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Fiji Launches New Tourism Identity

Fiji Tourism unveiled its new corporate identity to the world and a new ‘Matai Fiji Specialist’ travel agents’ loyalty program from its new headquarters in Nadi on Monday (Feb 9), embarking on a course that is expected to welcome more than 630,000 visitors annually within the next three years.

Flying Fish at Sheraton Fiji Resort

Fiji Minister for Tourism, Aiyaz Sayed-Khaiyum, said the the new identity and simultaneous release of the revamped travel agents program was the start point of an integrated strategy intended to attract even more business to Fiji.

“The launch of the new logo represents a catalyst for a major increase in Fiji’s tourism profile in its existing major source markets,” he said. “At the same time, the strategy and additional funding will also enable Tourism Fiji to develop even more profile in several key emerging markets the organisation sees as offering huge potential. These include China, India and Russia.

“The increased funding will also allow Tourism Fiji to step up its efforts in attracting niche market, special interest and sustainable tourism business into the destination.

“This includes the silver market, backpackers, meetings, incentive and conference business, sports tourism, dive, maritime and the key romantic travel market — weddings and honeymoons.”

Tourism Fiji has also reinforced its relationship with the global travel industry with the re-positioning of its highly successful travel agents’ loyalty program.

More than 1500 travel agents already participating in the ‘Matai Fiji Specialist‘  program will now now access a brand new website that provides them with even more tools to successfully sell the destination.

Tourism Fiji CEO, Josefa Tuamoto, said that while the destination faced many challenges, the new direction Tourism Fiji had embarked upon was the start of a very exciting future for the people of Fiji.

“The enhanced range of services and product we are now able to offer both our local and international customers is intended to play its part in providing even more benefit across an even wider section of Fiji’s tourism industry and our community at large,” he said.

“Above all we intend keeping a keen emphasis on ensuring that whatever we do as an organisation on behalf of our industry and our overseas partners, no matter how international and high the standard needed to be achieved, everything will retain the essence and characteristics that embody the uniqueness of Fiji and its people.”