Tourism Fiji is urging a concerted effort to encourage visitors to venture beyond their hotel confines, aiming to stimulate local businesses and ensure a wider distribution of economic benefits within communities. Chief Executive Dr. Paresh Pant highlighted that while growth in the tourism sector is evident, it remains heavily focused on accommodation, hindering a broader impact on the economy.
Dr. Pant advocates for tourists to engage in activities and experiences outside of their hotels, suggesting a robust approach through storytelling and enhanced digital engagement. He remarked, “The way forward with that, and we have got a very capable marketing team and a digital team, is to actually start collecting stories, sharing the narratives,” to complement the visually appealing imagery that promotes Fiji as a competitive destination.
With the integration of digital platforms, Dr. Pant explained that visitors now have the tools to plan diverse experiences and invest across various sectors. He stated, “The second level, where the customer gets aware of Fiji or is thinking of Fiji, they start to then think about what they do when they are in the destination.” This indicates a shift towards allowing prospective tourists to formulate their itineraries through engagement with peers and operators.
Furthermore, Fantasha Lockington, Chief Executive of the Fiji Hotel and Tourism Association, emphasized the need for the industry to remain adaptive in addressing the challenges faced by small island states. This is crucial for ensuring the long-term sustainability of Fiji’s tourism sector amidst fluctuating market demands.
This approach not only seeks to enrich the visitor experience but also fosters economic resilience across the region’s communities, thereby painting a hopeful picture of a more integrated and sustainable tourism landscape in Fiji.
Leave a comment