Agent awareness key for Fiji growth: Walton
Fiji eyes growth from non-traditional markets to boost visitation. We chat to Tourism Fiji country manager Australia, Carlah Walton on future plans.
The lucrative MICE market and adventure tourism are key areas expected to come under focus this year for Fiji, as it attempts to encourage a wider and more diverse range of visitors to its shores.
Speaking to Travel Weekly, Tourism Fiji country manager, Carlah Walton said the board would take part in a variety of wedding expo’s across Australia for the first time next year, as well as incorporating new speciality modules in its Matai agent training programme to incorporate MICE and weddings, in a bid to increase growth from outer markets while keeping its main family segment afloat.
With a majority of bookings derived from trade partners, Walton said it was also increasingly important to educate agents about the differences between the various islands and resorts.
“Enjoying yourself in Fiji is making sure you’re staying at the right resort,” Walton said.
“We’re making sure agents are aware of the products by telling them there’s more than you may think.”
“Part of the education process is for the agent themselves. They’re the influencers, and they need to be confident so they know what they’re talking about,” Walton said.
In a bid to improve first-hand island knowledge, Walton said the annual Frontliners Famil will be going ahead in March next year, bringing some 100 Australian and 100 Kiwi “Matai” agents to explore various parts of Fiji.
In addition, the tourism board will be hosting for the third year a separate famil specifically designed for Flight Centre travel agents this November.
“We try to make it as relevant as possible for all parties,” Walton said.
In addition, Walton said advice was also returned back to Fijian suppliers to ensure a high level of service performance is respected.
“We give constant feed back to the industry. it’s really competitive out there and we tell them what they need to do to improve. Sometimes when you’ve been doing something for so long, you don’t look outside. Which is why we are their eyes and ears in our market.”
Australians represent 53% of the total tourism market to Fiji, with families and couples currently its core business, but Walton said competition wasn’t necessarily from neighbouring island regions, rather Bali, Hawaii and Thailand.
“Fiji is supportive of the region, we look at them as brothers, not competitors,” Walton said.
“We are not the cheapest destination, but we don’t pretend to be either. We look at the value proposition,” Walton said.
With 333 islands in Fiji, every island has its own characteristics but first time travellers or those with families are hard pressed to venture offshore according to Walton, mainly due to lack of knowledge about the ease of island hopping.
“I don’t think they understand how easy it is to go to the islands. People can help you and take you to domestic terminals and when people understand that, it’ll be a lot easier to sell,” Walton said.
With Australian arrivals sitting at 360,000 having grown by 10,000 in 2014, Walton expects further growth estimating 400,000 Aussies to Fiji by 2020.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
carlah walton fiji Fijian Tourism Expo fte FTE2015 travel agentsLatest News
Top four airports report return to profit after post-Covid period comes to an end
The aeronautical operations of Brisbane, Melbourne, Perth and Sydney airports returned to profit in 2022-23, the first full financial year since the end of COVID-19 travel restrictions, the ACCC’s latest Airport Monitoring Report shows. In contrast, all four monitored airports reported losses on their aeronautical operations in 2021-22. A return to profit was helped by […]
COMO launches new family-sized farmhouse in the heart of Tuscany
COMO Hotels and Resorts has launched its new farmhouse apartments in the heart of Tuscany, just in time for Australians to escape our wet winter. And it’s also an ideal time for Aussies of Italian ancestry to explore their home country as 2024 has been declared the year of Roots and Heritage Tourism by the […]
Green light, green fuel for Townsville Airport as passenger numbers set to double to 3.7m
The Townsville Airport Master Plan, including the expansion of the airport terminal and development of the surrounding precinct, has been given the green light by the Federal Government. The 2023 plan outlined Townsville Airport’s strategic vision and growth objectives over the next two decades, with a detailed focus on the initial eight years. Townsville Airport […]
New Caledonia in lockdown and airport closed after violent riots rock Noumea
New Caledonia officials have announced a 6pm-6am curfew, a liquor ban and have closed the country’s main airport after overnight riots in which vehicles were torched and roads blocked in the wake of proposed constitutional reforms. Australian Government website Smartraveller has issued an alert informing visitors to exercise a high degree of caution in metropolitan […]
‘Appalling’: Alliance for Gambling Reform CEO describes gaming rules at sea after P&O death
Gambling reform policy makers are shocked at the news surrounding the passing of a guest onboard last week.
Sydney gets excited for Vivid at the city’s favourite entertainment venues
Get lit! Well maybe not the kiddies, but there is a heap of bright and colourful events on at Vivid Sydney 2024.
Novotel Cabramatta launch reveals the start of new hotel and F&B partnership
Brothers will offer hotels bang for their buck in Sydney's booming southwest.
Roots & Heritage Tourism in 2024 with Italian Tourist Board’s Emanuele Attanasio: Travel Weekly TV
Don't blame us if you're yearning for a carb-filled pasta lunch after watching this week's episode!
Aeronology accepted into Virtuoso network as travel-tech company continues to thrive
Aeronology's the new kid on the block making big waves and lucky for you, we're here to get you up to speed.
Qantas suspends flights to Shanghai due to low demand
Low demand prompts Qantas to drop its Sydney-Shanghai flights like a hot dumpling.
From Castle Hill to Paris, local wellness cosmetics brand makes good in world’s best hotels
The harsh glare of our monitors on the news desk have been relieved somewhat by this local brand done good...
Ponant’s $2500 flight credit reward for polar expeditions booked by ANZ travellers
Tap into your inner explorer an save a couple of $K on flights? The trade-off will be frozen fingers.
Portugal, Spain or Morocco? Here’s how to spend a European summer in 2024
Hit a festival in Spain, enjoy a Portuguese tart or take in the raw beauty of North Africa. This feature has it all!
Vietjet’s summer lucky draw event, plus business flights slashed in half
It's not even winter yet and Vietjet's already talking about summer. We certainly aren't judging them!
ERDI offers a path for hospitality leaders of the future, says hotel group CEO
Teaching the next gen in hospo how to serve drinks, take a restaurant order and hold a conversation - yep we're in!
Marketing costs double for tourism operators as Australia’s global footprint shrinks
Cost of living crisis? Forgeddaboutit! If you run a tourism business, your costs have doubled since Covid.
APT adds fourth ship to Travelmarvel fleet in Europe to meet demand
APT punches above its weight in European river cruising - let's see what its got when it comes to naming conventions.
Getting married? W Melbourne has three new packages perfect for the special day
The 'W' themed lights and settings are optional, we hope!
SKYE Suites gets behind Australian Fashion Week, partners with Shark Beauty
We were hoping to get a start at a fashion week event, but apparently our dress sense wasn't up to scratch...
Roadshow Vietnam focus on Ho Chi Minh City heads to Sydney and Melbourne
It's all happening tomorrow in Parramatta and we're sure you'll be able to find a good bahn mi somewhere.
NCL announces two new Aussie BDMs as cruising goes from strength to strength
Cruising may be getting stronger, but we want to know which new BDM is the strongest. We should arrange an arm wrestle.
Inspiring Vacations announces Josh Grocke to new partnerships role
We're sure the best partnerships come about over a long lunch, something Josh will certainly be looking forward to.
Dondra Ritzenthaler announced as Azamara’s new CEO
Dondra's got big news to celebrate, meanwhile we're celebrating a break in the rain today in Sydney.
TTC’s hosting a masterclass series for Aussie agents unlocking the secrets of its five brands
Become an agent of many hats with TTC's new masterclass series!
Dorsett Melbourne appoints new director of sales Maggie Wong
This top female team at the Dorsett Melbourne aims to take the hotel to new heights - even the lucky eighth floor.
Western Sydney Tourism unveils fresh board ahead of ’26 airport opening
'Connect-Stay-Experience', that's the Western Sydney's tourism taskforce's motto. We sort of prefer 'West Is Best'!
From Olympians to mindset coaches, Helloworld’s OMC conference wraps in style
Say hello to a good time and make sure you're at 2025's edition!
Bunnik Tours welcomes KJ Phillips as the new BDM for QLD
We apologise in advance for winding Karen up as our State of Origin sledging begins to ramp up.
Drifter to usher in new age of affordable hybrid accommodation in Christchurch
Sort of like a hostel, but far, far ritzier!
Icebergs restaurateur Terzini joins Mangan at Sydney International Airport
Forget McDonald's or the sushi that's been there all day, dining at Sydney Airport just got a whole let better!
Sabi Sabi Earth Lodge: A beacon of luxury in the Kruger
If the lead image wasn't enough to convince you this is next-level luxury, take a peep inside.
Delegates ready for Africa’s travel showcase Travel Indaba at Durban ICC
How's it? We've requested a bag full of biltong on our reporter's return from this shindig.
APT’s world-first hydraulic-powered restaurant and bar ‘will be the envy of river cruises’
It may have been laughed off at first mention in the APT offices, but now it's here, APT are on top of the game!
Administrators appointed in wake of Air Vanuatu collapse – but there is hope
Another one bites the dust. We hope you sang to the tune when reading that!
South Australian beach crowned best ‘hidden gem’ in the country
Stoked baby! Or was that a typo?
Avalon Airport champions low-cost rail connection from Melbourne CBD
Avalon rail connection? Bring it on! In two years, say officials, but we say they've got Buckley's.