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Presentation to Cabinet TOURISM ACTION GROUP 2007
Presentation to Cabinet
By the FVB & TAG TOURISM ACTION GROUP 2007
Agenda
Introduction
Current Situation/Quick Assessment
Tourism Action Group (TAG)
Action Plans
The Future/Opportunities
Summary
Q & A TOURISM ACTION GROUP 2007
Tourism
and the Economy
Introduction
GARMENTS
7%
FISH
5%
MINERAL
WATER
4%
GOLD
3%
TOURISM
49%
SUGAR
13%
OTHER
11%
* Excludes Airline Contribution
Source : 2005 provisional (Bureau of Statistics) TOURISM ACTION GROUP 2007
Regional Distribution
The
North
Mamanuca
Yasawa
Nadi
Coral
Coast
Pacific Harbour
& Suva
Outer
Islands
Sun
Coast
Current Situation

TOURISM ACTION GROUP 2007
Tourism and the Economy
Spend as a % of Foreign exch
ange
earnings
$1.5b
467,000*
$102.7m
Marketing Plan
Internal and External
Environment
Media Visitation
Program
Product Development
Marketing
Communications
Advertising
Public Relations
Promotions
Branding
Partnership
$17.2b
$6b
2% - Fiji
3% - WTO min.
$4.8
b
LEGEND
GROSS OUTPUT
INCOME
PUBLIC SECTOR REVENUE
EMPLOYMENT (full-time- equiv -jobs]
GOVERNMENT INVESTMENT
FOREX
THE FUTURE TOURISM ACTION GROUP 2007
Current Situation
Current Situation
Industry Action Revival of Tourism Action
Group
Employment Job Losses
Foreign Exchange decline
Reduced Visitor Arrivals
Reduced Hotel Occupancy TOURISM ACTION GROUP 2007
Industry Strategic Direction
Tourism Action Group [TAG]
Industry Partnership of :
FVB
Airlines : Air Pacific, Air NZ, Pacific Blue, Qantas
Fiji Islands Tourism & Hotels Association
Society of Fiji Travel Associates
Formed in 1987 & reactivated in 2000
Responsible for recovery campaigns
Current Situation TOURISM ACTION GROUP 2007
TAG Revived
Key Objectives
Restore confidence in the Destination
Initiate the recovery effort
Increase Visitor Arrivals
Increase Foreign Exchange Earnings
Restoration of employment to pre-Dec 5
status
Create One Voice for industry
Tourism Action Group [TAG]
Current Situation

TOURISM ACTION GROUP 2007
TAG Operations
3 Sub-Committees formed
PR Sub-Committee : oversee all
communications locally and overseas
including travel advisories
Marketing Sub-Committee : responsible
for all marketing initiatives & tacticals to
promote Fiji
Financing Sub-Committee
Current Situation

TOURISM ACTION GROUP 2007
Airline Bookings
Airline Bookings Comparison
30-Oct
6-Nov
13-Nov
27-Nov
11-Dec
20-Nov
4-Dec
18-Dec
27-Dec
2-Jan
8-Jan
15-Jan
22-Jan
-150%
-100%
-50%
0%
50%
100%
150%
200%
Aust naval vessel
presence & public
awareness on
Blackhawk crash
on 29 Nov
Military issues
Dec 1 deadline to
Govt followed by
takeover on Dec 5.
Trvl advisories set
in.
TAG activated.
Aust & NZ
promos
launched for
Trvl in Jan 07
Tourism
rebounds
Fiji potentially lost over 65,000 passengers over a 10 week period
(WNC07, Incentive Groups etc)
Source: Air Pacific TOURISM ACTION GROUP 2007
Fiji Bed Bank Results
-150
-100
-50
0
50
100
150
15/
1
0/
2006
22/
1
0/
2006
29/
1
0/
2006
5/
11/
2006
12/
1
1/
2006
19/
1
1/
2006
26/
1
1/
2006
3/
12/
2006
10/
1
2/
2006
17/
1
2/
2006
24/
1
2/
2006
31/
1
2/
2006
7/
01/
2007
14/
0
1/
2007
21/
0
1/
2007
28/
0
1/
2007
% C
h
a
n
g
e
Fiji
Pacific Is
RESULTS TOURISM ACTION GROUP 2007
Occupancy Levels
Hotel Occupancy
0
10
20
30
40
50
60
70
Dec
Jan
Feb
Mar
Apr
May
Months
O
ccu
p
a
n
cy R
a
t
es %
Mamanuca
Nadi
Coral Coast TOURISM ACTION GROUP 2007
National Pride Program TOURISM ACTION GROUP 2007
MARKETING SUB-COMMITTEE TOURISM ACTION GROUP 2007
TAG Recovery Plan 3Phases
Phase 1 :
Short Haul Markets : Aust & NZ
Phase 2 :
Long haul Markets : North
America/UK/Europe /Japan/South Korea &
incl Aust & NZ
Phase 3 :
FVB Marketing
Current Situation

TOURISM ACTION GROUP 2007
Phase 1 Short Haul Markets 40% Deals
Aust :
FJ Kids Fare - $199 all incl
BNE/NAN/BNE - $579 all incl
SYD/NAN/SYD - $599 all incl
MEL/NAN/MEL - $699 all incl
40% off wholesale contract rate
Sale : Now to 24 Feb 2007
Travel : 15 Jan 31 Mar 2007 (40%)
Actual Activity : TVC, Print media, Online campaigns [2weeks]
Cost : AUD 501,000 Equiv FJD 663,576
NZ :
FJ Adult Fare - $499
40% off wholesale contract rate
Sale : Now to 24 Feb 2007
Travel : 5 Jan 31 Mar 2007 (40%)
Actual Activity : TVC, Print media, Online campaigns [2weeks]
Cost : NZD 431, 440 Equiv FJD 490,272
COST : $1.2 Million
Current Situation

TOURISM ACTION GROUP 2007
Print Spot the Difference
Current Situation

TOURISM ACTION GROUP 2007
Phase 2 Short Haul & Long Haul Markets
ALL MARKETS
The Offer : Up to 30% discount or Value
Adds
Stay Pay Deals
FJ : Kids Fare
Travel & Media Visitation program on
complimentary basis inclusive of meals
Task Force Reassurance Visits [Industry
Contribution]
THE FUTURE TOURISM ACTION GROUP 2007
Short Haul Markets
TV Campaigns
Airline/Wholesaler Co-ops
Print Media
Focus in Magazines & Dailies
Online Campaigns
Public Relations
Reassurance Roadshows/Sales Calls [Industry
Contributions]
THE FUTURE TOURISM ACTION GROUP 2007
Long Haul Markets
North America/UK/Cont. Europe/Japan/Asia
Focus for long haul
Partner Plan program
PR : Media Visitation Program
Online campaigns
Trade Shows/Sales Calls
THE FUTURE TOURISM ACTION GROUP 2007
Phase 2 Cost
THE FUTURE
REGION
Cost (FJD$)
Australia
Consumer Mags/TVC/
Internet/PR/Fiji Matai Fams/Fiji Calls
1.45 m
New Zealand FVB/FJ TVC/ Pacific
Press/ Media & PR
950,000
US/Canada -
FJ/FVB Deals
/
Wholesaler
partner plans
/
Bula Seminars/ Trade Promotion
700,000
Japan TVC/Partner Plan campaign/
Tradeshow/Print
300,000
UK Print/TV/Internet/Radio/Educationals/
Viral newsletter
150,000
Europe TV Mags/Internet/TOPS Fam/
Sales Calls
100,000
South Korea Outdoor Ads/Internet
/Mags/ Fiji Seminar
50,000
Global (HQ)
100,000
TOTAL BUDGET (FJD$)
3,800,000 TOURISM ACTION GROUP 2007
Campaigns
MARKETING FUNDING
Phase 1 In place - $1.2m
Phase 2 Need funds now to push in Feb - $3.8m
Phase 3 Need funds to supplement Phase 2 - $15m
SALE PERIOD
Phase 1 26
th
Dec 06 31
st
Jan 07
Phase 2 26
th
Dec 06 15
th
Mar 07
Phase 3 1
st
Jan 07 Dec 07 TOURISM ACTION GROUP 2007
Forecasts
THE FUTURE
0
10000
20000
30000
40000
50000
60000
Vi
s
i
t
o
r A
r
ri
v
a
l
s
Visitor Arrivals Comparison
2005
2006 [p]
2007
2005
41973 35272 42627 40354 41015 50658 59312 53026 50641 47279 41719 46035
2006 [p] 40,653 34,682 39,217 42,868 40,966 51,079 56,421 50,696 51,077 47,945 40442 33954
2007
25,840 25540 27590 37300 41450 50500 54310 52621 54790 51390 45900 46769
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Focus Peaks by June TOURISM ACTION GROUP 2007
Scenarios
Revised Assessment of Return on Investment By Region 2007 + TAG Funds
REGION
Actual Budget
2007
Visitor
Arrival
2007
Estimate of
Gross
Receipts
(F$m)
Return on
F$1000 spent
Number of 'Holiday'
Visitors per $1000
spent
Acquisition Cost
per 'Holiday' Visitor
Percentage
of 'Holiday'
Visitors
Australia
4,488,000 195,000
383.6
85,476.46
37
26.95
85.4
New Zealand
2,670,000
95,000
161.2
60,377.26
29
34.03
82.6
USA
3,380,000 65,000
120.3
35,599.02
16
64.44
80.7
Canada
285,000 11,000
14.2
49,957.91
26
38.38
67.5
United Kingdom
1,050,000
45,000
56.0
53,368.46
41
24.36
95.8
Continental Europe
1,000,000
24,000
32.1
32,055.23
22
46.35
89.9
Japan
1,500,000 23,000
42.9
28,602.59
14
69.75
93.5
South Korea
480,000
14,000
10.4
21,581.48
25
39.91
85.9
Asia & Pacific
Islands
260,000 42,000
67.4
259,230.77
54
18.48
33.5
Global Marketing
1,730,478
TOTALS
16,843,478 514,000
888.1
52,729.22
25
40.56
80.8
* VEP figures TOURISM ACTION GROUP 2007
Forecasted Visitor Arrivals
The Future
549,911
530,000
514,000
576,000
610,000
460,000
480,000
500,000
520,000
540,000
560,000
580,000
600,000
620,000
2005
2006
2007
2008
2009 TOURISM ACTION GROUP 2007
Future
Progress of Fiji Tourism (1961-2009)
0
100000
200000
300000
400000
500000
600000
700000
1961
1964
1967
1970
1973
1976
1979
1982
1985
1988
1991
1994
1997
2000
2003
2006
2009
< 100 K:
tourists
mainly from
visiting ships
and flying
boats.
Development
of new large
scale hotels
and resorts.
100K< Arrivals <200K:
advent of the jet age
Sun, sand and s