focussed effort into revamping the entire focus of Tourism Fiji and the industry and we needed to get a lot of the things in-house right."

Mr Sayed-Khaiyum said the main topics of interest were transparency, good governance and how to get a good rate of return on investments.

"In the past years, government has given unprecedented funding, meaning that stakeholders are now able to plan for the future."