Bula Members,
SOFTA has sent FHTA the below copy of their submission to the Permanent Secretary for the Ministry of Industry, Trade and Tourism.
Permanent Secretary
Ministry of Industry, Trade and Tourism
P. O Box 2118, Government Buildings
Suva, Fiji
Bula Shaheen,
Re : Tourism Development Plan-2021.
Thank you most sincerely for the opportunity to be at the consultation discussion for the above agenda at the Sofitel Resort.
Further to the discussions I forward the following that could be used as part of the consultation process.
1. Branding for Tourism
If I remember well the Fiji Tourism Industry has probably undergone 3 branding exercises in the last 20 years. The current branding was probably introduced after good consultation however I am not aware of any that we were part of. And I am glad that you and your team have taken this through a consultation process and to look at an audit to determine the relevance etc in the current market trends. One area that I would suggest that we need to be careful of is that if we make major changes to the branding we may be looked at as a confused Industry with so many brand changes in a short period of time.
I would also suggest that for this exercise it may be worthwhile to discuss or work closely with Fiji Airways as their brand was changed around the same time as Tourism Fiji. The Rebranding of Fiji Airways and the successful management of it is probably one of the best in recent times. It may also be a good idea to include this in the Fiji Tourism Forum as a presentation by the airline .
2. Tourism Action Group
I declare my interest here as I am the current Chairman for the Tourism Action Group, an appointment by the industry since June 2000. The TAG is a private sector committee and funds are raised from this sector to assist in marketing and promotional initiatives during crisis. We had always activated this during political upheavals except for 2016 when the committee decided the need for an industry based effort after the effects of Cyclone Winston. The committee draws members from within the industry and is supported by the National Airline and Tourism Fiji. The effective part of this committee is that it is able to meet quickly, decide on strategies immediately and find support in our source markets for implementation. The success of TAG for 2000,2006 and 2016 are reasons for my opinion that this should be left as per the present arrangement however we could always look at ways to improve and include the ministry’s suggestions.
3. Code of Conduct for Operators
As mentioned by some of the participants at the Consultation I also request that this area be properly discussed before we recommend regulations. The last thing that the Ministry may want to do is to regulate the already regulated. Tour Managers as an Inbound Tour Operator and like similar Operators already follow regulations and procedures stipulated by LTA,OHS, Town Councils, AFL etc and by our own suppliers from overseas who put in stringent service standards to maintain relationship.
4. Attractions and Cultural Centres
There seem to be suggestions for a Cultural Centre or an arts village concept in the Nadi area as part of attractions and excursions.
One of Fiji’s unique difference from our competitors is that we are able to do village visits where tourists are able to experience a culture in its original form.
Our suggestion is to consider using Itaukei Villages and add to it infrastructure for traditional weaving, historical information etc.
For example Viseisei village which now attracts many visitors for village tours could have traditional canoes and historical information of the Landing of the First Fijians.
Sanasana Village in Lomawai produces sea salt and this could be expanded with facilities to show the traditional packaging etc. In this way Fiji will be able to give direct benefits of the tourism dollar to the many villages in the tourism belt and avoid theatre style performances which will only benefit those in one location.
I have copied this to Mr Dixon Seeto (Chairman of FITHA) and to Mr Andre Viljoen (MD/CEO of Fiji Airways) as both the gentlemen were part of the Consultation process and the Tourism Forum meeting.
Looking forward to working with your team for the 2021 Plan.
Damend Gounder
Managing Director
Akiko House, Votualevu, Nadi, Fiji
Phone: (679) 672 8872 | Fax: (679) 672 8866
Email: damend@tourmanagers.com.fj
Website: www.tourmanagers.com.fj
