Fiji Hotel and Tourism Association, 22 August 2024 – There are several events taking place that have tourism’s pulse jumping, and while several events taking place might not necessarily make that much of a difference individually; together they are pushing up the demand for rooms and further extending the high season that would normally be edging downwards around late August,
So what is causing this palpable sense of optimism which pushes out from the tourism hot spots into the communities impacted by tourism, through the vast range of supplier networks that add their large numbers of workers to those already working in tourism and hospitality, and through the general economy eventually?
From the announcements of the new flight routes connecting Fiji to new destinations in the US to the recent launch of a global surf competition, and the growing popularity of Fiji as an exciting place to hold conferences.
All add to the busyness you can see, feel, and experience.
One of these exciting developments is the announcement of the commencement of flights on the horizon for Fiji Airways’ new direct flight route from Dallas-Fort Worth to Nadi – commencing this December.
This will be more than just another route; it’s a major milestone for Fiji.
For the first time, travellers from the heart of Texas can fly non-stop to our tropical paradise. That’s a13 hour direct flight to sand, sun, sea and adventure!
It’s more than just convenience too; it’s about building connections and creating new opportunities for tourism and businesses alike while opening a window directly into the South Pacific from an extremely busy city hub in the heart of America.
There’s a lot to celebrate as we gear up for that inaugural flight in December that will become another major connection and gateway and is set to bring even more of the world to our shores.
In the meantime, sustainability is creating inroads into the industry that have made it possible to better protect precious marine and land environments more visibly.
Providing the impetus to be more than just resilient; introducing, practising and sharing how we protect and support the environment has also allowed the industry to show the world the natural beauty of Fiji that allows us to revel in it with the happiness we share so generously with our visitors.
We all know that Fiji’s natural beauty is one of our greatest assets, and it’s our responsibility to protect it.
That’s where the Pacific Marine Wildlife Watching Guidelines come in.
Organised by SPREP, EU and SPTO, these new guidelines are more than just recommended best practices – they’re a commitment to ensuring that the breathtaking marine life that draws visitors from all over the world remains unspoiled for generations to come.
Creating these guidelines has been a collaborative effort, with input from various Fijian tourism stakeholders who understand the unique challenges and opportunities we face.
The PACER Plus consultations have also kicked off and they’re shaping up to be important for Fiji’s tourism industry as well.
Now, I know free trade agreements can sound a bit dry, but this one has the potential to impact us in some very significant ways if done correctly.
PACER Plus, led by our Vuvale neighbours Australia and New Zealand, is all about opening up and improving trade across the Pacific.
And that could potentially affect everything from the products we import, to the markets we can access—and that’s just the tip of the iceberg.
So as key players in the tourism sector, we can make our voices heard during the consultations that we have been invited to and help to shape the agreement so that it reflects the needs and priorities of our industry as well.
Potential changes might include trade regulations, shifts in market access, and even adjustments to investment policies that could affect how we operate now and in the future.
So, let’s show up and be part of the conversation.
When it comes to understanding where we stand in tourism right now, there’s nothing quite as telling as looking at the numbers.
Recent data gives us a pretty clear picture of who’s considering Fiji and then booking
Australia, no surprise here, remains our strongest market, with nearly half of all flight searches coming from our neighbours across the pond.
But what’s interesting is that while there’s been a slight uptick in interest from India, we’ve seen a bit of a dip from New Zealand and Japan reflecting the economic slowdowns there.
Maybe it’s time to double down on targeted marketing campaigns, or perhaps introduce more affordable packages that resonate more with what Kiwi travelers might be looking for now.
Accommodation is another key area we’ve been watching closely. July showed a strong occupancy rate of 86%, which is great news, but as we look ahead, bookings for August are still holding at 79%, and even more so for October at 66%.
What’s crucial is how we respond. This is where our strategies need to be agile.
Whether it’s offering special deals, hosting events, or collaborating with other sectors to boost interest; the goal is to keep those numbers up.
Fiji is so much more than its beautiful beaches and luxury resorts; it’s the heart and soul of our communities that truly make it special.
This is why events like the upcoming Port Denarau Live Site during the Corona Fiji Pro surfing event are so important.
From August 22nd to 25th, Denarau is set to come alive with a vibrant mix of local culture and international flair, and it’s the kind of event that reminds everyone—locals and visitors alike—why Fiji is a unique destination.
All while providing a glimpse into the mega surfing event taking place in our waters.
After a seven-year hiatus, Cloudbreak is back on the Championship Tour schedule as the ninth and final stop of the regular season. The 2024 Corona Fiji Pro presented by Bonsoy will see the top 24 men and 12 women return to one of the world’s most perfect and iconic waves. This powerful, left-hand reef break will cap the regular season and officially set the World Surf League (WSL) Final 5 roster.
And the world will be watching us.
Whether it’s the live music from local band Ouvacast, the cultural performances, or even the laid-back vibe of a surf-themed outdoor movie night, these experiences create lasting memories for our visitors.
But it’s not just about showcasing our culture; it’s about the ripple effect these events have. They draw attention to our local talents, boost small businesses, and strengthen the bond between our communities and the tourism sector.
When international visitors participate in these events, they take a piece of Fiji back with them—whether it’s a story, a song, or just the warm feeling of being welcomed.
As we look to the future, there are more exciting opportunities on the horizon that will shine a spotlight on Fiji and elevate our global presence.
First up, mark your calendars for the Fiji Tourism Convention this September.
With a theme centred around collaboration, it’s the perfect platform for us to come together, share ideas, and further drive the growth of Fijian tourism.
As we gear up for these exciting prospects, let’s not forget the big event that’s just around the corner — FHTA’s own trade show, HOTEC 2024.
This year’s HOTEC is shaping up to be a landmark event for our industry. Celebrating everything that makes Fijian hospitality unique while showcasing changing trends, and new technology and checking out opportunities to increase value adding.
From connecting suppliers with hoteliers to showcasing the finest local products and innovations, HOTEC 2024 is where the magic happens.
Whether you’re showcasing your products, networking with potential partners, or simply soaking up the vibrant atmosphere, your presence will make a difference.
So, let’s get excited and make HOTEC 2024 a standout event. This is our moment to shine, to celebrate our achievements, and to set the stage for a thriving future in tourism.
We can’t wait to see you there and to make this the best HOTEC yet!
It’s all happening right now for the Fiji tourism industry and we wouldn’t want to have it any other way.
Fantasha Lockington – CEO, FHTA (Published in the Fiji Times on 22 August 2024)
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