WITH more than 650,000 tourist arrivals recorded last year, Tourism Fiji believes in adopting unique and proactive approaches when it comes to marketing Fiji as a holiday destination.
Events co-ordinator Sally Cooper said the inaugural Fiji Fashion Week Resort Wear Show at Sofitel Fiji Resort and Spa on Saturday was an opportunity for visitors to see what local designers could produce.
"We know that marketing a holiday destination in this day and age is not about showing white sandy beaches and clear blue water.
"Tourists want to get a holiday destination and know more about what makes it special. In Fiji, traditionally, this has involved visits to villages, meke and kava ceremonies," she said.
"Even though Fijian culture is incredibly important to showcase, the modern and thriving Fiji is just as important.
"That's why it's great to see Fiji Fashion Week move to a resort wear event."
She said the event allowed the tourism sector to collaborate with the Fijian fashion industry and support local businesses.
"How great would it be if more of these 650,000 visitors could be given an opportunity to sample, fit and purchase Fijian designed and manufactured clothing of the highest international standard?
"Events like these are great as Fiji's undeniable talent is given an opportunity to shine in front of a wide local and international audience."