Food at heart of Tourism Fiji's niche strategy
Although Fiji has historically suffered from a poor reputation for food, the destination's dining scene has evolved and is set to become a major part of Tourism Fiji’s strategy to target niche markets.
At the inaugural Fiji Tourism Expo, the tourism body signalled its intention to look to “under-represented” tourism markets such as those interested in gastronomy, weddings, watersports, adventure, culture and backpacking to grow visitation.
"We have a real opportunity to boost visitor numbers to Fiji by capturing the attention of niche markets that may not be aware of the strength of our offering and depth of relevant experiences," chief executive Rick Hamilton revealed.
"For example, the food and dining offering that has emerged in Fiji over the past few years really sets us apart from other South Pacific destinations, fuelled by the rich diversity of our culture.
“Nowhere in the region can match our fusion of Indian, Chinese, Polynesian and native Fijian culinary cultures, which has never been so apparent in Fiji's collective offering to visitors to the archipelago.”
Tourism Fiji regional director Australia Carlah Walton recently told Travel Today that Fijian food can no longer be thought of as under par.
"There's a been a really big emphasis on training local chefs," she said. "it's just about getting the awareness out there."
Meanwhile, Hamilton said “solid groundwork” has been laid for the expansion of the tourism body’s resources into these niche sectors over the three years since its major reorganisation and brand redevelopment.
As part of the push, it will increase the number of “proactive” trade marketing initiatives in a number of key markets, including Australia.
"We're actively seeking opportunities to work with industry representatives around the world to package tailored product that attracts specific types of travellers that previously, may not have been a focus for our industry marketing activities," he said.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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