[Photo: FILE]

Tourism Fiji is shifting its focus towards attracting high-value visitors as the global tourism sector faces increasing uncertainty and changing travel patterns.

Appearing before the Standing Committee on Economic Affairs on Tourism Fiji’s 2015–2018 Annual Report, Chief Financial Officer Vimlesh Magan says the organisation is adapting its marketing strategy by placing greater emphasis on tourism yield rather than visitor numbers alone.

He says Tourism Fiji is targeting travellers who are likely to spend more on accommodation, experiences, and other tourism-related services.

Magan says increasing visitor arrivals is no longer the only measure of success, as Fiji can achieve greater economic benefits by attracting visitors with higher spending capacity.

“The markets that we are looking at can bring in large groups who book hotels, transfers, and other services, allowing more businesses to benefit. We are re-strategising in that way. Instead of being known only as a family destination, we are also positioning Fiji as a luxury destination. We can now host major events as well.”

During the hearing, Standing Committee member Premila Kumar questioned Tourism Fiji on its preparedness to respond to global challenges that could affect visitor arrivals and the wider tourism industry.

“For example, if your budget remains the same, or even if it is reduced, what innovations will you introduce to ensure tourism numbers remain strong?”

In response, Tourism Fiji Board Secretary Dipesh Sharma says the organisation continues to monitor its key source markets to identify emerging challenges and maximise opportunities.

Tourism Fiji says it will continue refining its marketing approach to ensure Fiji remains competitive and resilient amid a changing global tourism landscape.