2000 FIJI INTERNATIONAL VISITOR SURVEY SUMMARY REPORT

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					2000 FIJI INTERNATIONAL VISITOR SURVEY
          SUMMARY REPORT




    Ministry Of Tourism and Transport

           Stollznow Research
SPECIAL NOTE
Following the decision by the ASMAL organisation to decline continuing to operate the
International Visitors Survey at Nadi Airport, the contract was passed to Stollznow
Research.

Stollznow Research commenced work on the project in January 2001. This has
involved an upgrading of sampling procedures, the introduction of new data collection
methodologies and a number of other innovations which will be dealt with when the first
full year 2001 report is issued.

At the beginning of the year 2001, some 3,433 interviews had been carried out in the
calendar year 2000. The events of 2000 will be fresh in the minds of the readers of this
report. Some of these 3,433 questionnaires had been data-entered by Information
Tools, a New Zealand organisation who completed the data-processing and gave
technical assistance to ASMAL in preparing the previous IVS reports. Approximately
1,400 of these questionnaires had not been entered and were bundled awaiting a
decision as to whether or not the 2000 report would be processed.

Following discussions with the Director, Stollznow Research undertook to process the
year 2000 data.

In as far as is possible, Stollznow Research has followed a similar format to the 1999
ASMAL report. A slight modification involves the use of charts as well as tabular data
for it is felt this aids the assimilation of the information contained in the report.

When the 2001 report is issued, certain innovations will be made in presentation as well
as in the process involved in collecting the data. It is further intended by Stollznow
Research that all information obtained will be critically examined to ensure it is useful
and useable to the Ministry and those who use the data in Fiji, thus ensuring the
ongoing relevancy of the IVS program.
                     2000 FIJI INTERNATIONAL VISITOR SURVEY



OBJECTIVE OF SURVEY
To provide the Ministry of Tourism, the Fiji Visitors Bureau, and the Fiji visitor industry
with information on the characteristics, attitudes and expenditure of overseas visitors to
Fiji in the calendar year 2000.


SURVEY SPONSOR
Ministry of Tourism, GPO Box 1260, Suva, Fiji


SURVEY DESIGN AND ANALYSIS
Stollznow Research Pty Limited, P O Box 16, Neutral Bay, Sydney, Australia 2089
working with data obtained by ASMAL, P O Box 38-201, Auckland, New Zealand.


DATA PROCESSING AND TECHNICAL ASSISTANCE
EKAS Pty Ltd, Level 1, 3–5 Pittwater Road, Manly, Sydney, Australia 2095 under the
supervision of Stollznow Research Pty Limited


SURVEY INTERVIEWERS
Ministry of Tourism, Nadi International Airport, Fiji


SUPPLEMENTARY DATA
Bureau of Statistics, P O Box 221, Suva, Fiji


ACKNOWLEDGMENT
The Ministry of Tourism acknowledges, with gratitude, the co-operation received from
the Civil Aviation Authority of Fiji in assisting the interview staff to conduct this ongoing
visitor survey at Nadi International Airport.

Stollznow Research Pty Limited particularly wishes to acknowledge the very generous
and open assistance given by Mr Alasdair McIntyre of ASMAL by assisting in providing
background information to aid in the facilitation of preparing the year 2000 report. The
valuable service Mr McIntyre has rendered Fiji over the years of his association,
particularly with the IVS, is not only well recognised, but must also be acknowledged.
Stollznow Research extends to him the organisation’s best wishes.
STOLLZNOW RESEARCH
Marketing & Communications Research




                                                  TABLE OF CONTENTS
                                                                                                                                 Page
Expenditure
Introduction to 2000 Fiji IVS Summary ....................................................................................1
Total 2000 overseas visitor expenditure ..................................................................................5
Average overseas visitor expenditure......................................................................................7
Daily overseas visitor expenditure ...........................................................................................9

Visitor Profile
Sources of information on Fiji ................................................................................................12
Size of party sharing same budget ........................................................................................15
Composition of party sharing same budget ...........................................................................17
Visitor residence and purpose of visit ....................................................................................21
Main reason for holiday visit ..................................................................................................23
Type of accommodation used by visitor.................................................................................25
Accommodation booking agent..............................................................................................27

Visitor Itinerary
Area of visit for hotel visitors ..................................................................................................31
Area of bed-nights spent by visitors.......................................................................................33
Average visitor nights and room density ................................................................................35
Area of room-nights spent by visitors.....................................................................................37
Accommodation and visitor marketing usage ........................................................................39
Visitor satisfaction with accommodation ................................................................................41

Visitor Activities
Visitor use of cruise facilities..................................................................................................49
Cruises taken .........................................................................................................................51
Visitor use of tour facilities .....................................................................................................53
Tours taken ............................................................................................................................55
Visitor use of rental cars ........................................................................................................57
Rental car usage by company ...............................................................................................60
Visitor day trips by air or sea..................................................................................................65
Visitor non-organised activities ..............................................................................................67
Visitor activity by market area ................................................................................................69
Shopping................................................................................................................................72
Visitor shopping purchases made..........................................................................................78
Shopping purchases by market area .....................................................................................80
Visitor payment methods .......................................................................................................82

Visitor Impressions
Favourable visitor impressions ..............................................................................................88
Unfavourable visitor impressions ...........................................................................................92
Summary of value for money ratings .....................................................................................94
First time visitor enjoyment of visit .........................................................................................96
Repeat visitors to Fiji............................................................................................................100
Visitor likelihood of a return visit ..........................................................................................102
STOLLZNOW RESEARCH                                                                                     1
Marketing & Communications Research




            Proportion of Overall Person Days Spent In Fiji by Area Of Residence
                                 Calendar Year 2000 v 1999
               %
         40%

         35%       33%
                31%
         30%

         25%

         20%             18%19%
                                      17%
         15%                            12%
                                                   9%               10%
         10%                                                   7%            8%
                                                         5%             6%             5% 6%
          5%                                  3%                                  4%           4% 4%

          0%
                   AUS     NZ          USA     UK         EUR          JAP   OTHER      PCI    CAN
                                               AREA OF RESIDENCE
                                                        2000    1999




INTRODUCTION TO 2000 FIJI IVS SUMMARY

Because of the problems encountered in the year 2000, there was a significant decline
in the number of overseas visitor arrivals. In the year 2000 visitor arrivals numbered
294,070, compared with the record achieved in 1999 of 409,924 persons arriving. This
represents a decline of 28.3%.

In the twelve month period of 1 January 2000 to 31 December 2000, 3,433 interviews
were carried out using a paper-based questionnaire at Nadi Airport. These were carried
out with departing visitors in the departure concourse. This survey was conducted
under quota control with the required sample predetermined by region of normal
residence, sex and age group in proportion to the anticipated demographic mix for the
period covered by the analysis.

For technical reasons which will be contained in the year 2001 report, this procedure
has been modified to more accurately reflect the visitation. In addition, interviewing in
the year 2001 is now being carried out over all days of the week, whereas previously
interviewing was only carried out on Monday, Tuesday and Wednesday.

The modification in 2001 it is felt may change the results, but more accurately reflect
visitation since the high travel periods of Friday, Saturday and Sunday will then be
included in the sample. For this reason certain changes can be anticipated in the
subsequent 2001 report.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     2
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The interview quota for each market by sex and age-group cell was further allocated by
month of departure from Fiji and respondents were randomly selected from within each
cell.

The final results produced from the survey were weighted to official Bureau of Statistics’
figures covering overseas visitor arrivals to Fiji during the 2000 calendar year.

The market area of residence breakdown of the 3,433 respondents was as follows, with
the number of ‘party’ respondents covered in the interviews:



                            MARKET AREA                  SAMPLE   PARTY
                                      Australia             814     2002
                                  New Zealand               557     1326
                                 United States              531     1042
                                       Canada               117      252
                                         Japan              342      414
                              United Kingdom                387      735
                            Continental Europe              296      587
                                Pacific Islands             285      538
                                   Other Areas              104      207




As mentioned in previous reports, the summary report is concerned with the overseas
visitors’ visit characteristics while in Fiji, including:
•     expenditure
•     areas visited and stayed at
•     facilities and services used
•     visitor satisfaction with the product experienced
•     impressions of the visit etc.

It is important to note however that while the report deals primarily with the year 2000
period, comparisons are drawn with previous surveys from 1996 through to 1999.

It is this aspect of the ongoing IVS program that makes such a valuable contribution to
the overall marketing information process—the regular monitoring of trends present in
Fiji’s primary overseas visitor markets.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      3
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As can be seen in Table A, events of the year 2000 precipitated a very significant
decline in visitation to Fiji. Overall there was a decline of 28.3% from the record year of
409,924 visitors in 1999 to the 294,070 visitors in the year 2000. This decline was
across all markets.
•     Significant drops were from:
      •    Japan, a decline of 51.2%
      •    Australia, minus 35%, and
      •    New Zealand, minus 31.9%.
•     Not quite so significant were the declines from:
      •    the US, minus 15.5%
      •    Canada, minus 22.3%
      •    Continental Europe minus 13.7%.
•     In this period UK visitation actually increased by 3%, something that went against
      the overall trend.

The significance of these declines in overall visitation will become apparent during this
report.

Because of these circumstances it is difficult to make much sense of certain of the
changes since the year 2000 was an atypical year. Nevertheless, it will provide great
insight into the consequences of actions taken in Fiji and the dramatic and negative
effect this had on visitation.

Table B shows how this decline in individual visitation often precipitated an even greater
decline in the number of person days spent in Fiji. This is not altogether surprising since
the year was divided into several stages. The early stages being ‘normal’, indeed
showing encouraging trends. But these were offset against a very significant decline in
visitor days spent as a result of the series of events which occurred slightly later in the
year. It would also appear that those who did travel in the latter part of the year perhaps
spent less time in Fiji than they might otherwise have under normal conditions. For
example:
•     the decline of minus 35% among Australian visitors translated into an overall
      decline of 39.1% in visitor days
•     the same trend is evident among New Zealanders where the numbers declined by
      31.9%—an overall decline of 37.2% in visitors days
•     the decline of 28.3% of total visitors translated into an overall decline of 35% in
      visitor days.

Visitor days dropped from 3,368,048 in 1999 to 2,189,714 in 2000. So less visitors
came, and those who did, stayed overall for a slightly shorter period of time. Thus the
decline in individuals had a compounding effect on the decline in visitor days.

Because of the internal Fiji difficulties associated with the year 2000 it is not felt
advisable to provide a full summary as this could be misleading.



Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                                                 4
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    Table A                          Total Visitor Arrivals Into Fiji By Area Of Residence
                                               Calendar Years 1998, 1999, 2000
       MARKET AREA                        2000                         1999                  %             1998              %
        RESIDENCE                     #           %                #           %            DIFF      #               %     DIFF
                   Australia         76883       26.1            118,272      28.9          -35.0   100,756         27.1    17.4
              New Zealand            49470       16.8             72,156      17.6          -31.9    70,840         19.1     1.9
              United States           52534      17.9             62,131      15.2          -15.5    48,390           13    28.4
                    Canada           10532        3.6             13,552       3.3          -22.3    12,837           3.5    5.6
                      Japan          19674        6.7             40,316       9.8          -51.2    39,341         10.6     2.5
           United Kingdom            29215        9.9            28,371,       6.9           3.0     29,334           7.9   -3.3
        Continental Europe            22506       7.7             26,090       6.4          -13.7    22,850           6.2   14.2
             Pacific Islands          21534       7.3             37,930       9.3          -43.3    35,833           9.6    5.9
               Other Areas           11722            4           11,106       2.7           5.5     11,161            3    -0.5
       Total Visitor Arrivals        294070      100%            409,924      100%          -28.3   371,342      100%       10.4




                                               Table B
                         Overall Person Days Spent In Fiji by Area Of Residence
                                       Calendar Year 2000 v 1999


              AREA OF RESIDENCE                           2000                       1999                 % Change



                      Australia                       676010                       1110737                    -39.1
                    New Zealand                       401356                       639030                     -37.2
                         USA                          364310                       405722                     -10.2
                       Canada                         69210                        136361                     -49.3
                        Japan                         111844                       317546                     -64.8
                         UK                           213687                       241325                     -11.5
                       Europe                         168968                       192980                     -12.4
                   Pacific Islands                    104428                       196193                     -46.8
                     Other Areas                      79902                        128154                     -37.7


                    TOTAL DAYS                     2189714                         3368048                    -35




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                 5
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                              Trends In Overseas Visitor Expenditure In Fiji

                    $F

                                  $F552
         $F600
                                            $F481
         $F500                                            $F444
                                                                         $F414    $F404    $F389
                      $F360
         $F400

         $F300

         $F200

         $F100

           $F0
                    2000         1999      1998          1997           1996     1995     1994
                                                         YEAR
                                                           $F Million




TOTAL 2000 OVERSEAS VISITOR EXPENDITURE

The total overall visitor expenditure is estimated at $F362.57 million. This represented a
decline of 34.3% over 1999, which in turn represents a decline of 45.2% in estimated tax
revenue.

These tables dealing with ‘Expenditure’ show very clearly the devastating effect on the
Fijian economy resulting from the problems of 2000. It can be seen for example in the
above chart after a steady build-up from an expenditure of $F389 million in 1994 through
to a record $F552.27 million in 1999, there was a decline to $F360 million in 2000, a
drop of $F192 million. From the tourist industry point of view, this represents the cost of
the coups.

It can be seen from Table 1 that expenditure was down across the board. In 2000
accommodation accounted for $F262.89 million, a decline of 31% over 1999. The
figures do not get any better. For example:
•     non-organised activities declined by 18.8%
•     organised cruises by 61.8%
•     organised tours 66.4%
•     air, sea and day trips 55.5%
•     car rentals were down 32.0%
•     shopping was down 41.1%
•     transfers were down 61.2%, and
•     other miscellaneous expenditure was down 33.3%.



Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                6
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Similarly, as Table 2 will show, expenditure was down across visitors from all ‘areas of
residence’. The greatest decline was experienced among:
•    Japanese visitors whose expenditure was minus 51.9%.

The declines were very significant in all other areas, for example:
•    minus 38.4% among Australians, and
•    minus 39.4% among New Zealanders.

Interestingly enough, the least decline in expenditure was from those visiting from the
US where expenditure was only down 5.2%.


 Table 1         Total Overseas Visitor Expenditure by Broad Category Expenditure Group
                          Calendar Years 2000 and 1999 in Millions of Fiji Dollars
          EXPENDITURE                  2000                       1999                   %AGE
             GROUP                      (M)              RATIO     (M)      RATIO        DIFF
                  Accommodation       262.89             72.5%   379.86    64.7%         -30.8%
          Non Organised Activities     13.34             3.7%     16.42     3.0%         -18.8%
                Organised Cruises       2.74             0.8%      7.18     1.3%         -61.8%
                  Organised Tours       1.45             0.4%      4.32     0.8%         -66.4%
                 Air/Sea Day Trips      0.73             0.2%      1.64     0.3%         -55.5%
                       Car Rentals      2.85             0.8%      4.19     0.8%         -32.0%
                         Shopping      47.29             13.0%    80.33    14.5%         -41.1%
                         Transfers     10.76             3.0%     27.74     5.0%         -61.2%
        Miscellaneous Expenditure      20.52             5.7%     30.77     5.6%         -33.3%

      All Categories(Including Tax)   362.57        100.1%       552.27   100.0%         -34.3%

            Estimated Tax Content      32.99             9.1%      60.2     9.1%         -45.2%




 Table 2                     Total Overseas Visitor Expenditure by Area of Residence
                              Calendar Years 2000 and 1999 in Millions of Fiji Dollars
            AREA OF                    2000                       1999                   %AGE
           RESIDENCE                    (M)              RATIO     (M)      RATIO        DIFF
                          Australia   106.34         29.3%       172.55   31.2%          -38.4%
                     New Zealand       61.81         17.0%       101.96   18.5%          -39.4%
                     United States     69.97         19.3%        73.83   13.4%           -5.2%
                           Canada      12.25             3.4%     18.75    3.4%          -34.7%
                            Japan      31.84             8.8%     66.14   12.0%          -51.9%
                  United Kingdom       28.37             7.8%     42.79    7.7%          -33.7%
               Continental Europe      27.73             7.6%     37.64    6.8%          -26.3%
                    Pacific Islands    11.52             3.2%      23.4    4.2%          -50.8%
                      Other Areas      12.74             3.5%     16.22    2.8%          -21.4%
           All Areas Of Residence     358.94         99.9%       553.28   100.0%         -34.3%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                        7
Marketing & Communications Research



AVERAGE OVERSEAS VISITOR EXPENDITURE

As has been seen in the previous section, the overall expenditure was down very
significantly, right across the board, and from all source markets.

It has also been seen that the days stayed in Fiji were slightly down on previous years.
This was disproportionate to the number of visitors who declined to visit Fiji in 2000.

But interestingly enough, those who did go to Fiji did not adjust their average per capita
spending all that significantly.

Table 3 shows that:
•     the total average visitor expenditure on accommodation was $F894 in 2000
      compared with $F928 in 1999, an overall decline of 3.7%
•     organised tour activities from a total average spend point of view was up 13.3%
•     organised cruise average spend declined by 47.2%
•     those who seemed to suffer most however were organised tours where perhaps
      visitors were less likely to travel outside their resorts, these were down 53.1%
•     sea and air trips were down 37%
•     shopping dropped by 18.4%
•     car rentals only dropped by 5.4%, and
•     transfers dropped by 45.0%.

Those most likely to drop their total expenditure were:
•     visitors from the other Pacific Islands, their average spend was down 40.3%
•     this is followed by:
      •     Canada, minus 16.0%
      •     New Zealand, minus 11.6%
      •     Japan, minus 7.2%, and
      •     UK visitors, minus 8.5%.

Interestingly enough US visitors, while their overall expenditure declined by 6% as a
result of deterioration in travel, those who did visit Fiji increased their average spend for
their stay by 12.1%. (See Table 4.)




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                          8
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 Table 3          Total Average Visitor Expenditure by Broad Category Expenditure Group
                                Calendar Years 2000 and 1999 in Fiji Dollars
         EXPENDITURE                    2000               RATIO     1999          RATIO        %AGE
            GROUP                       ($F)                         ($F)                       DIFF
                  Accommodation        893.96             72.5%     928.22       68.7%              -3.7%
         Non Organised Activities       45.37              3.7%      40.06        3.0%          13.3%
                Organised Cruises        9.31              0.8%      17.61        1.3%          -47.2%
                 Organised Tours         4.94              0.4%      10.53        0.8%          -53.1%
                 Air/sea Day Trips        2.5              0.2%         4         0.3%          -37.0%
                      Car Rentals        9.68              0.8%      10.23        0.8%              -5.4%
                         Shopping       160.8             13.0%     196.96       14.5%          -18.4%
                         Transfers      36.58              3.0%      67.67        5.0%          -45.0%
       Miscellaneous Expenditure        69.79              5.7%      75.08        5.6%              -7.0%
     All Categories (Including Tax)   1232.93             100.1%   1347.24       100.0%             -8.5%

           Estimated Tax Content       111.08              9.1%     122.46        9.1%              -9.3%




 Table 4                      Total Average Visitor Expenditure by Area of Residence
                                    Calendar Years 2000 and 1999 in Fiji Dollars
            AREA OF                              2000                    1999                 %AGE
           RESIDENCE                             ($F)                    ($F)                 DIFF
                        Australia               1383.16                1468.89              -5.8%
                    New Zealand                 1249.53                1412.87             -11.6%
                    United States               1331.89                1188.28             12.1%
                         Canada                 1162.71                1383.86             -16.0%
                           Japan                1618.13                1743.83              -7.2%
                 United Kingdom                  970.99                1061.38              -8.5%
                    Cont. Europe                1232.33                 1326.7              -7.1%
                   Pacific Islands                535.1                  896.8             -40.3%
                     Other Areas                1086.57                 1370.5             -20.7%
          All Areas Of Residence                1232.93                1347.26              -8.5%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                  9
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                            Daily Overall Visitor Expenditure By Market Area
                                           Calendar Year 2000
                   $F

         $F400

                    $F285
         $F300

                              $F192
                                      $F177
         $F200                                $F164      $F157     $F154                    $F159
                                                                           $F133
                                                                                   $F110

         $F100



           $F0
                   JAP       USA      CAN     EUR        AUS       NZ      UK      PCI     OTHER
                                              AREA OF RESIDENCE
                                                    $F Year 2000




DAILY OVERSEAS VISITOR EXPENDITURE

The average ‘daily’ visitor expenditure actually increased by 1% between 1999 and
2000. While visitors were down, and the overall average expenditure was down, the
‘daily’ expenditure was not. The overall average ‘daily’ expenditure showed little
change, moving from $F163.97 in 1999 to $F165.58 in 2000,

This produces a rather interesting twist. The number of visitors were down and
therefore overall expenditure was down by 34.3%. Visitors appeared to stay for shorter
periods, so the average expenditure while in Fiji was down by 8.5%. However, on a per
day basis expenditure was up by 1%.

There was a great deal of talk about rates being cut by even 50% at certain times in
2000, but in the early part of the year this did not occur, for in fact room rates were up.

The picture is very confusing and there are undoubtedly certain anomalies in this data.

For example:
•     the amount spent per room in 2000 was actually 6.5% higher than that spent in
      1999
•     in the case of non-organised activities expenditure was 24.8% higher
•     car rentals were 4.8% higher.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      10
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It only declined in the areas of:
•     air and sea trips, 30.6%
•     organised tours, 48.4%, and
•     organised cruises, 41.3%.
•     and shopping by 9.5%.

It would appear these took the full brunt of the downturn.

Overall therefore, on a daily basis:
•     Average expenditure per day was up 1%. This occurred among half of all the
      source markets except:
      •    those coming from Japan where the average ‘daily’ expenditure was down
           16%, Pacific Islands down 9%, New Zealand 9.2% and Australia 5.4%.
•     visitors from Japan still had the highest average ‘daily’ expenditure of $F285.
•     the average ‘daily’ expenditure among:
      •    US visitors was up 5.5%
      •    Canadians, up 28.6%, and
      •    those from Continental Europe, up 4.6%

It should also be noted that the currencies of the US, Canada, UK and Continental
Europe are all at this point in time very strong currencies relative to the Pacific
economies. As a result, the value per unit spent is greater, particularly when converted
to Fijian dollars.

All these considerations must be borne in mind when examining Tables 5 and 6.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                     11
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Table 5       Total Daily Average Visitor Expenditure by Broad Category Expenditure Group
                               Calendar Years 2000 and 1999 in Fiji Dollars
          EXPENDITURE                                                                           %AGE
             GROUP                        2000             RATIO    1999      RATIO             DIFF
                      Accommodation       120.06            42.5%   112.73    70.3%              6.5%
              Non-organised activities      6.09            3.7%      4.88     2.7%             24.8%
                    Organised Cruises       1.25            80.0%     2.13     1.0%             -41.3%
                      Organised Tours       0.66            40.0%     1.28     0.7%             -48.4%
                     Air/Sea Day Trips      0.34            20.0%     0.49     0.2%             -30.6%
                           Car Rentals       1.3            80.0%     1.24     0.8%              4.8%
                             Shopping      21.59            13.0%    23.86    13.8%              -9.5%
                             Transfers      4.59            3.0%      8.24     4.9%             -40.3%
           Miscellaneous Expenditure        9.37            5.7%      9.14     5.6%              2.5%
          All Categories(including Tax)   165.58           100.0%   163.97    100.0%             1.0%

               Estimated Tax Content       15.07            9.1%     14.91     9.1%              1.1%




Table 6                  Total Daily Average Visitor Expenditure by Area of Residence
                                  Calendar Years 2000 and 1999 in Fiji Dollars
          EXPENDITURE                            2000                 1999                 %AGE
             GROUP                               ($F)                 ($F)                 DIFF
                         Australia               157.31              166.34             -5.4%
                     New Zealand                 154.01              169.53             -9.2%
                    United States                192.06              181.97             5.5%
                          Canada                 176.93              137.63            28.6%
                            Japan                284.64              337.14            -15.6%
                  United Kingdom                 132.75              134.75             -1.5%
              Continental Europe                 164.14              156.97             4.6%
                   Pacific Islands               110.34              121.24             -9.0%
                      Other Areas                  159.4             118.77            34.2%
           All Areas Of Residence                165.58              163.97             1.0%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                  12
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                                     Prior Sources Of Information On Fiji
                                             Calendar Year 2000
                  %

         50%       45%


         40%

         30%
                             22%

         20%
                                        12%                                                   12%
                                                  9%
         10%                                                  4%     3%        2%      1%

          0%
                 Travel   Previous    Travel     F/R     News     F/R      Airlines   FVB   Other
                 Agent      Visit     Books    Been To Magazines Live In
                                                 Fiji     TV       Fiji
                                                       SOURCE
                                                          %




SOURCES OF INFORMATION ON FIJI

Respondents were questioned about the sources of information they used to obtain
information before they left home (Chart 7).

Between 1996 and 2000 there has been relatively little change in the prime source of
information used. There are some movements of 1% or 2% in either direction over this
period of time, which are hardly significant:
•     travel agents still dominate the market being the prime source of information and
      were used by 45% of respondents.
•     previous visits accounted for 22% of sources of information
•     travel books accounted for 12% overall
•     friends and relatives, that is ‘word of mouth’ accounted for 9% of information
•     news, magazines and television, 4%
•     airlines and NTOs were relatively minor sources of information, airlines being used
      by 2% and the Visitors Bureau by 1%.

Chart 8 outlines the prime sources of information according to the area of residence of
the respondent. Here there are some differences:
•     Travel agents are the major source of information in all the major source markets,
      accounting for somewhere around 50% of all sources of information.
•     There are some slight exceptions in that:
      •   New Zealanders (43%) tend to rely less on travel agents than do those from
          other major source markets


Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     13
Marketing & Communications Research



      •      Japanese tend to rely slightly more on travel agents (53%)
      •      those coming from other Pacific Islands have experienced Fiji before (60%)
             and therefore only 23% used travel agents.
•     ‘Previous visits to Fiji’ is:
      •    higher among New Zealanders (36%) and Australians (27%), and
      •    is a relatively minor source of information among those coming from the US,
           Canada, Japan, UK and Europe.
•    Travel books represent the major source of information in the more distant
     markets, for example they account for:
     •    24% of prime sources of information among Europeans
     •    24% among UK visitors
     •    19% among Japanese visitors, and
     •    15% among US visitors.
This compares with:
     •    6% among Australian visitors, and
     •    3% among New Zealand visitors.
•     Word of mouth is around 10% of all prime sources of information right across the
      board.
•     The media generally seems to be:
      •   stronger among European and Australian visitors at about 7%, and
      •   weakest in:
          •    Canada at 1%
          •    UK, 3%
          •    Japan, 4%, and
          •    the US, 3%.
•     Airlines are stronger in Australia (3%) than is the Visitors Bureau.
•     The Visitors Bureau was a source of information at about a 1% level in New
      Zealand, Canada, Japan, UK and Europe.
•     Other sources of information accounted for:
      •   23% of the prime sources of information among Canadians
      •   21% of those coming from the US
      •   17%, UK, and
      •   11%, Europe.

The data available to Stollznow Research does not appear to have provided any
information on what these ‘other’ sources were. It is anticipated this will be rectified in
the year 2001 report which will be directly under the control of Stollznow Research.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                              14
Marketing & Communications Research




                                            Chart 7
                 Sources Of Information On Fiji - Obtained Before Leaving Home

                               %
                        120%
                        100%
                         80%
                         60%
                         40%
                         20%
                          0%
                                     2000             1999          1998          1997          1996
             Travel Agent            45%              47%           42%           42%           43%
            Previous Visit           22%              20%           22%           17%           17%
             Travel Books            12%              14%           17%           20%           22%
             F/R Been Fiji            9%              10%           10%           12%           14%
           News/Mags/TV                  4%            4%            4%            5%               5%
            F/R Live in Fiji             3%            2%            2%            2%               2%
                   Airlines              2%            2%            1%            2%               3%
                      FVB             1%               1%            1%            2%               2%
                     Other           12%                             1%

                                                             YEAR




                                           Chart 8
            Sources Of Information On Fiji - 2000 - Obtained Before Leaving Home
                               %
                        120%    109%          108%   110%    113%   107%   113%     111%                 109%
                                                                                             101%
                        100%
                         80%
                         60%
                         40%
                         20%
                          0%
                                   AUS         NZ    USA     CAN     JAP    UK      EUR      PCI     OTHER
              Travel Agent         47%        43%    47%     50%     53%   49%      50%      23%      42%
             Previous Visit        27%        36%    11%      7%     11%    5%          7%   60%         20%
             Travel Books          6%          3%    15%     13%     19%   24%      24%       1%         11%
             F/R Been Fiji         9%          8%    10%     12%      6%    9%          9%    5%          8%
            News/Mags/TV           7%          5%     3%      1%      4%    3%          7%                6%
            F/R Live In Fiji       2%          3%     2%      3%      4%    3%                4%          6%
                    Airlines       3%          1%     1%      3%      1%    2%          1%    2%          2%
                       FVB                     1%             1%      1%    1%       2%                   2%
                      Other        8%          8%    21%     23%      8%   17%      11%       6%         12%

                                                     AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     15
Marketing & Communications Research




                       Size Of Party Sharing Same Expenditure Budget - 2000

                  %


                                      59%
         60%



         40%

                       23%

         20%
                                                 6%            8%
                                                                      3%      3%

          0%
                      One         Two         Three          Four   Five   Six +
                                               NUMBER IN PARTY
                                                         %




SIZE OF PARTY SHARING SAME BUDGET

One of the perceptions of Fiji in the Australian market at least is that Fiji is a ‘family’
destination. However, all the information shows that nothing can be further from the
truth:
•      23% of visitors in 2000 were singles
•      59% were parties that involved only two persons
•      in other words, 82% of all visitors to Fiji were either singles or couples.

It can be seen in Chart 9 that there has been a constant trend across the years. A
variation of 1% or so either way does not present any significant change. Therefore:
•     approximately 23% of visitors to Fiji have consistently visited as ‘singles’, and
•     about 60% visited as couples.

When the data is examined by the area of ‘residence of respondents’, it can be seen
that those visiting Fiji as ‘singles’ are more likely to come from destinations other than
Australia and New Zealand. The ‘single’ component:
•     for Australia was 17%
•     for New Zealand 14%, and
•     for those from the Pacific Islands was 61%—which again is entirely plausible.

Visitation by ‘couples’ was:
•     highest among those visiting from the UK (71%)
•     this is followed by US visitors (69%)
•     European visitors (67%)
•     Canadians (66%)

Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                   16
Marketing & Communications Research



•     Japanese (63%)
•     New Zealanders (60%), and
•     Australians (54%).

Those markets where visitation involved three or more persons tend to be more
Australia and New Zealand. Or put another way, the family market, to the extent that it
does exist in Fiji, is the short-haul market out of Australia and New Zealand, more than
the situation out of other destinations.

                                                     Chart 9
                                         Overseas Visitors To Fiji - 2000
                     %
                                     by Party Size Sharing The Same Budget
             120%
             100%
               80%
               60%
               40%
               20%
                0%
                            2000             1999          1998           1997           1996
             Two            59%              60%           60%            64%            64%
            Three               6%            6%            6%             6%             5%
             Four               8%            8%            8%             6%             6%
             Five               3%            2%            2%             2%             2%
            Six +               2%            1%            1%             1%
           Single           23%              23%           23%            22%            22%
                                                           YEAR




                                               Chart 10
                          Oversees Visitors To Fiji Sharing The Same Budget
                             By Party Size and Area Of Residence - 2000
                     %
              120%
                         100%        100%   100%    100%   100%    100%    100%   100%      100%
              100%
               80%
               60%
               40%
               20%
                0%
                         AUS          NZ    USA     CAN    JAP      UK     EUR    PCI      OTHER
             Two         54%         60%    69%     66%    63%     71%     67%    22%       51%
            Three         9%          8%     3%      6%     6%      3%      5%     6%           8%
             Four        13%         13%     3%      3%     6%      2%      4%     6%           4%
             Five         5%          3%     1%      3%     1%      1%      1%     2%           3%
            Six +         2%          2%     1%      2%     2%      1%      1%     3%           2%
           Single        17%         14%    23%     20%    22%     22%     22%    61%       32%
                                                     AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                              17
Marketing & Communications Research




                 Composition Of Party Sharing Same Expenditure Budget - 2000

                  %



         60%
                      49%


         40%
                                      23%

         20%                                     11%
                                                                 8%         8%
                                                                                         1%

          0%
                    Self          Self          Self           Self      Other        Self
                    And          Alone      Partner And        And     Composition    And
                   Partner                   Children         Friend                 Children
                                                 COMPOSITION
                                                          %




COMPOSITION OF PARTY SHARING SAME BUDGET

•     There has been no change in those visiting Fiji on a ‘single’ basis (23% in 1999
      and 2000).
•     There would appear to be a modest decline in the ‘self and partner’ visitation
      proportion. This is down a modest 3%, from 52% in 1999 to 49% in 2000.
•     This has been slightly offset by:
      •    an increase in ‘self and friend’ moving from 6% in 1999 to 8% in 2000, and
      •    ‘other composition’ from 6% in 1999 to 8% in 2000.

      It is not felt that too much can be made of these modest changes.

Generally therefore, over the period measured the market has remained relatively stable
in terms of its overall composition about half being ‘self and partner’ and just under a
quarter being individuals. (See Chart 11).




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                   18
Marketing & Communications Research




                                           Chart 11
                     Composition Of Party Sharing Same Expenditure Budget
                                         %   100%    100%       100%   100%   100%
                                 100%

                                   80%

                                   60%

                                   40%

                                   20%

                                    0%
                                             2000    1999       1998   1997   1996
                    Self And Partner         49%     52%        52%    53%    55%
           Self, Partner And Children        11%     12%        10%     8%     9%
                   Self And Children          1%         1%      1%     1%     1%
                     Self And Friend          8%         6%      8%    11%     9%
                  Other Composition           8%         6%      6%     5%     3%
                          Self Alone         23%     23%        23%    22%    23%

                                                         YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     19
Marketing & Communications Research



It was pointed out in the section immediately prior to this that the family market tends to
revolve around Australia and New Zealand. In the case of Australia:
•     45% of those visiting Fiji were ‘self and partner’
•     only 17% were ‘self alone’.

These are significant differences to the overall average.

Conversely:
•     21% of Australians visiting Fiji were ‘self, partner and children’, and a further 2%
      were ‘self and children’
•     the equivalent figures for New Zealand were 18% ‘self, partner and children’, and
      2% for ‘self and children’.

These two markets tend to provide most of the ‘family’ visitation to Fiji, and as has been
seen in other research, this manifests itself in the areas of Fiji they visit.

Families in a traditional sense contribute very little from the US, Canada, Japan, UK and
Europe. These markets tend to be very much oriented to either couples or ‘singles’. For
example:
•     in the case of the US, couples and ‘singles’ account for 83% of visitors
•     in the case of Canada they account for 76%
•     in the case of Japan, 73%
•     UK accounts for 79%, and
•     Europeans are also at 79%.

Those from the Pacific Islands who visit Fiji tend to mainly come as individuals (60%).
(See Chart 12.)




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                       20
Marketing & Communications Research




                                           Chart 12
                     Composition Of Party Sharing Same Expenditure Budget
                                 by Area Of Residence - 2000
                                         %100%   100%   100%   100%   100%   100%   100%   100%   100%
                                 100%

                                   80%

                                   60%

                                   40%

                                   20%

                                    0%
                                          AUS     NZ    USA    CAN    JAP     UK    EUR    PCI OTHER
                    Self And Partner      45%    54%    60%    55%    51%    57%    57%     8%  32%
           Self, Partner And Children     21%    18%     4%     6%     5%     3%     6%     5%     6%
                    Self And Children      2%     2%     1%            2%            1%     2%     2%
                     Self And Friend       5%     5%     6%    11%    12%     8%     7%    15%    13%
                  Other Composition       10%     7%     6%     7%     8%    10%     7%    10%    14%
                          Self Alone      17%    14%    23%    21%    22%    22%    22%    60%    33%

                                                 AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                       21
Marketing & Communications Research




                          Overseas Visitor Arrivals by Market Area - 2000
                  %

         30%        26%



                                      18%
         20%                 17%


                                              10%
                                                                8%
         10%                                              7%          7%
                                                                            4%
                                                                                   3%


           0%
                  AUS       NZ        US     UK          JAP   EUR   PCI   CAN   OTHER
                                              AREA OF RESIDENCE
                                                     %




VISITOR RESIDENCE AND PURPOSE OF VISIT

It must be remembered that the total visitor arrivals in 2000 was significantly down on
arrivals in the record year of 1999. Consistent with the previous IVS data, visitors have
been divided into nine source markets. There would appear to have been some
changes between 1999 and 2000. Some of this may be attributed to the problems
associated with the year 2000.
•     Australians provided 26% of visitors to Fiji in 2000 compared with 29% in 1999—
      down 3%.
•     New Zealanders remained very much the same, providing 17% of visitors in 2000
      and 18% in 1999—a modest decline of 1%, hardly significant.
•     There would appear to be an ongoing increase in visitors from the US and this is
      particularly encouraging. These have moved from 11% of all visitors in 1996
      through to 18% in 2000, which itself is up 2% on 1999.
•     Canadians continue to provide about 4% of visitors.
•     Interestingly enough, while there was a significant decline in the Japanese market
      in 2000 in that Japanese visitors only provided 7% of all visitors, this is down on
      9% in 1999, but also down on 10% in 1998, 13% in 1997, and 13% in 1996. The
      Japanese market as a proportion of visitation has continued to decline over this five
      year period.
•     The UK is continuing to provide 10% of visitors and Europe about 8%. There are
      no significant changes here.
•    The same also applies to Pacific Island visitation.
(See Chart 13.)

Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                       22
Marketing & Communications Research



By far, the main reason for visiting Fiji is for a holiday (86%). This is up 6% on 1999.
The increase in this proportion would appear to be related to the corresponding decline
in visitors visiting friends and relatives, down 4% from 6% in 1999 to 2% in 2000. Other
than this there has been very little change. ‘Holiday’ still remains the main reason for
visiting Fiji. (See Chart 14.)


                                              Chart 13
                            Overseas Visitor Arrivals by Market Area - 2000
                       %     100%          100%          100%      100%       100%
               100%
                80%
                60%
                40%
                20%
                 0%
                             2000          1999          1998       1997      1996
              AUS            26%           29%           27%        22%       23%
               NZ               17%        18%           19%        19%           19%
              USA               18%        16%           13%        12%           11%
              CAN               4%          3%            4%         4%           3%
              JAP               7%          9%           10%        13%           13%
               UK               10%        10%           11%        10%           9%
              EUR                8%         7%            8%         9%           9%
               PCI              7%          6%            6%         6%           6%
           OTHER                3%          2%            2%         5%           7%
                                                         YEAR




                                              Chart 14
                      Overseas Visitor Arrivals by Main Reason For Visit - 2000
                            %     100%       100%          100%      100%         100%
                     100%

                      80%

                      60%

                      40%

                      20%

                      0%
                                  2000        1999         1998      1997         1996
                Holiday           86%         80%          80%       81%          81%
              Business                5%          6%        6%         5%          5%
            Conference                2%          2%        2%         2%          2%
           Visiting F&R               2%          6%        6%         6%          6%
                 Other                5%          6%        6%         6%          6%
                                                           YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                   23
Marketing & Communications Research




                         Main Reason For Holiday Visit - Honeymoon - 2000
                   %

          30%



                       19%
          20%

                               12%
                                        11%

          10%
                                                   5%         5%
                                                                    4%
                                                                          3%
                                                                                2%


           0%
                   JAP       OTHER     US        AUS         CAN   EUR   NZ    UK
                                              AREA OF RESIDENCE
                                                         %



MAIN REASON FOR HOLIDAY VISIT

•     ‘Rest and relaxation’ is the main reason for visiting Fiji (85%)
•     This is followed by:
      •     honeymoon, 7%
      •     scuba diving, 2%
      •     other non-sporting reasons, 2%
      •     weddings, 2%
      •     to see the Fiji culture, 1%
      •     other reasons accounted for 1%.

Reference to Chart 15 shows that over the time period 1996 to 2000 there has been
relatively little change in any of these proportions. There are some minor moves. For
example, ‘honeymoon’ accounts for 7% in 2000 compared with 6% in 1999, but it is not
felt this is a significant change. (See Chart 15.)

What is of interest however is the motivations associated with the various source
markets (Chart 16):
•     Just under 90% of respondents from Australia, New Zealand, Canada, UK and
      Europe visit Fiji for ‘rest and relaxation’.
•     The ‘honeymoon’ market figures very strongly among Japanese visitors (19%), US
      visitors (11%) and thereafter tails off to somewhere between 3% and 5% for most
      other source markets.
•     ‘Scuba diving’ was not given as a reason by any Australians or New Zealanders,
      but was a reason for 5% of US visitation, 3% of Japanese and 1% of Canadian, UK
      and European visitors. The US and Japan therefore seem to be the major markets
      availing themselves of the scuba opportunities in Fiji.


Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                         24
Marketing & Communications Research



•     ‘Weddings’ accounted for 3% of visitation from Australia, 4% from New Zealand,
      4% from Japan and 2% from the UK. While there is only 2% visitation from the UK
      it still represents a significant submarket.
•     It should be noted also that most of the people coming from other Pacific Islands
      (97%) visit Fiji for ‘rest and relaxation’. It is suspected however that there is a fair
      degree of ‘shopping’ associated with this also. This will be covered later.


                                                  Chart 15
                                      Main Reason For Holiday Visit - 2000
                                  %    100%            100%           100%          100%          100%
                         100%

                          80%

                          60%

                          40%

                          20%

                             0%
                                       2000             1999          1998          1997          1996
                       R&R             85%              88%           87%           84%           84%
                Honeymoon                  7%            6%            8%           10%            9%
               Scuba Diving                2%            1%            1%            2%            2%
            Other Non-Sport                2%            1%            1%            1%            1%
                   Wedding                 2%            1%            1%            1%            1%
                 Fiji Culture              1%            1%            1%            1%            1%
                      Other                1%            2%            1%            1%            2%
                                                                      YEAR




                                           Chart 16
                    Main Reason For Holiday Visit by Area of Residence - 2000

                                  %100%     100%      100%     100%   100%   100%   100%   100%     100%
                        100%

                         80%

                         60%

                         40%

                         20%

                           0%
                                   AUS           NZ   USA      CAN    JAP     UK     EUR   PCI     OTHER
                      R&R          89%          88%   77%      87%    71%    88%     88%   97%      82%
               Honeymoon              5%        3%    11%       5%    19%     2%      4%            12%
              Scuba Diving                             5%       1%     3%     1%      1%             3%
           Other Non-Sport            1%        3%     2%       6%     1%     5%      3%    1%
                  Wedding             3%        4%              1%     4%     2%
                Fiji Culture                                                  1%      3%             1%
                     Other            2%        2%     5%              2%     1%      1%    2%       2%
                                                               AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    25
Marketing & Communications Research




                                        Accommodation Used - 2000
                   %
                       93%
         100%


          80%


          60%


          40%


          20%
                                       5%         3%            2%      1%      1%

           0%
                     Hotel            F&R      Motel         Hostel   Yacht   Other
                                               ACCOMMODATION
                                                         %




TYPE OF ACCOMMODATION USED BY VISITOR

Most of the accommodation used in Fiji is hotel accommodation (Chart 17).
•     In 2000, hotel accommodation accounted for 93% of accommodation used by
      respondents compared with 94% in 1999—no significant difference.
•     Staying with ‘friends and relatives’ accounted for 5% of visitation, this was up
      slightly on the previous four years, but again not all that significantly.
•     Motel accommodation was used by 3% of visitors.
•     Hostel accommodation was used by 2%, and
•     1% of respondents stayed on a yacht, which was consistent with previous years.

There was very little difference in the accommodation styles used across the various
source markets (Chart 18). However:
•     those coming from Canada (5%) and the UK (6%) were more inclined than those
      from Japan, US, New Zealand and Australia, to stay in Motel accommodation
•     those coming from the Pacific Islands were more likely to be staying with friends
      and relatives (22%) than those coming from any of the major source markets
      where ‘friends and relatives’ stay accounted for about 4% to 5%.
•     hostel accommodation was used mainly by Canadians (5%) and UK and European
      visitors (4%)
•     staying on a yacht was more likely to be associated with those coming from the US
      (2%), with visitors from New Zealand, Canada, UK, Europe, other Pacific Islands,
      and those from other areas accounting for 1% each.


Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                   26
Marketing & Communications Research




                                                 Chart 17
                                            Accommodation Used
                     %
                            105%             101%           103%          104%           105%
              100%

               80%

               60%

               40%

               20%

                0%
                            2000              1999          1998          1997           1996
            Hotel           93%               94%           94%           94%            95%
             F&R                5%             3%             4%           3%             4%
            Motel               3%             3%             2%           2%             2%
           Hostel               2%             1%             2%           3%             2%
            Yacht               1%                            1%           1%             1%
            Other               1%                                         1%             1%
                                                            YEAR




                                           Chart 18
                          Accommodation Used by Area of Residence - 2000
                     %                               106%                                  106%
                         103%        104%   103%            102%   105%    105%   103%
             100%

              80%

              60%

              40%

              20%

                0%
                         AUS          NZ    USA      CAN    JAP      UK    EUR    PCI     OTHER
            Hotel        97%         96%    93%      91%    95%     91%    95%    73%      88%
             F&R          4%          4%     3%       4%     5%      2%           22%       11%
            Motel         1%          1%     2%       5%     1%      6%     4%     5%           4%
           Hostel                     1%     2%       5%     1%      4%     4%     1%           2%
            Yacht                     1%     2%       1%             1%     1%     1%           1%
            Other         1%          1%     1%                      1%     1%     1%
                                                      AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                         27
Marketing & Communications Research




                    Accommodation Booking Made With Travel Agent - 2000
                   %

         100%
                    83%
                             79%       78%    76%        75%    73%
          80%                                                         68%

                                                                              55%
          60%

                                                                                     32%
          40%


          20%


           0%
                  JAP       NZ        AUS    USA     EUR       CAN    UK    OTHER   PCI
                                             AREA OF RESIDENCE

                                                         %




ACCOMMODATION BOOKING AGENT

Travel agents still remain the dominant booking agent for most visitors, although there
does appear to have been a significant decline in the use of travel agents in 2000 at
72%, down 9% from the 81% in 1999.

The 1999 figures appear to be the norm with about 80% to 83% of bookings being made
through travel agents between 1996 and 1999.
•     For some reason, in 2000, travel agents lost ground in the overall market as
      booking agents. The internet could have something to do with this. There was a
      6% gain in booking direct with hotels. This now stands at 16% compared with:
      •    10% in 1999 and 1998
      •    9% in 1997, and
      •    8% in 1996.
This is part of an ongoing trend and it is suspected that it may also be the result of
     internet booking. It should be noted at this point that booking on the internet and
     use of the internet has now been included in the 2001 IVS information data
     collection process, so this situation will be clarified when the 2001 report is issued.
     At this point it is only speculation.
•     There would also appear to have been a slight increase in persons visiting Fiji, not
      having made any prior booking. This accounted for 6% of respondents visiting in
      2000, 4% in 1999, 6% in 1998, and before that it only accounted for 3% of the
      market. There are little other significant changes.

(See Chart 19.)


Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                               28
Marketing & Communications Research




                                             Chart 19
                               Accommodation Booking Agent Used - 2000
                                       %   100%    100%    100%    100%   100%
                               100%

                                80%

                                60%

                                40%

                                20%

                                  0%
                                           2000     1999   1998    1997   1996
                    Travel Agent           72%      81%    80%     83%    85%
                Direct With Hotel          16%      10%    10%      9%     8%
                           Airline          3%       3%     3%      3%     3%
                No Booking Made             6%       4%     6%      3%     3%
            Hotel Booking Service           1%       1%     1%      2%     1%
                  Relatives In Fiji         2%       1%             0%     0%
                                                           YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      29
Marketing & Communications Research



Chart 20 is of particular interest. Here it can be seen that major use of travel agents was
made by:
•     Japanese visitors (83%)
•     this is followed by:
      •     New Zealanders (79%)
      •     Australians (78%)
      •     US visitors (76%)
      •     Europeans (75%), and
      •     UK visitors (68%).

Travel agents only accounted for 32% of bookings from those coming from other Pacific
Islands.

Attention is directed toward those persons who are now more inclined to book direct with
the hotel than book their accommodation through a travel agent. This, as has been
suggested above, may involve use of the internet. The figures here are quite significant.
For example, they account for:
•     35% of bookings made by those coming from Pacific Islands, which may or may
      not involve an internet connection
•     examining the other markets it can be seen that:
      •   17% of these bookings were made direct with the hotel by those visiting from
          the UK
      •   16% by those visiting from the US and Europe
      •   18% by those visiting from Canada
      •   14% from New Zealand
      •   12% from Australia, and
      •   it only accounted for 9% of Japanese visitors.

Landing in Fiji with no prior booking was:
•     for those coming from Pacific Islands (21%)—this group is quite probably
      sufficiently familiar with Fiji to enable them to visit Fiji without any prior booking
•     high among those coming from the UK (13%)
•     this is followed by Europeans (8%) and Canadians (6%).

Use of airlines remains relatively small. It can be seen from Chart 19 that airlines only
accounted for 3% of bookings. This too varies by market. For example, airline bookings
were:
•     highest in Australia accounting for 6% of visitors
•     this was followed by New Zealanders at 4%
•     US (3%)
•     UK and Canada (2%)
•     it only accounted for 1% of Japanese bookings.


Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                     30
Marketing & Communications Research



The hotel booking service used locally is relatively minor, only accounting for 1% of
Australian, US, European and Japanese visitors, and 8% of those from other Pacific
Islands.


                                       Chart 20
               Accommodation Booking Agent Used by Area Of Residence - 2000
                                      %100%   100%   100%   100%   100%   100%   100%   100%   100%
                              100%

                               80%

                               60%

                               40%

                               20%

                                 0%
                                       AUS     NZ    USA    CAN    JAP     UK    EUR    PCI    OTHER
                   Travel Agent        78%    79%    76%    73%    83%    68%    75%    32%     55%
               Direct With Hotel       12%    14%    16%    18%     9%    17%    16%    35%     26%
               No Booking Made          2%     2%     4%     6%     4%    13%     8%    21%     10%
                         Airline        6%     4%     3%     2%     1%     2%            3%      5%
           Hotel Booking Service        1%            1%            1%            1%     8%     2%
                 Relatives In Fiji      1%     1%            1%     2%                   1%     2%
                                                            AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    31
Marketing & Communications Research



AREA OF VISIT FOR HOTEL VISITORS

Overseas visitors can and do stay in more than one area during their visit to Fiji.

In 2000, 78% of visitors spent at least one night in paid accommodation in the Nadi
area. This was down 11% on 1999.

Given that 2000 was an abnormal year for Fiji, the percentage declines which occurred
right across the board are not part of any long-term trend, but rather a reflection of the
problems encountered in 2000.

For example, the Mamanuca and Yasawa Islands attracted 37% of all visitors, this being
down 9% on 1999.

As far as 2000 is concerned, perhaps the most important information is where the major
declines in paid accommodation of at least one night occurred (Table 21). The biggest
declines were:
•     around Suva, down 41%
•     on the Coral Coast, down 36%, and
•     Vanua Levu, down 35%.

Less affected areas were:
•     North and Eastern Viti Levu, down 11%
•     Lautoka/Cruising, down 16%, and
•     Deuba, down 12%.

The outer islands actually increased 37%.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                               32
Marketing & Communications Research




                               Area Coverage of Fiji Hotel Location Zones
                                      Survey Periods 1982–2000
        ZONE                     AREA              COVERAGE
          1      NORTH AND EASTERN VITI LEVU       BA
                                                   RAKIRAKI
                                                   NANANU-I-RA
                                                   NAUSORI
                                                   TALEVU
          2      LAUTOKA/CRUISING                  LAUTOKA
                                                   BLUE LAGOON CRUISES
          3      NADI AREA AND DENARAU             NADI AIRPORT
                                                   NADI TOWN
                                                   DENARAU ISLAND
                                                   MOMI BAY
          4      MAMANUCA/YASAWA ISLANDS           MAMANUCA ISLAND
                                                   YASAWA ISLAND
          5      CORAL COAST                       KOROLEVU
                                                   KOROTOGO
                                                   SIGATOKA
                                                   YANUCA ISLAND
                                                   NATADOLA
          6      DEUBA                             PACIFIC HARBOUR
                                                   DEUBA
                                                   BEQA ISLAND
          7      SUVA AREA                         SUVA METROPOLITAN AREA
          8      VANUA LEVU                        VANUA LEVU
          9      OUTER ISLANDS                     TAVEUNI AND OFFSHORE ISLANDS
                                                   NAMENALALA
                                                   NAIGANI
                                                   LOMAIVITI
                                                   TOBERUA ISLAND
                                                   OVALAU
                                                   KADAVU
                                                   LAU GROUP




      Table 21                Estimated Overseas Hotel Visits by Zone/Area of Stay.
                                      (visitors spending at least one night)
                                          Calendar Year 2000 and 1999
           ZONE/AREA OF STAY              2000       Ratio         1999      Ratio   %AGE DIFF
          North and Eastern Viti Levu      7477          2.6%        8363    2.0%     -10.6%
                    Lautoka/Cruising      20318          7.2%       24061    5.9%     -15.6%
                           Nadi Area     222282      78.4%         249375   60.8%     -10.9%
          Mamanuca/Yasawa Islands        105487      37.2%         116138   28.1%      -9.2%
                         Coral Coast      95070      33.5%         149027   36.4%     -36.2%
                              Deuba       8266           2.9%        9431    2.3%     -12.3%
                                Suva      15921          5.6%       27162    6.6%     -41.4%
                         Vanua Levu        3304          1.2%        5111    1.2%     -35.4%
                       Outer Islands      15053          5.3%       10926    2.7%      37.8%

                                Total    493178     174.0%         599594   146.0%    -17.7%

                        Total Visitors   294070     100.0%         409924   100.0%    -28.3%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      33
Marketing & Communications Research



AREA OF BED-NIGHTS SPENT BY VISITORS

Total overseas visitor ‘bed-nights’ spent at paid accommodation in Fiji during 2000 are
estimated at 2.07 million compared with 2.99 million in 1999. This represents a decline
of 31%.

The zone/areas were dominated by three:
•    Nadi which accounted for 29.5% of visitor hotel bed-nights spent in Fiji
•    Mamanuca/Yasawa, 28.5%, and
•    the Coral Coast, 25.2%.

As can be seen in Table 22, there are declines in bed-nights in all areas, the most
notable being:
•    Suva, 50.7% down
•    the Coral Coast, 44.2% down
•    Lautoka/Cruising, 30.7% down, and
•    the Nadi area, 30.1% down.

Table 23 deals with the estimated market area hotel bed-nights spent in Fiji, analysed by
area of residence. This reveals some interesting findings in that it can be seen that
consistent with previous studies:
•     Australian visitors are still more likely than any other market to spend their time on
      the Coral Coast (38%). They are also however, well represented in the
      Mamanuca/Yasawa Islands (29%) and around the Nadi area (24%).
•     New Zealanders are more likely than others to spend their time in the
      Mamanuca/Yasawa Islands (39%), with 27% locating in the Nadi area.
•     Those from the US are more likely to be found in the Nadi area (29%) than in the
      Mamanuca/Yasawa Islands (20%) or the Coral Coast (20%).
•     Canadians are also likely to spend their time more in the Nadi area (37%) than in
      the Coral Coast (21%) and the Mamanuca/Yasawa Islands (19%).
•     Japanese visitors are very strongly oriented toward the Nadi area (38%) and the
      Mamanuca/Yasawa Islands (36%).
•     Those from the UK tend to opt slightly more for the Mamanuca/Yasawa Islands
      (31%), but also have a strong showing in the Coral Coast (29%) and the Nadi area
      (27%).
•     Europeans are more likely to be oriented toward the Nadi area (37%) than the
      Mamanuca/Yasawa Islands (26%).

However, it should be noted that in combination the Nadi area, the Mamanuca/Yasawa
Islands and the Coral Coast account for 83% of hotel bed nights spent in Fiji.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                               34
Marketing & Communications Research




    Table 22                Estimated Overseas Visitor Hotel Bed-nights Spent in Fiji
                                            by Zone/Area of Stay
                                        Calendar Years 2000 and 1999
         ZONE/AREA OF STAY                2000            Ratio            1999         Ratio      %AGE DIFF
        North and Eastern Viti Levu        35835            1.7%           44621         1.5%           -19.7%
                  Lautoka/Cruising         62831            3.0%           90713         3.0%           -30.7%
                         Nadi Area       612991            29.5%           929899       31.1%           -30.1%
        Mamanuca/Yasawa Islands          590537            28.5%           690821       23.1%           -14.5%
                       Coral Coast        522000           25.2%           934752       31.2%           -44.2%
                            Deuba          45738            2.2%           51292         1.7%           -10.8%
                             Suva          71190            3.4%           144427        4.8%           -50.7%
                       Vanua Levu          23109            1.1%           28813         1.0%           -19.8%
                     Outer Islands        110783            5.3%           74905         2.5%           47.9%

    ALL HOTEL VISITORS                   2075014          100.0%          2991243       100.0%          -30.6%




    Table 23                   Estimated Market Area Hotel Bed-Nights Spent in Fiji
                                    By Zone/Area of Stay—Calendar Year 2000
           ZONE/AREA OF STAY              AUS       NZ      USA    CAN        JAP        UK      EUR      PCI
           North and Eastern Viti Levu     1%       1%       3%     1%            2%      2%      3%       0%
                      Lautoka/Cruising     2%       2%       4%     6%            0%      3%      8%        3%
                            Nadi Area     24%      27%      29%    37%            38%    27%     37%      67%
           Mamanuca/Yasawa Islands        29%      39%      20%    19%            36%    31%     26%       1%
                           Coral Coast    38%      18%      20%    21%            18%    29%     18%       2%
                                Deuba      2%       2%       5%     5%            1%      2%      1%       0%
                                 Suva      3%       2%       3%     1%            2%      2%      2%      27%
                          Vanua Levu       1%       0%       4%     3%            1%      0%      1%       0%
                         Outer Islands     2%       8%      12%     7%            2%      3%      4%        0%

    ALL VISITOR HOTEL BED NIGHTS         100%      100%    100%    100%       100%      100%     100%    100%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     35
Marketing & Communications Research



AVERAGE VISITOR NIGHTS AND ROOM DENSITY

The average length of stay by overseas visitors in paid accommodation (Table 24) was
estimated at 7.3 nights in the year 2000, down very slightly from 7.4 in 1999.

However there were some very significant drops in the number of days stayed. For
example, when analysed by area:
•     In the Nadi area visitor stays in that area declined from 3.7 in 1999 to 2.8 in 2000,
      down 24%.
•     However, the Mamanuca/Yasawa Islands which seem to have held up reasonably
      well during the problems of 2000 only registered a very small drop from a six night
      stay in 1999 to 5.6 in 2000, down a modest 6.7%.
•     The Lautoka area declined from 3.8 bed-nights in 1999 to 3.1 in 2000, while even
      in Suva the decline was only from 5.3 in 1999 to 4.5 in 2000.

Table 25 deals with the estimated overseas hotel visitor room density by area. It would
appear that the same types of people who came in 1999 were the same as in 2000 to
the extent that there was virtually no change in the hotel visitor room density in 2000 vis
a vis 1999. In terms of all hotels, the room density was 2.1.

This was highest on the Coral Coast and the Mamanuca/Yasawa Islands, which as has
been seen, have a tendency to be used more by Australians and New Zealanders and
therefore has a higher family component. In both areas the room density was 2.2.

In the Nadi area the room density was for two persons. As has been seen, this area
tends to attract more long-haul visitors from the US, Canada, Continental Europe and
Japan.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     36
Marketing & Communications Research




         Table 24        Estimated Overseas Visitor Average Length of Stay in Nights
                             by Zone/Area of Stay—Calendar Years 2000 and 1999
              ZONE/AREA OF STAY               2000         1999          %AGE DIFF
             North and Eastern Viti Levu       4.8          6.3            -23.8%
                       Lautoka/Cruising        3.1          3.8            -18.4%
                              Nadi Area        2.8          3.7            -24.3%
             Mamanuca/Yasawa Islands           5.6           6             -6.7%
                            Coral Coast        5.5          6.3            -12.2%
                                 Deuba         5.5          6.4            -14.1%
                                  Suva         4.5          5.3            -15.1%
                            Vanua Levu          7           5.8            20.7%
                          Outer Islands        7.4          6.9            7.3%

                   ALL HOTEL VISITORS          7.3          7.4            -1.4%




         Table 25                Estimated Overseas Hotel Visitor Room Density
                               by Zone/Area of Stay—Calendar Years 2000 and 1999
              ZONE/AREA OF STAY               2000         1999          %AGE DIFF
             North and Eastern Viti Levu       1.8          1.8            0.0%
                       Lautoka/Cruising        1.9          1.8            5.6%
                              Nadi Area         2           2              0.0%
             Mamanuca/Yasawa Islands           2.2          2.2            0.0%
                            Coral Coast        2.2          2.4            0.0%
                                 Deuba          2           2              0.0%
                                   Suva        1.5          1.6            -6.3%
                            Vanua Levu         1.8          1.9            -5.3%
                           Outer Islands       1.9          2              -5.0%

                   ALL HOTEL VISITORS          2.1          2.1            0.0%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                        37
Marketing & Communications Research



AREA OF ROOM-NIGHTS SPENT BY VISITORS

Total overseas visitor ‘room-nights’ spent in paid accommodation in Fiji in 2000 are
estimated at .98 million compared with 1.41 million in 1999, a decline of 30.5%. This
measures the impact of the problems experienced in 2000. Declines were across the
board (Table 26), but were most noticeable in:
•     Suva, down 43%
•     Coral Coast, 42%
•     the Nadi area, down 34%, and
•     Lautoka/Cruising, down 34%.

The areas least affected were:
•     Deuba, down 5%
•     Vanua Levu, down 24%, and
•     the Mamanuca/Yasawa Islands down 18%.

The outer islands actually increased by 34%.

At this point it is worth mentioning that in recent research carried out for the Fiji Visitors
Bureau, specifically focusing upon concepts of ‘security’ etc. it was found that the
islands or areas away from cities were considered to be the most ‘secure’. These
patterns tend to confirm the findings of the 2000 research.

It can be seen that areas such as Suva, the Coral Coast, and even the Nadi area to
some degree, showed the greatest drop in visitation, whether it be in bed-nights, room-
nights or whatever, whereas areas away from these locations were less affected, e.g.
the Mamanuca/Yasawa Islands, outer islands etc.

Table 27 shows the same information analysed by the area of residence. It shows that:
•     Australia continues to represent the Coral Coast’s prime market, accounting for
      42% of hotel visitor room-nights in 2000 compared with 45% in 1999.
•     The Mamanuca/Yasawa Islands, two primary markets for Australians and New
      Zealanders, had individual shares of 27% and 24% respectively in 2000.
•     Consistent with the pattern in 1999, Pacific Islanders (24%) and Australians (19%)
      were most likely to venture to Suva.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                              38
Marketing & Communications Research




     Table 26              Estimated Overseas Hotel Visitor Room-Nights Spent in Fiji
                             by Zone/Area of Stay—Calendar Years 2000 and 1999.
           ZONE/AREA OF STAY                    2000         RATIO        1999         RATIO      %AGE DIFF
           North and Eastern Viti Levu           21132          2.1%          24688      1.7%          -14.4%
                      Lautoka/Cruising           33440          3.4%          50591      3.6%          -33.9%
                            Nadi Area           304929         31.0%      465318         32.9%         -34.5%
           Mamanuca/Yasawa Islands              259876         26.4%      316900         22.4%         -18.0%
                           Coral Coast          224757         22.9%      387212         27.4%         -42.0%
                                Deuba            23781          2.4%          25134      1.8%           -5.4%
                                 Suva            51708          5.3%          90992      6.4%          -43.2%
                          Vanua Levu             12127          1.2%          15992      1.1%          -24.2%
                         Outer Islands           51369          5.2%          38315      2.7%          34.1%

                 ALL HOTEL VISITORS             983119        100.0%     1414862        100.0%         -30.5%




     Table 27           Estimated Area/Zone Mix of Overseas Hotel Visitor Room-Nights
                                  by Area of Residence—Calendar Year 2000
         ZONE/AREA OF STAY               AUS           NZ    USA       CAN       JAP    UK       EUR     PCI
       North and Eastern Viti Levu       13%           13%    26%       2%       11%    14%      11%      0%
                 Lautoka/Cruising        17%           12%    22%       5%        1%    11%      22%      3%
                        Nadi Area        23%           17%    17%       4%        7%    10%      10%      9%
       Mamanuca/Yasawa Islands           27%           24%    13%       2%        8%    14%      8%       0%
                      Coral Coast        42%           13%    15%       3%        4%    13%      7%       0%
                           Deuba         21%           23%    37%       4%        4%    7%       3%       0%
                            Suva         19%           12%    11%       1%        4%    7%       7%      24%
                      Vanua Levu         16%           4%     55%       9%        4%    4%       6%       0%
                    Outer Islands        13%           18%    46%       4%        3%    7%       7%       0%

             ALL HOTEL VISITORS          100%      100%      100%      100%     100%   100%    100%     100%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                                                                            39
Marketing & Communications Research




                                      Leading Hotels by Visitor Bed-nights - 2000
                        %
               10%
                          8%
              7.5%
                                 6%
                                         5%      5%      5%
                5%                                               4%      4%
                                                                                 3%      3%      3%
              2.5%                                                                                       2%     2%      2%      2%      2%      2%      2%


                0%
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                                                                                        2000




ACCOMMODATION AND VISITOR MARKETING USAGE

Hotel bed-night usage varied as the overall pattern of visitation to Fiji varied as a result
of the problems in 2000. Tables 28 and 29 do not necessarily reflect any trend.
•     Shangri-La’s Fijian Resort for example suffered significantly in a decline in bed-
      night visitation moving from a 16% share in 1996 through to a 13% share in 1999,
      but was down to 8% in 2000. As has been seen earlier, the Coral Coast was
      affected as a result of the changed travel patterns of overseas visitors during 2000.
•     The Sheraton Fiji Resort on the other hand was not so much affected, holding a
      6% share of visitor bed-nights. This was consistent with 1999 and 1998.
•     Plantation Island (it will be recalled islands tend to be seen as more secure)
      actually increased by one percentage point from 4% in 1999 to 5% in 2000.
•     The Warwick on the Coral Coast was down slightly from 6% in 1999 to 5% in 2000
      whereas the Naviti Resort held.
Other details can be found in Table 28.

Table 29 shows the estimated share of overseas visitor bed-nights spent in Fiji,
analysed by the area of residence of the visitor.
•     It is clear that Australian visitors tend to use Shangri-La’s Fijian Resort (14%), but
      this is down from 22% from 1999.
•     Interestingly enough, consistent with earlier observations, Australian usage of
      Plantation Island was 10% of bed-nights spent in Fiji in 2000 compared with 6% in
      1999.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                            40
Marketing & Communications Research



•     Mana Island Resort does particularly well with 25% of Japanese bed-nights spent
      in Fiji. This is reasonably consistent with the 22% achieved in 1999.
•     The outer islands, as noted earlier, tend to be less affected by the events of 2000.
Further information is contained in Table 29.

    Table 28          Estimated Shares of Total Overseas Visitor Bed-Nights Spent in Fiji
                        by Accommodation Stayed At—Calendar Years 2000 and 1999
      ACCOMMODATION STAYED AT                      2000        1999          1998        1997         1996
                Shangri-La’s Fijian Resort         8%          13%           14%         14%          16%
                      Sheraton Fiji Resort         6%             6%         6%          7%           7%
                  Plantation Island Resort         5%             4%         4%          4%           3%
                         The Warwick Fiji          5%             6%         6%          78%          5%
                             Naviti Resort         5%             5%         5%          4%           6%
                       Mana Island Resort          4%             4%         4%          3%           4%
                         Hideaway Resort           4%             3%         3%          3%           2%
                  Castaway Island Resort           3%             3%         3%          2%           4%
                   Treasure Island Resort          3%             2%         3%          3%           3%
                 Tokatoka Ramada Resort            3%             2%         2%          2%           4%
                  Sheraton Royal Denarau           2%             2%         6%          7%           7%
                          Sonaisali Resort         2%             NA         NA          NA           NA
               Beachcomber Island Resort           2%             2%         2%          1%           3%
                            Naitasi Resort         2%             NA         NA          NA           NA
                 Matamanoa Island Resort           2%             NA         NA          NA           NA
                 Tanoa International Hotel         2%             2%         2%          2%           8%
                             Musket Cove           2%             NA         NA          NA           NA




    Table 29         Estimated Shares of Total Overseas Visitor Bed-Nights Spent in Fiji
                  by Accommodation Stayed At and Area of Residence—Calendar Year 2000
     ACCOMMODATION STAYED AT                 AUS        NZ   USA       CAN   JAP    UK          EUR     PCI
          Shangri-La’s Fijian Resort         14%        6%   5%        2%    12%    5%          2%      1%
                 Sheraton Fiji Resort        5%         7%   5%        10%   18%    2%          8%      1%
            Plantation Island Resort         10%        8%   2%        0%    0%     1%          0%      1%
                     The Warwick Fiji        8%         3%   2%        4%    2%     4%          5%      0%
                        Naviti Resort        9%         6%   1%        1%    2%     2%          1%      1%
                  Mana Island Resort         4%         4%   1%        1%    25%    2%          2%      0%
                    Hideaway Resort          4%         2%   4%        7%    0%     9%          4%      0%
            Castaway Island Resort           4%         4%   5%        1%    0%     3%          3%      0%
               Treasure Island Resort        3%         7%   1%        2%    3%     2%          1%      0%
           Tokatoka Ramada Resort            3%         6%   2%        1%    0%     1%          2%      5%
           Sheraton Royal Denarau            2%         1%   3%        4%    5%     4%          5%      0%
                     Sonaisali Resort        2%         1%   3%        2%    0%     3%          2%      0%
         Beachcomber Island Resort           1%         1%   2%        4%    2%     5%          3%      0%
                       Naitasi Resort        1%         4%   2%        1%    0%     0%          0%      0%
          Matamanoa Island Resort            2%         2%   1%        0%    1%     1%          3%      0%
           Tanoa International Hotel         1%         2%   2%        1%    2%     0%          1%      2%
                        Musket Cove          1%         3%   1%        1%    0%     1%          2%      0%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    41
Marketing & Communications Research



VISITOR SATISFACTION WITH ACCOMMODATION

Visitor satisfaction with accommodation has been shown in a slightly different format in
this report to that which was used previously.

Chart 30 shows the trends by year over the six elements previously measured.

It also shows a goal range which is generally accepted as constituting very good
performance on the basis of measurement which has been used in the IVS.

The percentage refers to those respondents rating ‘good’ or ‘very good’ on each of these
qualities. It is felt that on a five point scale at least 90% of respondents should give a
good/very good rating to constitute satisfactory performance.

It can be seen from Chart 30 that:

•     There has been relatively little change in the positive perception of ‘courtesy of
      staff’. The people remain one of the prime assets of Fiji for each and every year
      the goal range of 90+% has been exceeded.

•     ‘Efficiency of staff’ would appear to have improved over the five years, moving from
      a ‘good/very good rating at 87% and 90% through to 93% in 2000. This trend is
      also positive.

•     ‘Quality of food’ however remained a problem. None of these years match the goal
      range sought. Admittedly there appears to be an ongoing modest improvement
      over the five year period from 78% in 1996 through to 81% in 2000. However, from
      1998 to 2000 there has been little improvement.

•     ‘Cleanliness of rooms’ again reached the goal range of a 90% ‘good/very good’
      rating or better. This has been consistent over the five years.

•     ‘General hotel facilities’ has made modest gains also from 89% to 91% between
      1996 and 2000. This too is gratifying although not a significant change.

•     ‘Value for money’ ratings however seem to have made improvement. It is not yet
      at an acceptable level in terms of perception, but nevertheless it moved from a
      rating of 82% in 1996 through to 86% in 2000, the highest achieved to date, this
      being 1% up on 1999. It must be remembered that value for money is not
      necessarily a monetary consideration, but money relative to what is provided.
      Even so, ratings of 80+% are not all that bad.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                                       42
Marketing & Communications Research




                                                  Chart 30
                                  Proportion Of Good/Very Good Ratings
                             by Overseas Visitors Staying In Fiji Accommodation
                    %
           100%
            80%
            60%
            40%
            20%
             0%
                         Courtesy       Efficiency          Quality       Cleanliness        General            Value
                            Of              Of                Of              Of              Hotel              For
                          Staff            Staff             Food           Rooms            Facilities         Money
             1996          94%             87%               78%             91%               89%               82%
             1997            96%          88%                76%              91%                 89%           79%
             1998            95%          90%                80%              92%                 90%           84%
             1999            97%          90%                80%              91%                 90%           85%
             2000            95%          93%                81%              91%                 91%           86%

                                                                      YEAR
                                                     1996    1997      1998   1999        2000



The following Charts 31A through to 31F deal with each of these in turn. They have
been shown on this occasion splitting out the ‘very good’ and ‘good’ ratings. It can be
seen on each and every chart that there are some variations when examined on this
basis.

In terms of ‘courtesy of staff’, Japanese, European and Pacific Islands visitors are less
likely to rate ‘very good’ than are those from Canada, US, New Zealand and Australia
(Chart 31A). The reasons for this are beyond the scope of this investigation.

                                                   Chart 31A
                                   Good/Very Good Rating on Courtesy Of Staff
                                          by Area of Residence - 2000
                              %
                    100%          96%                96%      97%                   96%          96%              95%
                                        93%                             94%                               93%


                    80%


                    60%


                    40%


                    20%


                        0%
                                  AUS    NZ          USA      CAN       JAP          UK      EUR          PCI    OTHER
           Very Good              72%   71%          76%      80%       63%         72%      64%          54%     61%
                  Good            24%   22%          20%      17%       31%         24%          32%      39%     34%
                                                               AREA OF RESIDENCE



Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                  43
Marketing & Communications Research



When ‘efficiency of staff’ is examined, again it can be seen there is a deficiency among
Japanese visitors who did not give nearly as positive an efficiency rating as do those
from other destinations.

If the ‘very good’ ratings are taken as the norm on this occasion, then Canadian and US
respondents gave the best rating. This was followed by:
•     Australians
•     visitors from the UK
•     New Zealanders
•     Europeans
•     with Japanese visitors giving a particularly poor rating.

(See Chart 31B).

When ‘quality of food’ is examined, it can be seen that the ‘very good’ ratings shrink
considerably. This implies the food is adequate but not necessarily excellent. Again,
using the very good figures:
•     those most pleased with the food were those from the US (57%), and Canada
      (52%)
•     this was followed by respondents of a more European orientation such as the UK
      (49%), Australians (43%), Europeans (42%) and New Zealanders (40%)—it is felt
      that these figures should be improved
•     finally, the rating given by Japanese was 33%, other Pacific Islanders, 30%, and
      those coming from ‘other’ areas, 30%.

The main focus however must be on the Japanese for it would appear that in some
respects the food taste of the Japanese is not being adequately catered for.

(See Chart 31C.)




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                         44
Marketing & Communications Research




                                             Chart 31B
                             Good/Very Good Rating on Efficiency Of Staff
                                    by Area of Residence - 2000
                        %
                 100%       94%             95%    96%           94%   96%          94%
                                      89%                                    91%
                                                         86%
                  80%


                  60%


                  40%


                  20%


                   0%
                            AUS        NZ   USA    CAN   JAP      UK   EUR   PCI   OTHER
           Very Good        63%       61%   71%    71%   45%     62%   60%   50%    56%
                Good        31%       28%   24%    25%   41%     32%   36%   41%    38%
                                                   AREA OF RESIDENCE




                                            Chart 31C
                             Good/Very Good Rating on Quality Of Food
                                   by Area of Residence - 2000
                        %
                 100%
                                            88%    89%
                                                                 83%   85%
                            81%
                                      76%                                    76%    78%
                  80%                                    73%


                  60%


                  40%


                  20%


                   0%
                            AUS        NZ   USA    CAN   JAP      UK   EUR   PCI   OTHER
           Very Good        43%       40%   57%    52%   33%     49%   42%   30%    30%
                Good        38%       36%   31%    37%   40%     34%   43%   46%    48%
                                                   AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    45
Marketing & Communications Research



When examined on ‘cleanliness of rooms’ there appears to be little problem. This gets
very high ratings, but again it can be seen in Chart 31D that it is Japanese visitors who
were least impressed with the ‘cleanliness of rooms’.

The Japanese appear to be very discerning customers, and perhaps more work needs
to be undertaken to better understand why their ratings were so low. This represents a
problem area.

It can be seen in Chart 31D that their ratings at a ‘very good’ level and an overall ‘very
good/good’ level were well down on those from other cultures.

(See Chart 31D.)

When examining ‘general hotel facilities’, again it is the Japanese market that rated
poorest.

Most other markets gave satisfactory ratings.

The above comments on the previous charts therefore again are applicable.

(See Chart 31E.)




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                         46
Marketing & Communications Research




                                           Chart 31D
                         Good/Very Good Rating on Cleanliness of Rooms
                                  by Area of Residence - 2000
                        %
                 100%       94%             95%    95%           93%   94%
                                      91%                                    92%
                                                                                    89%
                                                         85%
                  80%


                  60%


                  40%


                  20%


                   0%
                            AUS        NZ   USA    CAN   JAP      UK   EUR   PCI   OTHER
           Very Good        56%       53%   63%    61%   42%     55%   52%   40%    35%
               Good         38%       38%   32%    34%   43%     38%   42%   52%    54%
                                                   AREA OF RESIDENCE




                                           Chart 31E
                        Good/Very Good Rating on General Hotel Facilities
                                  by Area of Residence - 2000
                        %
                 100%       93%             95%    94%
                                      90%                        90%   90%   89%
                                                                                    86%
                                                         83%
                  80%


                  60%


                  40%


                  20%


                   0%
                            AUS        NZ   USA    CAN   JAP      UK   EUR   PCI   OTHER
           Very Good        53%       49%   60%    57%   36%     45%   46%   37%    34%
               Good         40%       41%   35%    37%   47%     45%   44%   52%    52%
                                                   AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      47
Marketing & Communications Research



There appears to be a slight problem with ‘value for money’ (Chart 31F).

For example, the difference between the ‘very good’ and ‘good’ ratings are relatively
significant. By using the combination of ‘good/very good’ and summing these two
scores, the underlying level of reservation is not revealed, which is why the charts are
being shown differently in the year 2000 report.

It can be seen that while the overall ratings of ‘good’ and ‘very good’ on a five point
scale would appear to be satisfactory, the ‘very good’ rating is not particularly
impressive. Naturally some of this will relate to the strength of currency in the source
market itself and therefore it is not altogether surprising that the best ‘very good’ rating
on ‘value for money’ came from:
•     US visitors (53%), and
•     UK visitors (48%).

Next there were a set of cultures that gave ‘reasonable’ but nevertheless, ‘reasonable
with reservations’ ratings and these were from:
•     Canadians (42%)
•     Australians (42%)
•     New Zealanders (39%)
•     Europeans (39%).

Japanese visitors only rated ‘value for money’ at 36% on a ‘very good’ level. This was
similar to those coming from other Pacific Islands (33%) and those from ‘other’ areas
(32%)

It can be seen therefore that there is some variation in the ‘value for money’ perception
which may need further investigation.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                         48
Marketing & Communications Research




                                            Chart 31F
                             Good/Very Good Rating on Value for Money
                                   by Area of Residence - 2000
                        %
                 100%
                                            90%                  89%
                            87%                                        86%          86%
                                      82%          84%                       84%
                                                         81%
                  80%


                  60%


                  40%


                  20%


                   0%
                            AUS        NZ   USA    CAN   JAP      UK   EUR   PCI   OTHER
           Very Good        42%       39%   53%    42%   36%     48%   39%   33%    32%
               Good         45%       43%   37%    42%   45%     41%   47%   51%    54%
                                                   AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      49
Marketing & Communications Research




                                 Value for Money Of Cruises Taken
                              Respondents Taking an Organised Cruise
                   %

         120%
                                       95%               92%
         100%           89%                                           90%    87%

          80%

          60%

          40%

          20%

           0%
                       2000           1999           1998            1997   1996
                                                     YEAR
                                              Good       Very Good




VISITOR USE OF CRUISE FACILITIES

The decline in the use of cruises continues and therefore some investigation should be
undertaken to determine why this is so.

In 1996 for example 24% of visitors took a cruise. This declined to 22% in 1997, 20% in
1998, 18% in 1999, and 14% in 2000. The degree to which the 2000 result was affected
by the problems in Fiji, or the degree to which the decline from 18% to 14% (a drop of
4%) is the result of an ongoing trend, is not clear. However, it should also be noted in
Chart 32 that in 2000, 80% of respondents had not considered taking a cruise compared
with 74% not considering taking a cruise in 1999. It may well be there are two factors at
work here, firstly that the cruise market was not as well promoted in 2000 as in previous
years, and secondly that it is part of an ongoing declining trend anyhow.

Of the 14% of all visitors in 2000 who took a cruise:
•     they were most likely to be Japanese visitors (27%) and Canadian visitors (21%)
•     visitors from Australia, New Zealand, US and UK were all just as likely to take
      cruises, with between 12% and 14% of each group taking a cruise
•     only 9% of those coming from Europe took a cruise
•     2% from other Pacific Islands, which is not altogether surprising, and
•     21% of those coming from ‘other’ areas took cruises.

There are therefore cultural differences associated with an inclination to take a cruise.
(See Chart 33.)



Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                              50
Marketing & Communications Research




                                              Chart 32
                           Estimated Visitor Utilisation of Cruise Facilities
                                        %    100%          100%          100%          100%       100%
                                 100%


                                  80%


                                  60%


                                  40%


                                  20%


                                   0%
                                             2000          1999          1998          1997          1996
                       Cruise Taken          14%           18%           20%           22%           24%
           Not Taken But Considered           6%            8%            8%           11%           13%
           Not Taken/Not Considered           80%          74%           72%           67%           63%
                                                                         YEAR




                    Chart 33 Estimated Visitor Utilisation of Cruise Facilities
                                 by Area of Residence - 2000
                                        %100%     100%    100%    100%   100%   100%    100%   100%    100%
                                 100%


                                  80%


                                  60%


                                  40%


                                  20%


                                   0%
                                         AUS         NZ   USA     CAN    JAP     UK     EUR    PCI OTHER
                       Cruise Taken      13%        12%   14%     21%    27%    12%      9%     2%  21%
            Not Taken But Considered        9%      7%     6%      5%     4%     9%      5%     1%         4%
           Not Taken/Not Considered         78%     81%   80%     74%    69%    79%     86%    97%     75%
                                                                  AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                   51
Marketing & Communications Research



CRUISES TAKEN

Chart 34 deals with the cruises taken analysed by year.
•     It can be seen that the Daydream Cruise remains the prime cruise taken,
      accounting for 23% of visitors taking cruises, which is the same as in 1999.
•     There appears to have been a slight increase in the Beachcomber Day Cruise, up
      from 14% in 1999 to 17% in 2000, but not too much can be made of this for it rated
      26% in 1998, 19% in 1997 and 16% in 1996. Its performance has been patchy
      over time. Nevertheless it is a very significant cruise.
•     The Mana Island Day Cruise accounted for 9% of cruises taken in 2000, down 4%
      from 13% in 1999. This does represent a decline.
•     The same also applies to the Whales Tale Full Day Cruise which declined by 7%
      from 12% in 1999 to 5% in 2000.

There were some other minor variations which can be seen in Chart 34. Overall it must
be remembered the cruise market was down slightly in 2000.

Chart 35 shows the main cruise taken by overseas visitors according to their area of
residence. The chart also shows all the ‘other’ cruises that were taken and further
information is available on these, however because of their small bases it is not worth
including them in the chart.
•     The Daydream Cruise is more likely to be taken by persons from the UK (30%),
      Europe (29%), US (26%) and New Zealand (25%) than by Australians (21%) and
      Japanese (19%).
•     Beachcomber Day Cruises however seemed to be particularly well targeted to the
      Japanese market, accounting for 30% of those who took cruises, which was
      significantly ahead of US and New Zealand cruise takers (15%), Canadian (12%)
      UK visitors (11%), and Australian and European visitors (10%).
These two cruises tend to dominate the market.
•     The Mana Island Day Cruise was also very strong among Japanese visitors (14%).
•     The Castaway Cruise tended to be stronger among Europeans (16%), those from
      the UK (11%), and it was ignored by the Japanese market.
•     Whales Tale Full Day Cruise was strong among those from the US (7%), Japan
      (8%) and Australia (6%).

Naturally, these results must be related to where persons of various nationalities locate
while in Fiji.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                                                       52
Marketing & Communications Research




                                                   Chart 34
                                    Cruises Taken by Overseas Visitors to Fiji
                                         %     100%              100%             100%               100%             100%
                                 100%
                                  80%
                                  60%
                                  40%
                                  20%
                                   0%
                                               2000              1999              1998              1997             1996
                 Daydream Cruise               23%               23%               20%               28%              25%
                Beachcomber Day                17%               14%               26%               19%              16%
                  Mana Island Day                 9%             13%               13%               13%              23%
             Whales Tale Full Day                 5%             12%               11%                2%                3%
                         Castaway                 6%               6%               3%                2%                3%
                Aqualand Full Day                 3%               5%               5%                2%                2%
                        Sunset Sail               4%               3%               6%                2%
              4 Island Sightseeing                2%               2%               3%                4%                4%
                     Game Fishing                 1%               1%
                Aqualand Half Day                 1%               1%               2%                3%                3%
                              Other               29%            20%               11%               25%              21%
                                                                                  YEAR




                                                 Chart 35
                            Main Cruises Taken by Overseas Visitors to Fiji - 2000
                                           by Area of Residence
                                      % 100%            100%        100%         100%         100%          100%        100%
                              100%

                               80%

                               60%

                               40%

                               20%

                                 0%
                                          AUS            NZ          USA          CAN          JAP           UK          EUR
                      Daydream            21%           25%          26%          20%          19%          30%          29%
             Beachcomber Day              10%           15%          15%          12%          30%          11%          10%
                    Mana Island              6%          4%           8%           4%          14%           9%            6%
                       Castaway              6%          8%           5%           4%                       11%          16%
                    Whales Tale              6%          1%           7%           4%           8%           2%
                           Other          51%           47%          39%          56%          29%          37%          39%
                                                                        AREA OF RESIDENCE
       Combo Cruise Island 3%, Sunset-Seaspray 3%, Aqualand Full Day 3%, Tivua Island 2%, 4 Islands Sightseeing 2%, Yanuca Island 2%
       2 Island Day Cruise 1%, Aqualand Half Day 1%, Robinson Island 1%, Sunset Sail 1%, Planation Island 1%, Game Fishing 1%, Tall Ship 1%,
       Island Explorer 1%, Starlight Dinner, Bay Emerald Yacht, Coral Sea Half Day, Tavuni Historical, Baravi River, Wonderland Voyage




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      53
Marketing & Communications Research




                       Value For Money Ratings of Organised Tours Taken
                            Respondents Taking an Organised Tour
                   %

         120%
                                       93%
         100%                                            89%
                        84%                                                85%    84%

          80%

          60%

          40%

          20%

           0%
                       2000           1999             1998               1997   1996
                                                     YEAR

                                                Good          Very Good




VISITOR USE OF TOUR FACILITIES

•     10% of respondents in 2000 used the tour facility.
•     6% had considered taking a tour, but had not taken one.
•     84% had not taken a tour and had not considered taking a tour.

It is apparent from Chart 36 that there was a significant decline in the use of tour
facilities in 2000 compared with 1999. From other research undertaken by Stollznow
Research on behalf of Fiji, it is hypothesised that this is the result of the problems
associated with Fiji in 2000, and for ‘security’ reasons many visitors were reluctant to
take wide ranging tours away from their resort or hotel location in Fiji.

This may well account for the drop from 18% of persons utilising tours in 1999 to 10% in
2000. The tour market therefore would appear to have suffered significantly as a result
of the year 2000 problems.

Chart 37 deals with the person utilising tour facilities according to their area of
residence. Those most likely to take tours were:
•    Canadians (19%)
•    US visitors (16%)
•    UK visitors (15%)
•    Australians (12%)
•    Europeans (11%), and
•    New Zealanders (5%).



Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                            54
Marketing & Communications Research



It must be remembered that according to other research, New Zealanders do tend to
locate themselves more on the islands and therefore cannot access tour facilities quite
as readily.

But the major significance of Chart 37 is that somewhere between 75% and 92% of
respondents do not take tours and do not consider taking tours, being content to remain
located in the resort or hotel in which they are staying.

                                           Chart 36
                       Estimated Overseas Visitors Utilising Tour Facilities
                                       %    100%          100%           100%          100%       100%
                                100%


                                 80%


                                 60%


                                 40%


                                 20%


                                  0%
                                            2000           1999          1998          1997       1996
                        Tour Taken          10%            18%           18%           20%        19%
           Not Taken But Considered          6%             6%            7%           10%           11%
           Not Taken/Not Considered         84%            76%           75%           70%           70%
                                                                         YEAR




                                           Chart 37
                  Estimated Overseas Visitor Utilisation of Tour Facilities - 2000
                                    by Area of Residence
                                       %100%       100%   100%    100%   100%   100%    100%   100%    100%
                                100%


                                 80%


                                 60%


                                 40%


                                 20%


                                  0%
                                           AUS     NZ     USA     CAN    JAP     UK     EUR    PCI OTHER
                         Tour Taken        12%     5%     16%     19%     6%    15%     11%     1%  14%
           Not Taken But Considered         8%      5%     4%      6%     2%     6%      5%     1%      5%
           Not Taken/Not Considered        80%     90%    80%     75%    92%    79%     84%    98%     81%
                                                                  AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    55
Marketing & Communications Research



TOURS TAKEN

Chart 38 is based upon those who have taken tours and indicates the organised tours
taken.

•     There has been a significant decline in the ‘Suva City’ tour, down from 20% in 1999
      to 11% in 2000. But at 11% the Suva City tour is more or less at the same level as
      in 1998 and 1997. 1999 may have been an aberration or may have been the result
      of a particularly strong marketing effort being placed on Suva City in 1999.
      Nevertheless, it is down 9%.

•     The Vuda Lookout Tour is also down from 15% in 1999 to 11% in 2000. This
      appears to be an overall decline.

•     The Shotover Boat Ride is down from 14% in 1999 to 5% in 2000. There were
      similar declines of:
      •     3% in the Coral Coast Railway Tour
      •     3% for Sigatoka Shopping Trip
      •     2% for the Navua River Village Tour
      •     3% for the Coral Coast Railway Tour and Kalevu Cultural Centre
      •     but the Sigatoka Valley Tour was up from 3% in 1999 to 7% in 2000.

So there have been some changes and much of this may be attributed to the nature of
the problems in Fiji during 2000.

The ‘other’ tours taken, which accounted for 37% of all tours overall, have been detailed
in the 2000 report. This information has not been presented previously.

The main tours taken are analysed by the area of residence in Chart 39.

•     Suva City appeared to be more popular among New Zealanders (21%) and
      persons from the UK (18%). Australians also showed some interest in Suva City
      (13%).

•     Canadians (35%) and US visitors (20%) had a stronger orientation for the Vuda
      Lookout and Waterfall tour than did those from other areas.

•     Shotover, which declined significantly between 1999 and 2000, accounted for 55%
      of Japanese visitors, but only 1% from the USA, 7% from New Zealand and 5%
      from Australia. Its strong single visitor cultural focus therefore may be one of the
      reasons why it declined in importance.

Other information is included in the chart, which may be of interest.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                                                                56
Marketing & Communications Research




                                                     Chart 38
                                 Tour Taken - Respondents Taking an Organised Tour
                                                       %
                                             100%           83%              79%
                                              80%                                              71%              63%               70%
                                              60%
                                              40%
                                              20%
                                               0%
                                                           2000              1999              1998             1997              1996
                                     Suva City             11%               20%               12%              10%                8%
                          Vuda Lookout etc.                 11%              15%                9%              12%               16%
                                      Shotover               5%              14%               20%              17%               17%
                          Namuamua Inland                    3%                7%               8%                7%               6%
             Coral CoastRailway/Natadola                     4%                7%               7%                6%               8%
                          Sigatoka Shopping                  2%                5%               3%                1%               1%
                         Navua River Village                 2%                4%               4%                5%               5%
               Coral Coast Railway/Kalevu                    1%                4%               2%                2%               4%
                              Sigatoka Valley                7%                3%               6%                3%               5%
                                          Other             37%                NA                NA               NA                NA
                                                                                              YEAR
        OTHERS Around and about Nadi 2%, Miscellaneous Fijian villages 3%, Navua River Village 2%, Bula Fiji Day 2%, Rainforest/Waterfall 2%,
        Naisese Sacred Cave 2%, Jewel of Fiji 2%, Nausori Highlands 2%, Highlands Sigatoka 2%, Pacific Harbour Cultural Centre and MP 2%. Nadi
        Frangipani 1%, Half Day Garden of Sleeping Giant 2%, Wainabau and Twin Waterfalls 1%, Nadi/Sigatoka 1%, Orchard Island/Pacific
        Harbour/Firewalking 1%, Suva Hibiscus 1%, South Seas Orchard/Lautoka Shopping 1%, Tavewa 1%, Adventure Fiji Highland Half Day 1%,
        Pottery 1%, Levuka 1%, Navala Highland Safari 1%, Fijian Village Tour 1%, Helicopter Tour 1%, Orchard Viseisei/Lautoka, Nauosi/Suva
        Shopping, Sightseeing by Air, Trek Mountain/Waterfall, Village Trip Nadroumai, Kalevu Cultural Centre, Vunivasa Copra Plantation, Roman
        Catholic Mission, Nadroumai Village Evening Tour, Tavenui West Coast Road, Bamboo Rafting/River Picnic, Orchard, Abaca National Park,
        Millennium Day Trip, Coast and Country, Kula Eco Park




                                                     Chart 39
                                    Main Tours Taken by Area of Residence - 2000
                                      Respondents Taking an Organised Tour
                                           %
                                  100%
                                                                                                        76%
                                   80%
                                   60%                                                    47%
                                               39%           39%           40%                                        42%
                                   40%                                                                                              25%
                                   20%
                                     0%
                                               AUS            NZ           USA           CAN            JAP            UK           EUR
                          Suva City            13%           21%            8%            6%             5%           18%           3%
                Vuda Lookout etc.                 5%           7%          20%           35%                           7%            8%
                           Shotover               5%           7%            1%                         55%
               Namuamua Inland                    3%                         2%                                        8%            3%
             Coral Coast Railway                  4%                         5%            6%           11%            4%            5%
               Sigatoka Shopping                  4%                                                                                 3%
              Navua River Village                 2%                         2%                          5%            2%
                   Sigatoka Valley                3%           4%            2%                                        3%            3%
                                                                              AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                         57
Marketing & Communications Research




                             Value for Money Ratings of Rental Car Usage
                                      Respondents Renting a Car
                         %   100%       100%         100%             100%   100%   100%
                  100%

                   80%

                   60%

                   40%

                   20%

                    0%
                             Overall     AUS              NZ          USA     UK    EUR
            Very Good         23%        23%             18%          22%    13%    31%
                Good          48%        45%             51%          48%    61%    44%
              Average         18%        17%             20%          26%    13%    19%
                 Poor          6%         9%             7%            4%            6%
            Very Poor          5%         6%             4%                  13%
                                                               YEAR




VISITOR USE OF RENTAL CARS

As seen from the above chart, the value for money ratings for rental cars were not all
that good, if in fact the main criteria is taken as being a ‘very good’ rating as opposed to
a ‘good’ rating. The rental car ‘value for money’ perception was the weakest value for
money perceptions of all activities measured in Fiji. Even so, the above results could be
considered satisfactory.
•     23% of respondents overall believed that the value for money for rental cars in Fiji
      was very good
•     31% of Europeans gave rentals a ‘very good’ rating
•     this is followed by:
      •     Australians (23%)
      •     visitors from the US (22%)
      •     New Zealanders (18%), and
      •     those from the UK (13%).

Conversely:
•     11% of respondents overall rated the value for money for rental cars as poor or
      very poor
•     this was highest among:
      •     Australians (15%)
      •     followed by those from the UK (13%)
      •     New Zealanders (11%), and
      •     Europeans (6%).

Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                        58
Marketing & Communications Research



The estimated overseas visitor utilisation of rental cars is shown in Chart 40.
•     Most persons visiting Fiji do not use rental cars, indeed only 6% of respondents in
      2000 used rental cars, down 3% from 9% in 1999. There would therefore appear
      to be a significant decline in the proportion of persons using rental cars in 2000
      compared with 1999, 1998 and 1997.
•     5% of respondents using rental cars in 2000 had not pre-paid the rental cars, only
      1% had pre-paid.

Most bookings therefore appeared to be spontaneous and undertaken at the destination
rather than in anticipation of touring when arriving at the destination or having a need to
‘get around’ while in Fiji.


                                               Chart 40
                           Estimated Overseas Visitor Utilisation of Rental Cars

                                 %    100%      100%     100%       100%           101%
                         100%

                           80%

                           60%

                           40%

                           20%

                            0%
                                      2000      1999     1998        1997          1996
           Used - Not Prepaid          5%        8%       7%          7%            9%
              Used - Prepaid           1%        1%       2%          2%            3%
                    Not Used          94%        91%     91%         91%           89%
                                                         YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                  59
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Chart 41 shows the estimated overseas visitor utilisation of rental cars by area of
residence. Australians and Europeans are most likely to use rental cars:
•     11% of Australians visiting Fiji use rental cars; 9% of Australians picked them up
      while there in that they were not pre-paid, and 2% pre-paid in preparation for their
      arrival
•     7% of New Zealanders used rental cars
•     6% of Europeans
•     5% of those from the US
•     persons from the UK (4%), and
•     Canadians and Japanese (2%).

Overall therefore there is a pattern according to nationality as to rental car usage, but as
stressed above, the overall usage of rental cars was significantly down on previous
years.

It may well be that if instability in a country increases, the propensity to travel
independently in that country decreases.


                                           Chart 41
                   Estimated Overseas Visitor Utilisation of Rental Cars - 2000
                                    by Area of Residence
                                 %100%   100%   100%     100%   100%   100%   100%   100%   100%
                         100%


                           80%


                           60%


                           40%


                           20%


                            0%
                                  AUS    NZ     USA      CAN    JAP    UK     EUR    PCI    OTHER
           Used - Not Prepaid      9%    6%      5%       2%     2%    4%      5%     2%      3%
              Used - Prepaid       2%     1%                                   1%
                    Not Used      89%    93%    95%      98%    98%    96%    94%    98%     97%
                                                         AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                  60
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RENTAL CAR USAGE BY COMPANY

Chart 42 shows the car rental companies used over the period.

•     The year 2000 saw the ongoing decline in Avis’ share of the market, moving down
      from 46% in 1999 to 39% in 2000, but this must be seen as part of an ongoing
      trend in that in 1996 Avis had a 53% share.

•     Thrifty increased from 19% in 1996 to 25% in 2000. The 25% share of market in
      2000 is up 2% from 1999 where it had 23% of this market. It would seem to be
      stabilising around about a quarter of the market.

•     Budget remained relatively consistent across the five years as shown in Chart 42,
      and in 2000 accounted for 12% of the market.

•     This was followed by Hertz at 8%, slightly up on 1999 and significantly up on 1998
      and previously.

•     Khan’s held a 6% share, again up from 1999 and 1998.

•     Sharma’s held a 4% share which is consistent with 1999 and 1998.

•     Central held a 3% share.



                                              Chart 42
                             Rental Car Company Used by Oversees Visitors
                                      Respondents Renting a Car
                         %     100%         100%         100%     100%      100%
                  100%
                   80%
                   60%
                   40%
                   20%
                    0%
                               2000         1999         1998     1997      1996
                 Avis          39%          46%          48%      54%       53%
               Thrifty         25%          23%          25%      19%       19%
              Budget           12%          14%          13%      10%       11%
               Hertz            8%           6%           4%       4%        4%
              Khan's            6%           4%           4%       3%        5%
            Sharma's            4%           3%           3%       1%        3%
              Central           3%           1%           2%       2%        1%
               Other            3%           3%           1%       7%        4%
                                                         YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                       61
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The overall perception of rental cars in Fiji is measured on four variables and is
contained in Charts 43A through to 43D. Where the bases are too small to allow
analysis, the information is not shown. In addition, it should be noted that consistent
with what has been introduced in 2000, the ‘very good’ and ‘good’ ratings are shown
cumulatively, but also individually. It is felt this is very important.

It would appear that Japanese visitors are getting least out of a visit to Fiji. It was shown
earlier that on certain aspects of the performance of hotels etc. the Japanese were least
likely to give a ‘good/very good’ rating. This proved to be the case in relation to rental
cars as well.

When rating ‘courtesy of staff’, ‘satisfactory’ overall ratings were achieved among
Australians, New Zealanders, US visitors, Europeans and UK visitors. All of these rated
at about 90% or better on an accumulative ‘good/very good’ basis.

The Japanese however only rated the accumulative ‘good/very good’ score at 78%,
significantly down on the other five.

What is even more important is that their ‘very good’ rating of 22% stood in marked
contrast to the:
•    56% ‘very good’ rating given by Europeans
•    49% from New Zealanders
•    35% from Australians
•    37% from those from the US, and
•    33% from visitors from the UK.

(See Chart 43A.)

Chart 43B looks at the ‘efficiency of staff’.

Again relatively satisfactory results were achieved from all markets except Japan where
the rating was again 78%, with only 22% giving a ‘good’ rating.

The other ratings did not vary all that much from the courtesy rating.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    62
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                                         Chart 43A
           'Good/Very Good' Rating of Rental Car Companies on 'Courtesy of Staff'
                                by Area of Residence - 2000
                        %
                 100%                           96%                            94%
                            91%                                          93%
                                      89%
                                                                   78%
                  80%


                  60%


                  40%


                  20%
                                                          Base
                                                           too
                                                          small
                   0%
                            AUS        NZ       USA        CAN     JAP    UK   EUR
           Very Good        35%       49%       37%                22%   33%   56%
               Good         56%       40%       59%                56%   60%   38%
                                                   AREA OF RESIDENCE




                                         Chart 43B
           'Good/Very Good' Rating of Rental Car Companies on 'Efficiency of Staff'
                                by Area of Residence - 2000
                        %
                 100%                           93%                      93%
                            91%
                                      87%
                                                                               81%
                                                                   78%
                  80%


                  60%


                  40%
                                                         Base
                                                          too
                  20%                                    small


                   0%
                            AUS        NZ       USA        CAN     JAP    UK   EUR
           Very Good        34%       40%       41%                22%   33%   56%
               Good         57%       47%       52%                56%   60%   25%
                                                   AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     63
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However, the ‘condition of the vehicles’ provided (Chart 43C) appears to leave
something to be desired:

•     those from the US were reasonably happy with the condition, giving a ‘good/very
      good’ rating of 93%

•     this was followed by 91% of New Zealanders and 87% of Australians

•     when the UK was rated, this dropped to 80%, and of some significance is that only
      27% of those from the UK gave the condition of the vehicle a ‘very good’ rating.

•     Japanese and European visitors were also more negative than Australians, New
      Zealanders and US visitors in that they only gave a ‘good/very good’ rating of 77%
      and 76% respectively.

The condition of the vehicles therefore appears to be a problem to certain cultures.

The ‘cleanliness of the vehicle’ is shown in Chart 43D.

Here consistent with previous ratings, it was visitors from the US who gave the best
rating, followed by New Zealanders, Australians and Europeans.

And consistent with the previous Tables, the Japanese tended to give the worst rating.
Even so, a rating of 78% in terms of cleanliness of vehicle is not all that bad.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     64
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                                         Chart 43C
          'Good/Very Good' Rating of Rental Car Companies on 'Condition of Vehicle'
                                by Area of Residence - 2000
                         %
                  100%                           93%
                                      91%
                             87%
                                                                          80%
                   80%                                              77%          76%


                   60%


                   40%


                   20%                                    Base
                                                           too
                                                          small
                    0%
                             AUS       NZ        USA      CAN       JAP    UK    EUR
           Very Good         41%      29%        37%                44%   27%    38%
                Good         46%      62%        56%                33%   53%    38%
                                                    AREA OF RESIDENCE




                                             Chart 43D
                         'Good/Very Good' Rating of Rental Car Companies
                       on 'Cleanliness of Vehicle' by Area of Residence - 2000
                         %
                 100%                           97%
                                      91%
                             88%                                                 88%
                                                                   78%    80%
                  80%


                  60%


                  40%


                  20%
                                                         Base
                                                          too
                                                         small
                   0%
                             AUS       NZ       USA       CAN      JAP     UK    EUR
           Very Good         43%      33%       30%                56%    27%    50%
               Good          45%      58%       67%                22%    53%    38%
                                                   AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                            65
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                                 Day Trips Taken by Market Area - 2000
                  %

         15%

                   11%


         10%
                             7%

                                       5%
                                              4%         4%          4%    4%
          5%                                                                      3%




          0%
                  NZ       AUS        EUR   USA        CAN          JAP   UK    OTHER   PCI
                                             AREA OF RESIDENCE
                                                   Day Trip Taken




VISITOR DAY TRIPS BY AIR OR SEA

Only 6% of respondents took a day trip, and this was consistent with 1999, 1998, 1997
and 1996. There has been no improvement, but there has not been a decline either.
Overall however the figures will be down given there was a lower level of visitation to Fiji
in 2000.

Even so, the day trip is still capturing the same proportion of the market.

(See Chart 44.)

Those most likely to take day trips are:
•     New Zealanders (11%)
•     followed by Australians (7%).

Perhaps being more familiar with the Fijian culture, Australians and New Zealanders
might also be more inclined in times of trouble to take trips away from the resorts.

4% of respondents from US, Canada, Japan, UK and 5% from Europe took day trips.
This is very slightly down on previous years, but not necessarily significantly so.

Also the figures for New Zealand and Australian day trippers in 1999 are not all that
different to 2000 where there is only a 1% drop, which is not significant (Chart 45).




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                    66
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                                          Chart 44
                 All Persons Taking a Day Trip using Air or Sea Transportation
                             %     100%           100%          100%          100%           100%
                     100%

                       80%

                       60%

                       40%

                       20%

                        0%
                                   2000           1999          1998          1997           1996
           Day Trip Taken           6%             6%            6%            5%             5%
               Not Taken           94%            94%           94%           95%            95%
                                                                YEAR




                                          Chart 45
             All Persons Taking a Day Trip Using Air or Sea Transportation - 2000
                                   by Area of Residence
                             %100%        100%   100%    100%   100%   100%    100%   100%     100%
                     100%


                       80%


                       60%


                       40%


                       20%


                        0%
                                 AUS       NZ    USA     CAN    JAP    UK      EUR    PCI     OTHER
           Day Trip Taken         7%      11%     4%      4%     4%    4%       5%              3%
               Not Taken         93%      89%    96%     96%    96%    96%     95%    100%      97%
                                                         AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      67
Marketing & Communications Research




                          Non-Organised Activities by Market Area - 2000
                 VILLAGE TOURS

        30%


                   20%
        20%                 17%
                                       16%
                                               15%
                                                         12%
                                                                11%   11%

        10%                                                                  6%

                                                                                   1%

          0%
                 USA      CAN         EUR    OTHER   UK        AUS    NZ    JAP   PCI
                                              AREA OF RESIDENCE
                                                           %




VISITOR NON-ORGANISED ACTIVITIES

•     Naturally enough, ‘swimming’ remained the ‘most popular’ activity undertaken while
      in Fiji in that 69% of respondents participated in some swimming activity. But
      interestingly enough, between 1996 and 2000 this has declined from 81% in 1996
      to 69% in 2000, which may have something to do with a heightened awareness of
      skin cancer or certain cultures not being quite as used to the water as western
      cultures.
•     ‘Snorkelling’ was the next most popular activity (59%), again slightly down on 1999
      and previous years.
•     Seeing a ‘Fijian Meke’ was an activity undertaken by 20% of respondents, down
      from 31% in 1999.
•     ‘Taxi usage’ was at 22%, again similar to previous years.
•     ‘Use of restaurants away from the resort’, while being down on 1997 and 1996
      figures, was nevertheless consistent since 1998, was an activity undertaken by
      18% of visitors.
•     There has however been a change in visiting villages. ‘Village Tours’ accounted
      for 25% of activities in 1997 and 1996. This dropped to:
      •     22% in 1998
      •     was down to 15% in 1999, and
      •     declined further to 12% in 2000.
Given that much of the qualitative research undertaken on behalf of Fiji shows that there
    is considerable interest in village visits, this decline should be examined in greater
    detail to determine why it has occurred.

Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                         68
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•     ‘Sailing’ was also down in 2000, accounting for 9% of activities undertaken,
      compared with 13% in 1999.
•     ‘Watching Fire Walking’ was also down from 13% in previous years to only 6% in
      2000. Perhaps local knowledge can best indicate why this is so.
•     ‘Playing golf’ declined from 12% in 1999 and 1998 to 8% in 2000.
•     ‘Scuba diving’ however was not down, indeed if anything it was up slightly from
      11% in 1999 to 13% in 2000.

There are some minor changes in the rest of Table 46, which can be studied at leisure,
but generally the changes are not all that significant.


          Table 46                           Proportion (%) Of Overseas Visitors
                                            Undertaking Non-Organised Activities
                      ACTIVITY                   2000     1999     1998      1997   1996
                              Swimming            69      74        76        77    81
                              Snorkelling         59      64        66        59    64
                             Fijian Meke          20      31        38        42    51
                                    Taxi          22      20        20        24    28
              Restaurant (outside resort)         18      17        17        22    25
                             Village Tour         12      15        22        25    25
                                  Sailing         9       13        14        14    13
                   Watching Firewalking           6       13        13        13    15
                             Playing Golf         8       12        12        16    15
                            Scuba-diving          13      11        14        11    12
                           Playing tennis         6       10        11        12    13
                  Fishing (not big game)          7        8        9         8      9
                    Trekking/Bush walks           6        7        8         8     11
                              Reef walks          5        5        8         9     10
                        Night Club/Disco          3        3        5         5      6
                             Horse riding         3        3        6         5      5
                        Big game fishing          2        2        3         2      3
                Garden of Sleeping Giant          1        2        3         5      4
                              Speedboat                    1        2         3      3
                           Playing Bowls                   1        2         2      2
                Attending cinema/concert          1        1        1         2      1
             Cultural Centre/Marketplace          1        1        3         5      3
                    Coral Coast Railway                    1        1         1      1
           Orchard Island Cultural Centre                           1         2      2
                          Suva Gardens                              1         2      1
                           Bird watching                            2         2      1
                  Kalevu Cultural Centre                                      1
                                   Other          13      NA        NA       NA     NA
                                  NONE            13      NA        NA       NA     NA




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      69
Marketing & Communications Research



VISITOR ACTIVITY BY MARKET AREA

It is only natural that persons from different cultures may have different orientations, and
because of this, Table 47 is of interest.

•     It can be seen that Japanese visitors were least likely to go swimming (63%). The
      figure was also lower among those from the Pacific Islands (12%), but coming from
      the Pacific Islands it is highly likely that they do not go to Fiji to swim.

•     Snorkelling was popular with most cultures, including interestingly enough,
      Japanese visitors. 66% of Japanese visitors went snorkelling, the same as
      Europeans, Australians and just slightly below New Zealanders.

•     Fijian Meke accounted for between 22% and 25% of activities for all cultures
      except Canadians (18%)—this may have something to do with where Canadians
      stayed.

•     Using a taxi was an activity engaged in by those from all source markets,
      particularly those from the Pacific Islands who made the greatest use of taxis
      (29%).

•     Using restaurants outside resorts was again higher among those from the Pacific
      Islands (35%), but it must be remembered that these are also persons more likely
      to be staying locally and therefore having a greater need to use a restaurant away
      from where they were staying. Of the mainstream visitor groups:
      •    it was the Japanese who were most likely to seek a meal away from the resort
           (23%), this was significantly ahead of:
           •     Australians (18%)
           •     US visitors (17%)
           •     Canadians (13%)
           •     those from the UK and Europe (at about 12%), and
           •     New Zealanders (15%).

•     Village tours were of greatest interest to:
      •     US visitors (20%)
      •     Canadians (17%)
      •     they were of least interest to Japanese (6%).

•     Sailing was a very high priority to New Zealanders who are were known for their
      sailing prowess (17%). This was followed by Australians (11%).

•     Watching Fire Walking was more fascinating to Australians (11%) than to other
      cultures.

•     Playing golf was most popular with:
      •    New Zealanders (14%)
      •    Australians (12%), and


Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                       70
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      •      Japanese (11%).




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                          71
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•      Scuba diving was a very important activity for Japanese visitors (24%) and US
       visitors (22%).

Other information is contained in Table 47.



    Table 47                      Proportion (%) of Overseas Visitors Undertaking
                               Non-Organised Activities—2000—by Area of Residence
               ACTIVITY               AUS      NZ        USA   CAN   JAP   UK   EUR   PCI
                        Swimming      79       79        69    74    63    76   79    12
                        Snorkelling   66       69        61    58    66    58   66    3
                       Fijian Meke    25       22        22    18    22    20   22    1
                              Taxi    24       23        21    17    22    17   16    29
        Restaurant (outside resort)   18       15        17    13    23    12   11    35
                       Village Tour   11       11        20    17     6    12   16    1
                            Sailing   11       17         7     6     9    8     6
             Watching Firewalking     11        6         5     3     4    7     3
                       Playing Golf   12       14         6     4    11    5     4    1
                      Scuba-diving    10       12        22    13    24    12   13
                     Playing tennis    9       11         2     5     4    5     2    1
            Fishing (not big game)    11        8         6     6     5    8     5
              Trekking/Bush walks      8        5         8    12     5    7     7
                        Reef walks     7        6         6     6     2    4     5
                  Night Club/Disco     4        2         1     1     2    2     2    8
                       Horse riding    5        3         4     2     3    2     2
                  Big Game fishing     4        2         3     3     3          1
          Garden of Sleeping Giant     1        1         3     4          2     1
                        Speedboat      1        1                     2
                     Playing Bowls     1
         Attending cinema/concert      1        1         1     1     1    1     1    7
       Cultural Centre/Marketplace     1        1                          1     1
               Coral Coast Railway                                    1          1
     Orchard Island Cultural Centre
                    Suva Gardens                                1
                     Bird watching
            Kalevu Cultural Centre
                             Other    16       15        13    15     8    15   10    6
                            NONE      10        9        11     7     6    10   10    41




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                            72
Marketing & Communications Research




                                      Rating of Shopping Environments
                   %

          60%             53%                                                       54%
                                               48%                     48%


          40%



          20%



           0%
                        Value                Range                 Attitude    Presentation
                         For                   Of                     Of         Of Shop
                        Money               Products             Shopkeepers
                                            Available
                                                         YEAR
                                                    Good        Very Good




SHOPPING

Shopping was an important experience in Fiji in 2000. 76% of respondents made some
shopping purchase while in Fiji. This is just slightly down by 3% from 1999. This is not
considered to be that significant. What it suggests is that about the same proportion of
visitors in 2000 made a shopping purchase, as was the case in 1999 and 1998 (Chart
48).

Those most likely to make a shopping purchase were:
•     Japanese (89%)
•     followed by Australians (84%).

Those less likely to make a shopping purchase were:
•     Canadians (63%)
•     visitors from the UK (64%), and
•     Europeans (65%).

79% of those coming from the Pacific Islands made a shopping purchase.

Reference to Chart 49 however shows that there are a considerable number of persons
visiting Fiji who are not making a shopping purchase, namely:
•     Canadians, 37%
•     visitors from the UK, 36%
•     Europe, 35% and
•     to some degree New Zealanders, 31%.

Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                          73
Marketing & Communications Research




                                              Chart 48
                       Estimated Overseas Visitors Making Shopping Purchases
                                       %   100%        100%          100%         100%        100%
                              100%

                               80%

                               60%

                               40%

                               20%

                                  0%
                                           2000        1999          1998          1997       1996
                   Made Purchase           76%         79%           78%           81%        81%
             No Shopping Purchase            24%       21%           22%           19%        19%
                                                                     YEAR




                                          Chart 49
                Estimated Overseas Visitors Making Shopping Purchases - 2000
                                   by Area of Residence
                                      %100%    100%   100%    100%   100%   100%     100%   100%     100%
                            100%


                             80%


                             60%


                             40%


                             20%


                              0%
                                       AUS      NZ    USA     CAN    JAP     UK      EUR    PCI    OTHER
                  Made Purchase        84%     69%    79%     63%    89%    64%      65%    79%     64%
           No Shopping Purchase        16%     31%    21%     37%    11%    36%      35%    21%      36%
                                                              AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                 74
Marketing & Communications Research



Chart 50A shows the ‘good/very good’ rating in terms of perceived value for money for
shopping. The results are particularly poor in 2000. There was a significant decline in
the value for money perception in 2000 over 1999.

In 2000, 53% of respondents rated shopping in Fiji as ‘good/very good’ value for money
compared with 68% in 1999.

What is interesting about Chart 50A is that:
•     going back to 1996, 53% of respondents then gave value for money a ‘good/very
      good’ rating
•     this increased to 58% in 1997
•     increased to 62% in 1998
•     further increased to 68% in 1999
•     but in 2000 it dropped back to 53%.

Chart 50B deals with the range of products sold.

Here too it can be seen that in 2000 there was a marked decline in the ‘good/very good’
rating. Less than half the respondents in 2000 (48%) gave the range of products
available in Fiji a ‘good/very good’ rating.

This was the lowest rating given over the five years’ measurement shown in Chart 50B.

Shopping therefore while attracting the same proportion of respondents, would appear
to be far less attractive than was the case previously, being rated down in ‘value for
money’, ‘range of products’ and as Chart 50C will show, also down on ‘attitude of
shopkeepers’.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                   75
Marketing & Communications Research




                                           Chart 50A
                    'Good/Very Good' Rating of Shopping on 'Value for Money'
                                  by Area of Residence - 2000
                                 %
                       100%


                         80%
                                                68%
                                                          62%
                         60%                                     58%
                                      53%                                      53%


                         40%


                         20%


                            0%
                                      2000      1999     1998   1997       1996
            Good/Very Good            53%       68%      62%    58%        53%
                                                         YEAR




                                          Chart 50B
                  'Good/Very Good' Rating of Shopping on 'Range of Products'
                                by Area of Residence - 2000
                                 %
                      100%


                       80%

                                                61%
                       60%                               57%               56%
                                                                54%
                                     48%

                       40%


                       20%


                         0%
                                     2000      1999      1998   1997       1996
           Good/Very Good            48%       61%       57%    54%        56%
                                                         YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                     76
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The attitude of shopkeepers in 2000 got the lowest rating for the last five years (48%).

(See Chart 50C.)




                                         Chart 50C
              'Good/Very Good' Rating of Shopping on 'Attitude of Shopkeepers'
                               by Area of Residence - 2000
                              %
                       100%


                        80%

                                                61%
                        60%                              56%               54%
                                                                53%
                                      48%

                        40%


                        20%


                         0%
                                  2000          1999     1998   1997      1996
           Good/Very Good         48%           61%      56%    53%       54%
                                                         YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    77
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In terms of presentation in the shop (Chart 50D), this too had a dramatic drop in the
‘good/very good’ rating, down from 72% in 1999 to 54% in 2000.




                                          Chart 50D
                 'Good/Very Good' Rating of Shopping on 'Presentation of Shop'
                          %      by Area of Residence - 2000
                      100%


                        80%
                                                72%      72%
                                                                67%
                                                                           64%
                        60%       54%


                        40%


                        20%


                         0%
                                  2000          1999     1998   1997       1996
           Good/Very Good         54%           72%      72%    67%        64%
                                                         YEAR




It can be concluded therefore that the shopping experience in 2000 left a great deal to
be desired in terms of value, quality, range of merchandise, presentation, and attitude of
shopkeepers.

All these changes are very significant.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                                                                                                                               78
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                                               Shopping Purchases Made by Product Group - 2000
                          %

         60%               53%

         50%
                                               38%
         40%
                                                                                                                                                                                                        26%
         30%
         20%                                                  11%
                                                                                  8%           6%          5%           4%           3%
         10%                                                                                                                                      2%           2%           2%         2%
          0%
                             ts                    g             l                fs           e         ry              s            r           ry            s            s         er                    s
                          af                    in            ho             uf              m         le            tte           ea           ne
                                                                                                                                                             ic            ck     th                     e
                   ic
                      r                      th          co                st             rfu        el           re            tw            io           et           lo       O                    as
                 nd                   C
                                          lo           Al               od              e          w           ga            oo            at            sm          /C                        rc
                                                                                                                                                                                                  h
             a                    e                                  Fo
                                                                                       P         Je         C
                                                                                                              i            F            St           C
                                                                                                                                                       o          es                        Pu
            H             ad                                                                                                         s/                        ch                      o
                         m                                                                                                        ok                        at                    N
                   d   y-                                                                                                     Bo                           W
                 ea
             R
                                                                                                       WHAT PURCHASED

                                                                                                                          %




VISITOR SHOPPING PURCHASES MADE

The decline in the shopping experience is evident in Table 51.
•     It can be seen that there has been a significant decline in the purchase of
      handicrafts between 1999 and 2000. There has been a drop of 7%.
•     The same also applies to purchases of ready made clothing, down from 46% in
      1999 to 38% in 2000.
•     Alcohol purchases continued to decline over the five years and now stand at 11%
      of all purchases.
•     Jewellery is also down from 8% in 1999 to 5% in 2000.

Reference to Table 51 will show that these declines tend to be across the board. There
have not been any increases.

The best that can be said is that in the area of foodstuffs, footwear, books and
stationery, films, paintings etc. there has been no change. Whether this is a result of
merchandise not being available, or for some other reason, is beyond the scope of this
investigation.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                       79
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          Table 51                         Proportion (%) of Overseas Visitors
                                              Making a Shopping Purchase
                     ACTIVITY                   2000     1999    1998      1997   1996
                                Handicrafts     53       60       60        61    61
                       Ready-made clothing      38       46       40        41    41
                                      Alcohol   11       14       14        18    16
                                  Jewellery      5        8        8         9     9
                                   Perfume       6        8        8        11    10
                                 Foodstuffs      8        8       10        14    12
                          Tobacco products       4        6        5         9     9
                                  Footwear       3        3        4         4     5
                           Watches/Clocks        2        3        5         5     5
                                 Cosmetics       2        3        4         7     6
                          Books/Stationery       2        2        3         5     5
                         Handbags/Wallets        1        2        2         2     3
                                       Films     1        1        2         4     4
                                  Paintings      1        1        1         2     1
                           Material/Textiles     1        1        1         2     2
                      Cameras/Accessories        1        1        1         2     2
                        Electrical/Radio/TV      1        1                  1     1
                      Suitcases/Travel bags               1        1         1     1
                              Toys/Games                  1        1         2     1
                                       Other     2       NA       NA        NA    NA
                  Persons making purchase       74       NA       NA        NA    NA
                        No purchases made       26       NA       NA        NA    NA




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                           80
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                        Proportion of Visitors Making Shopping Purchases
                                   by Area of Residence - 2000
                   %

         100%       88%
          90%                81%       79%    77%
          80%                                            69%      68%
                                                                         63%   61%     61%
          70%
          60%
          50%
          40%
          30%
          20%
          10%
           0%
                  JAP      AUS        PCI    USA         NZ      CAN    EUR    UK    OTHER
                                             AREA OF RESIDENCE
                                                          2000




SHOPPING PURCHASES BY MARKET AREA

Table 52 shows the purchase orientations according to nationality of respondent.
•     Handicrafts are:
      •   particularly appealing to Japanese visitors with 72% purchasing some
          handicraft
      •   they are also reasonably interesting to US visitors (65%) and Australians
          (62%)
      •   they are less interesting to Canadians (50%), New Zealanders (49%) and
          least interesting to UK visitors (28%)
      •   those coming from other Pacific Islands most probably have enough island
          handicrafts of their own, with only 21% purchasing.
•     However, those coming from Pacific Islands purchased ready made clothing (56%)
      to a greater extent than did anyone else. Their main purpose for travelling to Fiji no
      doubt was to purchase items not available on their own island. Ready made
      clothing was not quite as appealing to other nationalities, but nevertheless
      accounted for:
      •     43% of respondents from Australia who made a shopping purchase
      •     40% of New Zealanders
      •     39% of US visitors
      •     36% Japanese
      •     31% Europeans, and
      •     35% Canadians.



Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                 81
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•     Alcohol was of interest to:
      •    Australians (20%)
      •    Japanese (13%), and
      •    those from other Pacific Islands (12%).
•     Japanese visitors, as has been seen, were more likely to eat away from their
      hotels/resorts than other nationalities, were also the most likely to purchase food
      stuffs of some description (33%) This is by far a greater percentage than that for
      any other nationality. But it should also be recalled that Japanese visitors were
      least likely to rate food availability in Fiji positively. It may well be therefore that
      their tastes are not fully catered for and they have a need to shop outside their
      hotels.
•     Perfume was a relatively modest purchase, the highest purchases being recorded
      among Australians (9%), and Japanese (8%).
•     Similarly jewellery had its strongest appeal with the Japanese visitors (9%), as did
      cosmetics (10%).

    Table 52      Proportion (%) Of Overseas Visitors Making Shopping Purchase—2000
                                         By Area Of Residence
               ACTIVITY                 AUS       NZ     USA    CAN    JAP    UK     EUR    PCI
                          Handicrafts    62        49     65     50     72     38     46     21
               Clothes—ready-made        43        40     39     35     36     27     31     56
                             Alcohol     20        9      6      9      13     8      4      12
                          Foodstuffs     4         6      4      4      33     4      5      12
                            Perfume      9         6      2      3      8      1      1      11
                           Jewellery     6         6      5      2      9      1      1      4
                   Tobacco products      5         2      1      2      12     3      4      6
                           Footwear      1         2      1      2      2      2      3      3
                          Cosmetics      2         1      1             10                   2
                     Watches/Clocks      1         2             1      4                    6
                   Handbags/Wallets      1                1             3             1      3
             Photographic equipment      1         1      1             1                    1
                               Films                             1      2      1             1
                   Materials/Textiles                                   4                    1
                            Paintings                                   3      1
                           Radio/TV                                     1                    3
            Suitcases/Travelling bags                                                        3
                        Toys/Games                                                           2
                      Sporting goods                                    1             1
                               Other     1         1      1      3      3      2      1      2

           Persons Making Purchase       81        69     77     68     88     61     63     79
        Persons Not Making Purchase      19        31     23     32     12     39     37     21

                  Total Respondents     100%     100%    100%   100%   100%   100%   100%   100%




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                   82
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                               Visitor Prepayment for Accommodation
                   %

         100%
                                        83%                             81%
           90%                                            80%    80%
                        72%
           80%
           70%
           60%
           50%
           40%
           30%
           20%
           10%
            0%
                       2000           1999               1998   1997   1996
                                                     YEAR
                                                           %



VISITOR PAYMENT METHODS

Respondents were asked how they paid for various activities undertaken in Fiji. Chart
53A deals with the method of payment for accommodation.
•     72% of respondents pre-paid their accommodation before departure. This
      represents a decline of 11% from 1999. It would appear to be a significant
      decrease and may have a lot to do with the rates and ‘deals’ on offer following the
      various disruptions.
•     While there has been a decline in the pre-payment for accommodation, there has
      been a significant increase in paying for accommodation with cash, up from 9% in
      1999 to 14% in 2000, an increase of 5%.
•     Similarly there was a greater use of credit cards in 2000 compared with 1999, up
      from 7% to 13%. This marks a different pattern in 2000, which must be considered
      an abnormal year from the pattern evident in all previous years.

Those who took tours and cruises were asked about how they paid for these (Chart
53B). Unlike accommodation there appears to be a reasonably constant pattern of pre-
payment before departure.
•     There was a slight increase from 11% in 1999 to 14% in 2000. This does not
      appear to be a major break in pattern for in 1996 and 1997 similar percentages
      were recorded.
•     There was a slight decrease however in payment by cash, down three percentage
      points from 1999 to 50% in 2000. But this is also a pattern that seems to be
      altering over time. More people paid by cash in 1998 and previously than was the
      case in 1999 and 2000.


Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                  83
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•     Credit cards increased in their usage very significantly in 2000 which shows
      another change in payment patterns. In 1999, 28% of respondents paid for their
      tours and cruises by credit card, in 2000 it was 35%, an increase of 7%. This too
      may reflect exchange rates.


                                              Chart 53A
                                 Method of Payment for Accommodation
                                   Persons Undertaking This Activity
                                       %   100%     100%      100%   100%    100%
                                100%

                                 80%

                                 60%

                                 40%

                                 20%

                                  0%
                                           2000     1999      1998   1997    1996
           Prepaid Before Departure        72%      83%       80%    80%     81%
                              Cash         14%           9%   11%       9%    8%
                        Credit Card        13%           7%    9%    10%     11%
                             Other          1%           1%             1%
                                                              YEAR




                                            Chart 53B
                              Method of Payment for Tours and Cruises
                                 Persons Undertaking This Activity

                                       %   100%     100%      100%   100%    100%
                                100%

                                 80%

                                 60%

                                 40%

                                 20%

                                  0%
                                           2000      1999     1998   1997    1996
           Prepaid Before Departure        14%       11%      10%    15%     16%
                              Cash         50%       53%      59%    61%     56%
                        Credit Card        35%       28%      23%    23%     20%
                              Other         1%           8%    8%       1%    8%
                                                              YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                   84
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Chart 53C appears to represent somewhat of an anomaly in that the information
available for 1999 and 1998 (taken from the published 1999 IVS report) would appear to
be inadequate.

Since the base data is not available to Stollznow Research, nothing further can be done.
It is felt there is an error here.

Nevertheless, in 2000:
•     40% of internal air and sea excursions were pre-paid before departure
•     30% were paid with cash, and
•     29% with credit cards.

Chart 53D which shows the method of payment for car rentals, also appears to have
some data missing from the 1999 report.

Nevertheless, taking the data as it appears, it would seem that respondents are slightly
less inclined to pay for car rentals before their departure, the figures here moving
consistently downward as a trend from 1996 when 23% was prepaid, compared with
10% in 2000.

There has been a corresponding increase in the use of cash to pay for car rentals.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      85
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                                             Chart 53C
                               Method of Payment for Internal Air and Sea
                                   Persons Undertaking This Activity
                                          %   100%                        100%   100%
                                100%
                                                     SUSPECT PREVIOUS
                                                       DATA ERROR
                                                                   79%
                                 80%                   74%

                                 60%

                                 40%

                                 20%

                                     0%
                                              2000     1999        1998   1997   1996
           Prepaid Before Departure           40%       2%          1%    24%    29%
                              Cash             30%     40%         44%     50%    39%
                        Credit Card            26%     32%         34%     26%    32%
                             Other             4%
                                                                  YEAR




                                       Chart 53D
           Method of Payment for Car Rentals - Persons Undertaking This Activity
                                          %   100%   SUSPECT PREVIOUS     100%   100%
                               100%                     DATA ERROR
                                                      82%         85%
                                80%

                                60%

                                40%

                                20%

                                 0%
                                              2000    1999        1998    1997   1996
          Prepaid Before Departure            10%     14%         16%     19%    23%
                             Cash             28%     15%         22%     21%    17%
                       Credit Card            59%     53%         47%     58%    59%
                            Other              3%                          2%     1%
                                                                  YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    86
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Chart 54 deals with the method of payment for meals outside hotels.

Payment by credit card (62%) and cash (29%) were the major methods.

From 1998 onwards there appears to have been relatively little significant change in this,
other than perhaps a slight increase in the use of credit cards. But this is not all that
significant.

Chart 55 deals with the method of payment for shopping.

Payment was either:
•     by cash (77%), or
•     credit card (22%).

There has been little or no change in the last four years on these proportions.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                87
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                                              Chart 54
                               Method of Payment for Meals Outside Hotels
                                   Persons Undertaking This Activity
                                        %   100%          100%          100%     100%      100%
                                 100%

                                  80%

                                  60%

                                  40%

                                  20%

                                   0%
                                            2000          1999          1998     1997      1996
           Prepaid Before Departure          7%            5%            4%       5%        5%
                               Cash         62%           68%           68%       60%      63%
                         Credit Card        29%           25%           26%       33%      31%
                               Other         2%            2%            2%           2%    1%
                                                                        YEAR




                                         Chart 55
             Method of Payment for Shopping - Persons Undertaking This Activity
                           %     100%              100%          100%          100%        100%
                   100%


                    80%


                    60%


                    40%


                    20%


                     0%
                                 2000              1999          1998          1997        1996
                 Cash            77%               77%           78%           76%         72%
           Credit Card           22%               22%           21%           22%         26%
                 Other            1%                1%            1%            2%          2%
                                                                 YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                      88
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FAVOURABLE VISITOR IMPRESSIONS

Respondents were asked to indicate their most positive impressions of Fiji.

•     Consistent with all previous years, it is the Fijian people themselves who create the
      most positive impression of Fiji. There can be few countries that can boast that
      70% of respondents record the people of that country as giving the most favourable
      impression of that country. There has been little significant change in this over the
      periods reported upon.

•     The next most favourable impression was a long way behind the people. 18% of
      respondents’ favourable impression of Fiji was that it was ‘relaxing and peaceful’.
      Of some significance is the fact that this was down by 10% on 1999 (28%).
      However, in view of the problems confronting Fiji in 2000, this is not altogether
      surprising for it could be argued that Fiji would be perceived as a less relaxing and
      peaceful place in 2000 than it was in previous years.

•     The climate also deteriorated from 20% in 1999 to 15% in 2000.              This too
      represents a significant drop over the period 1996 to 1999.

•     The scenery created the most favourable impression amongst 12% of respondents.

•     The environment, the beautiful clear waters of Fiji were rated as the next most
      favourable impression in 2000 by 9% of respondents compared with 10% in 1999.
      For some reason this would appear to be part of a trend, for the most favourable
      impression rating for the clear unpolluted waters of Fiji has been deteriorating since
      1996 when 16% of people rated it as their most favourable impression.

•     The beaches rated 8%, slightly down on the:
      •    10% rating in 1999
      •    11% in 1998, and
      •    16% in 1997.

•     The islands themselves stayed reasonably consistent with a favourable rating of:
      •    8% of respondents in 2000
      •    compared with 9% in 1999, and
      •    8% in 1998, no real difference.

•     The ratings for the remaining variables of snorkelling, swimming, service at hotels,
      way of life etc. were all similar to that which had been recorded previously.

Nevertheless, the most favourable impressions of Fiji were by far the Fijian people
themselves. And while Fiji has experienced problems, the next most favourable rating
was the peaceful relaxing environment of Fiji, followed by the climate and the scenery
(see Table 56).




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                          89
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        Table 56                             Most Positive Impressions of Fiji
                  IMPRESSIONS                  2000      1999     1998      1997     1996
                              The People       70        73        68        72       69
                       Relaxing/Peaceful       18        28        31        26       19
                              The climate      15        20        21        21       20
                             The scenery       12        15        11        16       13
                     Clear/Beautiful water      9        10        14        16       16
                            The beaches         8        10        11        16       9
                              The islands       8         9        8         11       7
                              Snorkelling       7         8        8         10       6
                               Swimming         6         6        7             8    4
                          Service at hotel      6         5        6             9    7
                           The way of life      4         4        6             8    4
                             Culture/Craft      3         4        3             5    3
                               Good food        3         3        4             5    4
                                Shopping        3        NA       NA         NA      NA
                           Diving—scuba         2        NA       NA         NA      NA
                                    Other      23        NA       NA         NA      NA




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                        90
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When this information was analysed by the area of residence of respondents (Table 57),
some rather interesting results emerged.

•     Generally ‘the people’ rated particularly well among Australians, New Zealanders,
      visitors from the US, Canadians, those from the UK, and Europeans. The ratings
      here ranged from 69% through to 81%, the US visitors giving the highest rating of
      81%. But attention to Table 57 shows that only 55% of Japanese rated ‘the people’
      as the most favourable impression, and only 38% of those from other Pacific
      Islands. Leaving the other Pacific Islands aside, the focus should be on Japanese
      visitors. It will be recalled that Japanese visitors were most likely to give the lowest
      rating on accommodation and excursions etc. in Fiji than any other group. So
      somewhere, something is not working as well for Japanese visitors as it is for other
      cultures. Why this is so is a question which needs to be answered elsewhere.

•     The next most impressive rating of Fiji was the relaxing and peaceful environment.
      Here there were some variations according to cultures, but generally these
      variations were not of any major significance. Those who found the environment
      most relaxing tended to be:
      •     Australians (20%)
      •     New Zealanders (21%), and
      •     interestingly, Japanese (20%).
This was followed by people from:
     •    the UK (17%)
     •    from the US (16%)
     •    Europeans (16%), and
     •    Canadians (15%).

All these are satisfactory relative to the overall rating.

•     The rating on climate as the most favourable impression produced quite a wide
      range of results:
      •    New Zealanders gave the climate the highest rating (31%), this being well
           ahead of:
           •     Europeans (16%), and
           •     Australians (17%).
      •    This is followed by visitors from:
           •     the UK (15%)
           •     Canada (13%), and
           •     those from the US (10%).
      •    The Japanese visitors again produced an interesting result in that only 5% of
           Japanese visitors mentioned the climate when asked to indicate what their
           most positive impression of Fiji was.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                             91
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•     Australians, New Zealanders and those from other Pacific Islands were least likely
      to mention the scenery of Fiji as their most positive impression. Perhaps because
      the type of scenery in Fiji is available in these three market areas. However, the
      scenery scored very well among those from Continental Europe and North
      America.

•     The clear, beautiful water had its greatest impact on the Japanese (23%). It will be
      recalled that Japanese visitors were also most likely to use Shotover and to scuba
      dive. Australians and New Zealanders as well as those from other Pacific Islands
      gave it the lowest rating, not because it was not impressive, but because it was
      perhaps what they are already used to.

•     The beaches had the greatest impact upon Europeans (16%) and those from the
      UK (11%).

•     The islands were most impressive to Europeans (17%), those from the UK (12%),
      and Canadians (10%).

•     Snorkelling was most likely to be mentioned by Europeans, Japanese and New
      Zealanders (all at 10%).

•     Swimming was more likely to be mentioned by Japanese (10%) than other
      cultures.


        Table 57                          Most Positive Impressions of Fiji—2000
                                                  By Area Of Residence
        IMPRESSIONS                AUS        NZ    USA    CAN     JAP    UK       EUR   PCI

                    The People     76        72     81     76      55     77       69    38
              Relaxing/Peaceful    20        21     16     15      20     17       16    12
                    The climate    17        31     10     13      5      15       16    5
                   The scenery        9       7     15     17      16     18       20    7
           Clear/Beautiful water      7       6     10     7       23     6        13    7
                  The beaches         7      00     6      9       7      11       16    1
                    The islands       8       6     6      10      6      12       17
                    Snorkelling       7      10     7      9       10     7        10
                     Swimming         5       8     3      4       10     6        7     1
                Service at hotel      7       7     6      5       6      8        4     4
                 The way of life      4       3     4      1       3      2        5     5
                   Culture/Craft      4       3     3      5       1      3        3     4
                     Good food        2       2     3      4       2      3        3     9
                      Shopping                      1              1      1        1     23
                 Diving—scuba         1       1     5      1       5      2        3
                          Other    19        22     21     16      26     24       23    30




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    92
Marketing & Communications Research



UNFAVOURABLE VISITOR IMPRESSIONS

Conversely, respondents were asked to indicate their most unfavourable impressions of
Fiji.

The first point to note is that there are relatively few unfavourable impressions of Fiji
mentioned by respondents. Certainly the unfavourable impressions were relatively
insignificant compared with the ability of respondents to nominate favourable
impressions.

•     Among those mentioned were the shopkeepers or traders, but here the story is
      very positive in that there has been an ongoing decline in the propensity of
      respondents to mention the shopkeepers and traders as creating an unfavourable
      impression from 1996 onwards. It would appear therefore that the shopkeepers
      and traders were much less likely to create an unfavourable impression in 2000
      (7%) than in 1997 (12%).

•     The climate of course is a patchy variable in that it all depended on when the
      person was there.

•     Thereafter:
      •   insects and bugs were mentioned by 3% of respondents in 2000
      •   the Indian people (2%)
      •   the untidy dirty towns (4%)—no change from previous years.

Indeed there has been relatively little change in the unfavourable impressions ratings.

When the unfavourable impressions were analysed by area of residence (Table 59),
there are a few variables, but none of them have all that great a significance.

•     New Zealanders (11%), Australians (9%) and visitors from the UK (8%) were most
      likely to mention the shopkeepers and traders. Those from the US were least likely
      (5%).

•     Insects and bugs were of greater concern to visitors from the UK (5%), those from
      the US (5%), Canadians (4%), Japanese (4%), Europeans (3%) and New
      Zealanders (4%) than they were to Australians (2%).

•     The Indian people did not show any major significant variation across the various
      areas of residence.

•     However there were slight tendencies to suggest that Fiji might be too expensive
      and this was more likely to be mentioned by Australians and Canadians and
      perhaps New Zealanders than those from the US, Japan and the UK or Europe.
      This is most probably related to the strength of the exchange rate at any particular
      time.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                            93
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There were a considerable number of ‘other’ factors mentioned. In the 2001 report
these will be examined in greater detail for when the information was accepted by
Stollznow Research it had already been coded and therefore there is no way of
extracting whether or not any of these ‘other’ reasons are of any significance.

        Table 58                             Most Unfavourable Impressions of Fiji
                  IMPRESSIONS                    2000         1999         1998      1997          1996

                     Shopkeepers/Traders          7            8           10         12           12
                               The climate        4            4            3            9          4
                         Insects and Bugs         3            4            2            4          5
                             Indian People        2            4            2            3          3
                       Towns—dirty/untidy         4            4            4            5          6
                            Too expensive         2            2            3            4          5
                            Quality of food       2            2            3            3          4
                             Sword Sellers        1            2            3            3          3
                  Taxi drivers—pushy/rude         1            1            1            1          2
                             Hotel facilities     1            1            1            1          2
                            Driving too fast                   1            2            3          3
                                  Shopping        1            1            2            2          2
                        Poverty of villages       1            1            1        NA            NA
                           Service at hotel       1            1            1            2          3
                                      Other       25          NA           NA        NA            NA




       Table 59                       Most Unfavourable Impressions of Fiji—2000
                                                By Area Of Residence
             IMPRESSIONS               AUS       NZ     USA          CAN    JAP      UK      EUR        PCI

            Shopkeepers/Traders          9       11      5            7         6    8        6           5
                      The climate        2        4      6            3         7    5        7           2
                Insects and Bugs         2        4      5            4         4    5        3
                    Indian People        2        2      1            1         2    2                    3
              Towns—dirty/untidy         5        7      3            3         1    3        3           3
                   Too expensive         4        3      1            4         1    1        2
                   Quality of food       3        3      1            3         3             1           1
                   Sword Sellers         1        1      1                           1        1           1
         Taxi drivers —pushy/rude        1        2      1            3         1    1        1           3
                   Hotel facilities      2        1      1                      1    1        1
                  Driving too fast       2        2                   3         1    2        1           2
                        Shopping         1        1                   3         1    1
               Poverty of villages       1        1      1            1              3
                  Service at hotel       2        1                             1    2        1           2
                            Other       24       27     26           31         22   24      21         22




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                   94
Marketing & Communications Research



SUMMARY OF VALUE FOR MONEY RATINGS

Tables 60 and 61 deal with the overall value for money ratings and show the summation
of the ‘good’ plus ‘very good’ rating. Reference should be made to the details in the
report where these ratings have been shown for ‘good’ and very good’ separately.
Nevertheless the summation of these two ratings as shown here is useful for
comparative purposes. The ‘good/very good’ rating data is not available for 1999 or
periods prior to that.

Table 60 deals with the value for money ratings over a period of time.
•     The value for money rating for accommodation has not changed between 1999 and
      2000.
•     There has been a decline in the value for money rating in relation to organised
      cruises, down from 96% in 1999 to 89% in 2000. It should also be noted that the
      cruise market has suffered slightly as a result of the activities of 2000.
•     There is no change in organised tours, rating basically the same in between 1996
      and 2000.
•     There has been a slight decline in the value for money rating for car rentals, down
      5% from 76% in 1999 to 71% in 2000. But even at 71% it still rates better than it
      did in 1997 and 1996.
•     Shopping has taken a major slide. It is down on a value for money rating of 68% in
      1999 to 53% in 2000, a massive drop of 15% overall. This area should be
      examined in greater detail.


          Table 60                    Summary of Value For Money Ratings
                                             Good + Very Good
                 ACTIVITY             2000        1999   1998      1997    1996

                  Accommodation        86          86     84        79      82
                 Organised cruses      89          96     91        90      87
                  Organised tours      84          93     89        85      84
                       Car rentals     71          76     75        66      67
                        Shopping       53          68     62        56      53




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                    95
Marketing & Communications Research



The above data is analysed in Table 61 by the area of residence.

Again it is stressed that value for money ratings across cultures will vary over time and
according to the exchange rate. The US dollar, European Euro and English Pound have
been very strong currencies in 2000 and into 2001. Even with this in mind however, the
ratings are quite satisfactory to the extent that a ‘good/very good’ rating is meaningful.
•     90% of those from the US rated accommodation as ‘good’ or ‘very good’ value for
      money, slightly ahead of those from the UK (89%), Europeans (86%), Australians
      (87%), New Zealanders (82%) and Japan (81%).
•     In relation to organised cruises those from the US, Canada, Japan and Europe
      rated value for money slightly higher than those from the UK, Australia and New
      Zealand.
•     Organised tours followed a similar pattern, the best value for money rating being
      given by those from the UK (91%), the least by Europeans (78%).
•     Car rentals did not offer very good value for money relative to accommodation,
      organised cruises and organised tours. Nevertheless there is not all that much
      difference across the various cultures which seemed to average out around the
      71% good value for money rating indicated in Table 60.
•     Shopping produced some significant variations. The shopping experience in Fiji
      was seen as offering ‘good’ or ‘very good’ value for money by 64% of Japanese
      visitors and 61% of US visitors. Canadians (56%) and Australians (55%) saw the
      situation similarly. The poorest value for money perception came from New
      Zealanders, those from the UK and Europe, all giving about a 42% value for money
      rating.


          Table 61       Summary of Value For Money Ratings by Area of Residence
                                           Good + Very Good
                ACTIVITY              AUS    NZ      USA      CAN    JAP   UK   EUR

                 Accommodation        87     82          90    84    81    89   86
               Organised cruises      85     87          94    92    91    85   94
                 Organised tours      83     79          86    88    80    91   78
                     Car rentals      68     69          70   BTS*   67    73   75
                       Shopping       55     42          61    56    64    43   42
           *Base too small




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                 96
Marketing & Communications Research




                       Enjoyment of Visit Compared with Expectations - 2000
                                        First Time Visitors
                   %

         100%
                    82%
                             79%        79%      77%        76%        75%      74%    74%
          80%                                                                                71%


          60%


          40%


          20%


           0%
                  JAP      PCI        OTHER    EUR         CAN       USA      AUS      NZ    UK
                                                AREA OF RESIDENCE
                                          More Enjoyable         Much More Enjoyable




FIRST TIME VISITOR ENJOYMENT OF VISIT

First time visitors to Fiji were asked to rate their enjoyment of their visit, relative to the
expectations they had in mind prior to arriving. It is hard to make much sense of some
of these results for they vary significantly over time. Far more detailed work is required
to understand just why these variations occur. For example:

•     45% of respondents in 2000 rated their enjoyment as ‘much more enjoyable than
      expected’. It is a moot point as to whether or not this is a satisfactory rating, but
      nevertheless it does set a benchmark. This compares with the 54% of respondents
      who so rated it in 1999, the record breaking year for tourism in Fiji. But that was
      well up on the 46% who gave such a similar rating in 1998, which is similar to that
      achieved in 2000.

      But the 46% who rated it as ‘much more enjoyable than expected’ in 1998 was
      significantly up on the 27% who gave it such a rating in 1997, which in turn was
      slightly down on the 31% who gave it such a rating in 1996. Reference to Chart 62
      will show the fluctuations that occur over time. There does not appear to be any
      consistency here.

•     Those rating it ‘more enjoyable’ also fluctuated somewhat. In 2000, 30% rated it as
      more enjoyable than they had expected compared with 25% in 1999. But it must
      be borne in mind that the ‘much more enjoyable’ rating was much higher in 1999
      than in 2000.

(See Chart 62.)




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                               97
Marketing & Communications Research




                                             Chart 62
                          Enjoyment of Visit Compared with Expectations
                                        First Time Visitors
                                  %   100%       100%    100%    100%     100%
                           100%

                            80%

                            60%

                            40%

                            20%

                             0%
                                      2000        1999   1998     1997    1996
          Much More Enjoyable         45%         54%    46%      27%     31%
                More Enjoyable        30%         25%    31%      36%     35%
                  As Expected         19%         16%    20%      28%     28%
                Less Enjoyable         4%          4%     2%       6%      5%
           Much Less Enjoyable         2%          1%     1%       3%      1%
                                                         YEAR




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                  98
Marketing & Communications Research



Chart 63 shows this information by area of residence. Probably it is best here to focus
upon the ‘much more enjoyable than expected’ rating.
•     Those who found their visit ‘much more enjoyable than expected’ tended to be
      Japanese (53%) which was the culture as has been seen that tended to give Fiji a
      lower rating on many aspects of their experience in Fiji than those coming from
      other cultures—a conundrum here that needs to be solved.
•     The Japanese were followed by:
      •    51% of those from the US who rated their visit as ‘more enjoyable than
           expected’
      •    this was followed by 47% of Europeans giving such a rating
      •    45% of those coming from other areas
      •    44% of those from the UK
      •    42% of Australians
      •    41% Canadians, and
      •    38% of New Zealanders.

The experiences tend to vary and part of this could be due to the fact that those coming
to Fiji for the first time experienced different geographic areas of Fiji:
•     New Zealanders for example are more likely to move to the islands
•     Australians are more likely to be found on the Coral Coast
•     Japanese and US visitors are more likely to be found in the Nadi area.

There are other variables at play here. These experiences therefore might be related to
where respondents locate in Fiji, rather than their source culture.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                   99
Marketing & Communications Research




                                         Chart 63
         Enjoyment of Visit Compared with Expectations by Area of Residence - 2000
                                    First Time Visitors
                                   %100%    100%   100%   100%   100%   100%   100%   100%   100%
                            100%

                             80%

                             60%

                             40%

                             20%

                              0%
                                      AUS    NZ    USA    CAN    JAP     UK    EUR    PCI    OTHER
           Much More Enjoyable        42%   38%    51%    41%    53%    44%    47%    38%     45%
                 More Enjoyable       32%   36%    24%    35%    29%    27%    30%    41%     34%
                   As Expected        20%   21%    19%    20%    16%    21%    16%    17%     18%
                 Less Enjoyable       4%     4%     4%     1%     2%     5%     4%     2%     3%
            Much Less Enjoyable       2%     1%     2%     3%            3%     3%     2%
                                                          AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                         100
Marketing & Communications Research




                                      Repeat Visitation to Fiji - 2000
                  %

        100%
                    78%
         80%
                             57%
         60%
                                       42%

         40%
                                               23%
                                                         18%     17%     16%
         20%                                                                    9%    7%


          0%
                  PCI      NZ         AUS    OTHER   CAN        JAP    USA     EUR   UK
                                              AREA OF RESIDENCE
                                                         2000




REPEAT VISITORS TO FIJI

In 1999, those persons returning to Fiji accounted for 27% of all visitors. Perhaps as a
sign of confidence in Fiji, this figure increased to 33% in 2000. 2000 saw a higher level
of repeat visitation than has been the case in the years 1996 to 1999. Indeed, in 2000 it
was more likely that the very frequent visitors to Fiji were likely to return. For example:
•     Those who have been five or more times comprised 12% of the 2000 visitors,
      compared with 7% for 1999, 2% of 1998, 5% for 1997 and 6% for 1996.
•     As might be expected, repeat visitation was much higher among visitors from other
      Pacific Islands (78%), New Zealanders (56%) and Australians (42%). In fact:
      •    42% of those who came from the Pacific Islands to Fiji had been five or more
           times
      •    22% of New Zealanders had been five or more times, and
      •    14% of Australians had been five or more times.
•     Repeat visitation was relatively low among other cultures, comprising visitors from:
      •   the US (16%)
      •   Canadians (18%)
      •   Japanese (17%)
      •   Europeans (9%), and
      •   from the UK (7%).




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                              101
Marketing & Communications Research




                                                    Chart 64
                                   First Time and Repeat Visitation to Fiji - 2000
                                   %     100%         100%             100%           100%          100%
                         100%

                          80%

                          60%

                          40%

                          20%

                              0%
                                         2000          1999             1998          1997          1996
                 First Time              67%           73%              72%           73%           73%
               Once Before                7%               9%           11%            8%           10%
              Twice Before                7%               6%            7%            7%            6%
             3 Times Before               5%               3%            5%            4%            3%
             4 Times Before               2%               2%            3%            3%            2%
           5+ Times Before               12%               7%            2%            5%            6%
                                                                       YEAR




                                                     Chart 65
                                   First Time and Repeat Visitation to Fiji - 2000
                                               by Area of Residence
                               %100%       100%     100%        100%   100%    100%   100%   100%     100%
                     100%

                       80%

                       60%

                       40%

                       20%

                        0%
                                   AUS      NZ      USA         CAN    JAP      UK     EUR   PCI     OTHER
                 First time        58%     44%      84%         82%    83%     93%     91%   22%      77%
              Once before          10%         9%    6%          8%     4%      3%      4%    6%           5%
              twice before          9%     14%       4%          5%     4%      2%      3%   12%           5%
            3 times before          6%         8%    2%          2%     2%      1%      1%   11%           4%
            4 times before          3%         3%    1%          2%     2%                    7%           1%
          5 + times before         14%     22%       3%          1%     5%      1%      1%   42%           8%
                                                                AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                        102
Marketing & Communications Research



VISITOR LIKELIHOOD OF A RETURN VISIT

Respondents were asked how likely they would be to return to Fiji. Here again a five
point scale is used, ranging from ‘very likely’ to ‘likely’, ‘neither likely nor unlikely’,
‘unlikely’, and ‘very unlikely’. For convenience and consistency the ‘very likely’ and
‘likely’ figures have been summed. In subsequent reports it is intended to split the ‘very
likely’ and ‘likely’, for it is felt that the summation of these two leads to unrealistic
expectations.

For example, In 2000, 66% of respondents claimed they would be ‘likely’ or ‘very likely’
to return to Fiji within the next two years. This is unrealistic of course, bearing in mind
the earlier Table. But nevertheless the figures do provide a useful index.

On the basis of an index, the experiences of 2000 would appear to encourage slightly
more people to consider returning to Fiji in the next two years (66%) than in 1999 (61%)
or 1998 (53%). (See Chart 66).

Chart 67 perhaps provides a more realistic view of this for it is analysed by culture. But
even here there must be some reservations. For example:

•     82% of New Zealand respondents indicated they would be likely to return to Fiji
      within the next two years. Perhaps a better way of interpreting this is that some will
      return, but 82% of New Zealanders would like to return to Fiji within the next two
      years. This is particularly encouraging in that it indicates a high level of satisfaction
      with the visit.

•     75% of Australians indicated they would be likely to return to Fiji within the next two
      year, and interestingly enough, 74% of Japanese visitors so indicated. It is unlikely
      however that 74% of Japanese visitors will return within the next two years. There
      are practicalities involved here.

•     The only thing that is realistic is that perhaps 86% of those coming from other
      Pacific Islands might return within the next two years and as has been seen from
      the previous table, the visitation rate of those from other Pacific Islands is very
      high.

•     Not too much store can be placed on the figures for the US, Canada, UK and
      Europe. To them, Fiji is a long-haul destination and their excursions into the
      general but broad Pacific Basin are relatively infrequent.

But nevertheless, leaving this aside, the level of satisfaction reflected by the 40% plus of
persons from these markets who believe they would return to Fiji in the next two years
does indicate a high level of satisfaction with their visit. The results are probably more
realistically looked at in this light.




Fiji International Visitor Survey Report 2000—May 2001
STOLLZNOW RESEARCH                                                                                   103
Marketing & Communications Research




                                            Chart 66
                Likelihood of Visitor Returning to Fiji Within the Next Two Years.
                          %     100%             100%          100%          100%           100%
                  100%


                    80%


                    60%


                    40%


                    20%


                     0%
                                2000             1999          1998          1997           1996
                Likely          66%              61%           53%           52%            53%
           Neither Nor              9%           10%           15%           17%            15%
              Unlikely          25%              29%           32%           31%            32%
                                                               YEAR




                                            Chart 67
                Likelihood of Visitor Returning to Fiji Within the Next Two Years.
                                      by Area of Residence
                          % 100%         100%   100%    100%   100%   100%    100%   100%     100%
                  100%


                   80%


                   60%


                   40%


                   20%


                     0%
                              AUS         NZ    USA     CAN    JAP     UK     EUR    PCI     OTHER
                Likely        75%        82%    54%     40%    74%    44%     41%    86%      60%
           Neither Nor        5%          6%    10%     12%    17%     8%     18%    10%       13%
              Unlikely        20%        12%    36%     48%     9%    48%     41%     4%       27%
                                                        AREA OF RESIDENCE




Fiji International Visitor Survey Report 2000—May 2001