Focus on increasing tourism value, quality and returns

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FIJI’S Tourism Ministry remains focused on increasing the country’s lucrative sector by way value, quality and generating higher returns.

This was underscored by the Permanent Secretary for the Ministry of Industry, Trade and Tourism Shaheen Ali to participants at the 2018 Tourism Fiji’s Industry Day held in Suva today.

Mr Ali said the vision, as stated in the Fijian Tourism 2021, is making tourism a $2.2 billion industry.

“We will reach there before 2021, in fact it’s already $1.9 billion as a revenue we earn together as a sector and we can achieve this by focusing on providing quality service and attracting higher yield from visitors,” Mr Ali said.

“The true essence of tourism lies in realising that our obligations as host are ensuring that hard-earned money and time a tourist commits after making the decision to travel to Fiji is well spent and worthwhile.”

Despite being held away from the tourism hot spot, the Western Division, the event still attracted leaders and major players from the industry to come under one roof to discuss marketing strategies on how best to promote Fiji as a destination amongst other issues.

He asked the participants to ponder, during their discussions, on whether they were making the right decisions for the people who choose to spend their disposable income and spare time- both highly priced in this day and age- in Fiji, worthwhile.

“This industry day, as we hear Tourism Fiji’s marketing plans for next year, we owe it to ourselves and to our guests to do all we can as hosts to deliver this “value” to our visitors.”

Mr Ali said tourism earnings over the past four years, from 2014 to 2017, had increased by 27 per cent while visitor arrivals had increased by 22 per cent, an indication that there was more earning than the visitor arrivals.

To grow the industry, he urged the stakeholders to go through the Fijian Tourism 2021 strategies and identify where and how they can assist the Fijian Government in its implementation.

Mr Ali also emphasised to these key industry stakeholders on the need to keep sustainability in the focus during their discussions as adverse weather has a direct impact on tourism.

 

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