Fiji Tourism has said the Australian inbound market is “docile” and wants new product to entice new market segments.
“What I find is that it’s been docile… it hasn’t extremely grown or contracted, it has rolled along,” Tourism Fiji chairman Truman Bradley told Travel Weekly.
With 31 buyers from Australia meeting with 110 tourism operators this week at the Fijian Tourism Expo, Bradley is hoping that will change.
Australian visitors represent approximately 35% of inbound tourism, which is 4% of outbound Australian traffic.
“It’s still large numbers but I think we’re missing a point,” Truman told Travel Weekly.
He wants to see more short breaks from Australia, with travellers to arrive Friday and make the most of a weekend just three hours from the east coast. Bradley also wants to reel in millenial travellers.
Meanwhile, Prime Minister Bainimarama touched on the highly competitive international travel market.
“There are many places in the world where you can find a nice beach and a cold drink. But there’s nowhere like Fiji and the emotional connection that our visitors invariably make with the friendliest people in the world,” Bainimarama said.
The Fiji tourism market has matured and the product is different from five years ago, Bradley said.
Bradley cited the adventure travel sector, with shark diving, trekking, deep-sea fishing and white water rafting now on offer.
While the traditional markets of families, weddings and honeymoons remain strong, Tourism Fiji would like to add new markets to the portfolio.
“We are developing and strengthening strong niche markets, including conventions, weddings and sporting tourism,” Bainimarama said
This includes being part of the PGA Australian and European golf tour.