The State of Fiji Tourism
SPTO Weekly Newsletter Issue 32
The South Pacific Tourism Organisation recently completed a report on the potential for Chinese tourism into the region based on a two-week fact finding mission to China. This exercise involved meeting with 15 of the largest travel agents in China and also involved Fiji and Australian embassy officials. Peter Dawkins, SPTO's Marketing and Internet Advisor, comments, "We were surprised by some of the findings.
Chinese travel agents are quite eager to begin selling holidays to South Pacific destinations, especially Fiji. They perceive Fiji as an attractive destination for the Chinese independent traveler, especially since in recent years destinations such as Mauritius and the Maldives have been attracting a growing number of Chinese tourists. One of the principal findings of the report is that the South Pacific is more likely to appeal to China's new breed of independent traveler rather than the traditional group tours. Furthermore, the South Pacific will most likely be sold as a principal destination rather than packaged with tours to Australia or New Zealand. Within the Chinese market, the South Pacific will be an expensive destination and therefore SPTO recommends that the region be marketed as a premium destination sold on quality, safety and the uniqueness and diversity of the local indigenous cultures.
A key issue that remains to be addressed is how Chinese tourists can be granted suitable visas in a timely fashion. Mr. Dawkins says that this is the number one issue raised by Chinese travel agents. We need a policy that works for the tourism industry but at the same time ensures adequate border control measures. Fortunately, we can look to other countries, who have established workable policies on this matter and seek to follow their example.
In the case of Australia, streamlined visa application processes are available to agents who have been certified as specialists in the destination. SPTO will seek to establish such programs for Chinese travel agents working in close collaboration with the Fiji Visitors Bureau. On the subject of airline capacity, Mr. Dawkins adds "this is certainly an issue, however we feel that if existing routes, especially the Air Pacific connection, can be better utilised then it will cater for projected growth over the next two years." SPTO are predicting an increase of up to 20,000 Chinese visitor arrivals into the region by the end of 2007 if issues on airline capacity and visa availability are adequately addressed.
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