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Powell: A long journey

Felix Chaudhary
Wednesday, May 07, 2014

THE plan to develop an exposition of Fijian holiday destinations, products and services began three years ago, says Ministry of Tourism permanent secretary Elizabeth Powell.

Strategies were composed and activities were designed to ensure the new expo would benefit local sellers and international holiday wholesalers and sustainably develop the tourism industry into the future, she said while delivering her remarks at the opening of the inaugural Fijian Tourism Expo at Sheraton Fiji Resort yesterday.

"The journey to this event has been a really long one," she said.

"It began over three years ago. Following an exhaustive and extensive global audit of the Fijian tourism brand, the board of Tourism Fiji began a total overhaul of Tourism Fiji's brand and brand messaging, our organisational structure and our strategic direction."

Ms Powell said one of the key issues highlighted during the audit was that the strategies and slogans used at the time did not show the world what Fiji was really all about. "We have much of our culture which we have yet to fully share with Fiji's international guests.

"Similarly, while we are immensely proud of our cornerstone resorts on Denarau, Nadi, Mamanucas and the Coral Coast, there are many stunningly picturesque areas in Fiji most international guests to our country have yet to discover."

Ms Powell highlighted the fact that The Fijian Tourism Expo included the widest range of Fijian tourism exhibitors ever.


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