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Monday, 07 October, 2019, 12 : 52 PM [IST]

‘India, Japan & Singapore remain sustainable source markets for Fiji’

Tourism Fiji plans to focus on awareness and product distribution for a better reach with the trade fraternity in India. From India, Fiji has recorded a steady growth of 15% in the past five years and by 2020, the target is to increase this by another 5%, said Kathy Koyamaibole, Regional Manager –Asia, Tourism Fiji in an exclusive interview with Samruddhi Chitnis.

Q What is Tourism Fiji's strategy for the Indian market?
In the past few months we were aggressive with our consumer campaigns in India to drive more interest for Fiji as a tourist destination. To balance this out on the B2B front, Tourism Fiji plans to focus on trade awareness and product distribution, and strategically move forward with e-learning programme and webinars for a better reach with the agent fraternity in India. Besides trade road shows, we want to encourage travel agents to come and visit the destination via FAM (Familiarisation) trips which will make them confident about selling the product since Fiji is all about experiences.

Q Which other countries are you targeting, and how different is your action plan for each of them?
The primary markets from Asia are India, Singapore and Japan. In Japan, we now have a direct flight connection since July this year. The strategy for Japan is basically re-educating consumers and boosting product distribution. With Singapore, since the introduction of a direct flight three years ago, we are focused more on destination awareness. For Singapore, Fiji is still an emerging destination. From India, Fiji has recorded a steady growth in the past five years i.e. 15%. In terms of sustainability, it is these three countries from Asia that are our focus source markets.



Q How are you working with airline partners to launch direct air access to India?
We would aim to look towards direct flight from India once we reach a certain stable inbound number to Fiji. For now, since the collapse of Jet Airways, Fiji Airways has signed a code-share agreement with Air India, and to connect India to Fiji via Hong Kong and Singapore. Other than that, one can also fly to Fiji via Australia and New Zealand.

Q Which are the traveller segments from India that you are focusing on?
Primarily from India our target segment has been honeymooners mainly because of the exclusivity that Indian couples look for. Weddings is also an important segment for us, since Fiji is quite a premium destination for high-net worth individuals, and we have a range of accommodation options to cater to varied needs. Other than that Fiji could cater well to the families that are high-net worth, well travelled and savvy.

Q What are your plans to secure direct connection with travel agents?
We have been in partnership with SOTC, Thomas Cook and MakeMyTrip. Apart from this, we want to target smaller agents because they would be the ones to drive the growth in the coming years. Global Destinations as our India Representative will chalk out the way ahead. We will soon have dedicated resources in Global Destinations that will represent Tourism Fiji in India. In 2020, we target to close with an increased 5% growth from India.

samruddhi.chitnis@saffronsynergies.in
 
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