This year, Fiji has seen solid arrival numbers from New Zealand.

With the cold weather starting to bite and the peak season approaching, Fiji’s visitor intake from New Zealand will keep growing, said Tourism Fiji regional director Sala Toganivalu.

“And there’s a plethora of value-for-money holiday packages currently in the New Zealand marketplace, many of which have been value-added to give Kiwi visitors more bang for their buck.”

The tourism board’s high-profile Lucky Me – Fiji Me television advertising campaign, which began screening in January, has just been launched into the big screen with a four-month nationwide cinema campaign.

It will be shown as a trailer for around 400 movies a week in 58 theatres across New Zealand, aiming to reach a significant number of Kiwis.

Fiji hasn’t had an easy run of it, facing some big challenges such as political upheavals with the coup and severe flooding last year.

Sofitel Fiji Resort and Spa general Manager Adam Laker said after challenges Fiji faced in 2009, the outlook in 2010 for tourism growth and development is good.

“Fiji has had to compete on a global platform like never before in recent years, with affordable airlifts and ridiculously low exchange rates to places like New York, LA, and old favourites like Australia making for a challenging experience in 2009.”

He said as a result Fiji has had to work harder to maintain and in some cases win back its share of what has for a long time been regarded as its most reliable feeder market – New Zealand.

“Fortunately this approach has only strengthened our position, and in 2010 we’ve been on the front foot to really capitalise on greater arrival numbers than ever before, assisted by the entry of new players to the aviation scene and the increased traffic this represents.”

He said Fiji is also enjoying renewed popularity as a budget destination with mid-market travellers, but still building credence as a short break luxury escape with the New Zealand market.

“And the MICE market has improved dramatically, with quoting at an all time high in context of events in the past twelve months.”

Toganivalu said Fiji has now become more multi-faceted with an appeal to many different market segments.  

And soft adventure and spas are two areas making noticeable strides, she said.

Fiji now has many world-class spa facilities – Chi Spa at the Shangri-La’s The Fijian Resort, Bebe Spa at Outrigger on the Lagoon, the Heavenly Spa at the Westin Denarau Island Resort, the Pure Fiji spa in Suva, Namale on Savusavu.

And on the adventure side, while the diving regularly attracts scuba enthusiasts, recent additions include jet boating on the Sigatoka River, zip lining and white-water rafting on the Pacific Coast, hot air ballooning and four wheel drive safaris.

And on the Coral Coast, several hoteliers and tour operators are combining Fiji's culture with adventure-based activities. These include the Sigatoka River Safari as well as diving and game fishing options.   

Toganivalu said Fiji also continues to be popular destination with the Kiwi MICE market. While Denarau Island and the Coral Coast have traditionally been the first choices, there are now facilities on offer at the recently-opened Intercontinental Fiji Golf Resort and Spa at Natadola and the new conference centre on Plantation Island in the Mamanucas, a first for the region.

She said the tourism board is aiming to develop the tourism infrastructure in general further beyond the mainstays of Viti Levu, the Mamanucas and the Yasawas – to create more travel options in the destination.

From another property owner’s perspective, the way to keep attracting visitors to Fiji is not discount packaging, but the quality of the product itself.

Owner of Castaway Island and Outrigger on the Lagoon Geoffrey Shaw said Fiji’s edge as a global tourist destination lies in the product, not just the price.

"You have to keep refreshing your product constantly and this is something we are constantly doing at Castaway and Outrigger.”

Shaw said rather than offering discounted packages, the two properties opt for value-adding.

"If a travel package is offered on a stay-two-pay-one basis, then the wholesaler is selling the deal to a retailer who then in turn sells it to the consumer as a two-for-one deal. This means the basis on which the agent commission is calculated is up to 50 per cent less.  

“So what we’re doing is keeping our wholesale and retail partners whole in terms of their commission earnings which means they make money to sustain their ventures and we take the hit by offering consumers a great value-added package."

Shaw said Fijian hospitality is what sets the destination apart – and the reason for the annual 40 per cent returnee rate at Castaway Island.

Pictured (top): Relaxing at the Sofitel

Image: courtesy of Accor

And (bottom): Castaway Island