USA Fiji Marketing Forum

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					USA Fiji Marketing Forum

       October 2005
        Las Vegas
     2004
a year of change
                  Sample
• 3,400 interviews completed annually at Nadi
  International Airport
• Interviewing completed in rolling shifts 6 days
  of the week
• Interviews only with non-residents of Fiji
• Visitors must have left Customs and
  Immigration and returned to the departure
  lounge to complete the full IVS survey
  – Transit passenger simply answer demographic and
    expenditure quesitons
• All shopping must be completed
Who came - and how
      many
                 Visitors
• 2004 was a 16.1% increase in visitors
  on 2003
  – A 15.2% increase in ‘person days’
• Most improved countries are
  – New Zealand up 32.3%
  – Canada up 19.8%
  – Australia up 18.5%
  – USA up 14.2%
• Australia and New Zealand make up
  52.4% of all visitors
• Youngest visitors come from Europe
              Arrivals 2004
                           2004    2004    2003
                               #      %       %
          Australia      168,180    33.6    32.9
      New Zealand         99,253    19.8    17.4
     United States        66,626    13.4    13.5
           Canada         13,156     2.6     2.6
             Japan        26,273     5.3     5.4
  United Kingdom          52,049    10.4    11.7
Continental Europe        22,489     4.5     5.1

       Other Pacific      27,000    5.4      6.5
              Islands
        Other Areas       25,357      5      4.9
Total Visitor Arrivals   500,282   100%    100%
            Person nights

                        2004        2003        % Change
            Australia   1,376,581   1,198,627     14.8
       New Zealand        785,031     587,395     33.6
                 USA      479,288     399,424       20
             Canada       100,409      88,479     13.5
               Japan      153,124     147,465      3.8
                  UK      376,131     388,489      -3.2
 Continental Europe       208,743     175,841     18.7
Other Pacific Islands     170,226     195,497     -12.9
        Other Areas       173,569     136,680       27

    TOTAL NIGHTS        3,823,102   3,317,897     15.2
             Person nights in Fiji
40%


35%


30%


25%


20%


15%


10%


5%


0%
       AUS   NZ    USA   UK    EUR   JAP   OTHER   PCI   CAN
2004   36%   20%   12%   10%   6%    4%     4%     5%    3%
2003   36%   18%   12%   12%   5%    4%     4%     6%    3%
2002   34%   18%   13%   12%   6%    5%     5%     5%    2%
2001   32%   21%   14%   9%    6%    5%     4%     6%    3%
2000   31%   18%   17%   3%    5%    10%    8%     5%    4%
Visitors vs person nights
                                      Person
                           Visitors    days
                              %         %
              Australia      33.6       36
         New Zealand         19.8       20
         United States       13.4       12
               Canada        2.6         3
                 Japan       5.3         4
      United Kingdom         10.4       10
   Continental Europe        4.5         6
  Other Pacific Islands      5.4         5
          Other Areas         5          4
  Total Visitor Arrivals    100%       100%
                                Visitor age
        100%

            90%

            80%

            70%

            60%
Age




            50%

            40%

            30%

            20%

            10%

            0%
                  Total   AUS   NZ    USA   CAN        JAP      UK    EUR   PCI   OTHER
      Under 13    8%      12%   10%   3%     3%         5%      2%    0%    9%     0%
      13-19       5%      5%    7%    2%     6%         1%      4%    2%    5%     3%
      20-29       28%     26%   15%   27%    38%       39%      43%   53%   19%    22%
      30-39       20%     20%   21%   21%    9%        33%      16%   21%   25%    34%
      40-49       17%     18%   22%   16%    7%        11%      9%    9%    22%    14%
      50-59       14%     13%   16%   19%    20%        6%      13%   13%   15%    22%
      60+         8%      6%    9%    12%    17%        5%      13%   2%    5%     5%
                                            Country of origin
                         Visitor age - median
           39



           37



           35



           33
Years




           31



           29



           27



           25
                 Total      AUS      NZ     USA        CAN      JAP     UK     EUR     PCI
        Median   32.46      32.57   37.34   34.45      36.56    30.2   30.86   28.93   33.19
                                            Country of origin
        Visitor expenditure
• The trend over the last three years is
  for expenditure to increase
• Expenditure appears to be levelling out
  as Fiji accommodation becomes ‘full’
               Trends in visitor expenditure
                 $700

                                                                            2
                                                                           R = 0.4848
                 $600


                 $500


                 $400
$F Million




                 $300


                 $200


                 $100


                    $-
                          1996   1997   1998   1999   2000   2001   2002        2003    2004
             $F Million   $414   $444   $481   $552   $362   $445   $522        $569    $602
                                                      Year
               Trends in visitor expenditure
                 $700        II
                                                                2
                                                               R = 0.9991
                 $600



                 $500



                 $400
$F Million




                 $300



                 $200



                 $100



                    $-
                          2000   2001   2002          2003   2004
             $F Million   $362   $445   $522          $569   $602
                                               Year
 Allocation of expenditure
                              2004
 EXPENDITURE GROUP           $F (M)    RATIO
          Accommodation      421.27   70.00%
  Non Organised Activities    25.78    4.30%
        Organised Cruises     10.16    1.70%
          Organised Tours       4      0.70%
               Car Rentals    8.08     1.30%
                 Shopping     80.9    13.40%
                 Transfers    18.5     3.10%
Miscellaneous Expenditure     34.12    5.70%
           All Categories    602.81   100.00%
          (Including Tax)
  Expenditure by country

AREA OF RESIDENCE        2003$F (M)    RATIO
Australia                    234.35   38.90%
New Zealand                  119.82   19.90%
United States                 79.06   13.10%
Canada                        10.12    1.70%
Japan                         32.26    5.30%
United Kingdom                50.09    8.30%
Continental Europe            24.96    4.10%
Other Pacific Islands         17.68    2.90%
Other Areas                   34.47    5.70%
All Areas Of Residence       602.81     100%
 Expenditure by country

 AREA OF                     2004             2003             %AGE
RESIDENCE                   $F (M)   RATIO    $F(M)   RATIO    DIFF
               Australia   234.35    38.9%   217.71   38.26%      7.6
          New Zealand      119.82    19.9%   100.65   17.69%     19.0
          United States     79.06    13.1%    85.43   15.01%     -7.5
                Canada      10.12    1.7%     10.82   1.9%       -6.5
                 Japan      32.26    5.3%     35.28   6.2%       -9.6
        United Kingdom      50.09    8.3%     40.68   8.56%      23.1
     Continental Europe     24.96    4.1%     22.95   3.97%       8.7
   Other Pacific Islands    17.68    2.9%     22.70   3.99%     -22.1
            Other Areas     34.47    5.7%     25.14   4.42%      37.1
 All Areas Of Residence    602.81    100%    569.03   100%        5.9
Getting to Fiji
 Sources of information about
50%
              Fiji
45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
                                                          Travel      News
                      Previous   F&R been                                                F&R live in
       Travel Agent                         Internet     /Books     /Magazines   Other                 Airlines
                        Visit     To Fiji                                                   Fiji
                                                       /Brochures      /TV
2004      44%          21%         20%       18%          16%           5%        4%        2%           2%
                                                 Information sources used
                      Information sources over time
                                  140%

                                  120%
Information sources




                                  100%

                                  80%

                                  60%

                                  40%

                                  20%

                                    0%
                                          2004   2003   2002          2001   2000   1999
                       Travel Agent       44%    48%    47%           46%    45%    47%
                      Previous Visit      18%    16%    15%           20%    22%    20%
                       Travel Books       16%    16%    18%           20%    12%    14%
                       F/R Been Fiji      20%    16%    16%           17%    9%     10%
                       Internet           18%    18%    17%           13%    0%     0%
                       News/Mags/TV       5%     4%     4%            6%     4%     4%
                       F/R Live in Fiji   2%     2%     2%            2%     3%     2%
                       Airlines           2%     2%     1%            2%     2%     2%
                       Other              4%     3%     5%            5%     12%    0%
                                                               Year
Travel group
             Travel group
• Most people come as couples
  – the question in the survey asks who
   respondents are ‘sharing their expenditure
   budget with’
  – those travelling ‘alone’ may be with friends
   but not sharing the same expenditure
   budget
  – 53% of those travelling alone are
   backpackers
      Composition of travel group
60%



50%



40%



30%



20%



10%



0%
                                                        Self, partner and
      Self and partner   Self alone   Self and friend                       Other composition   Self and children
                                                             children
  %        48%             27%             12%                 10%                 2%                 1%
                                                  Party type
Composition of group by country
           of origin               100%

                                     90%

                                     80%

                                     70%

                                     60%
Visitor type




                                     50%

                                     40%

                                     30%

                                     20%

                                     10%

                                      0%
                                            AUS   NZ    USA   CAN         JAP           UK    EUR   PCI   OTHER
               Self And Partner             53%   53%   55%   38%         33%           53%   44%   14%    22%
               Self, Partner And Children   15%   16%   3%    2%           7%           2%    1%    6%     4%
               Self And Children            2%    1%    2%    2%           1%           0%    0%    4%     0%
               Self And Friend              10%   9%    11%   10%         20%           14%   18%   11%    11%
               Other Composition            2%    4%    0%    4%           5%           1%    0%    0%     2%
               Self Alone                   18%   17%   29%   44%         34%           30%   37%   65%    61%
                                                                    Country of origin
                           Party composition by where
                                    stayed
                                        100%
                                          90%
                                          80%
Party composition




                                          70%
                                          60%
                                          50%
                                          40%
                                          30%
                                          20%
                                          10%
                                           0%
                                                                                                                   Not paid
                                                       Cakau-
                                                 Ba             Kadavu   Lomaiviti Nadroga    Ra    Rewa   Serua   accom-
                                                        drove
                                                                                                                   modatio
                    Self And Partner             49%    55%      0%       45%       55%      38%    40%    27%      25%
                    Self, Partner And Children   8%     5%       0%        5%       16%       0%    10%     6%       3%
                    Self And Children            1%     3%       0%        0%       2%        0%    1%      0%       4%
                    Self And Friends             11%    7%       0%        5%       13%      11%    12%    16%       5%
                    Other Composition            2%     0%       0%       11%       1%        0%    3%      5%       1%
                    Self Alone                   29%    30%      0%       34%       13%      51%    34%    46%      62%
                                                                           Where stayed (longest)
            ‘Main reason’
• Two questions
  – Main reason for visit
  – When visit is for R&R – main reason for
   holiday
• ‘Main reason’ does not mean other
  activities were not taken
  – eg while 1% come for scuba as their ‘main
   reason’ many more go scuba diving
                               Main reason for holiday
                      90%


                      80%


                      70%


                      60%
Reasons for holiday




                      50%


                      40%


                      30%


                      20%


                      10%


                      0%
                              R&R   Honeymoon   Wedding           Fiji Culture   Scuba Diving   Other
                      Total   80%     10%        4%                  1%             1%          4%
                                                          Total
                                    Main reason for holiday by
                             100%
                                              year
                               90%

                               80%

                               70%
Reason for holiday




                               60%

                               50%

                               40%

                               30%

                               20%

                               10%

                                0%
                                      2004   2003   2002   2001   2000
                     R&R              80%    79%    77%    79%    85%
                     Honeymoon        10%    11%    11%    10%    7%
                     Scuba Diving      1%    1%     2%     2%     2%
                     Wedding           4%    3%     1%     2%     2%
                     Fiji Culture      1%    1%     1%     1%     1%
                     Other             4%    5%     8%     6%     3%
                                                    Year
                                  Main reason for holiday by
                                  100%
                                      country of origin
                                    90%

                                    80%
Main reason for holiday




                                    70%

                                    60%

                                    50%

                                    40%

                                    30%

                                    20%

                                    10%

                                     0%
                                          AUS   NZ    USA   CAN         JAP           UK    EUR   PCI   OTHER
                          R&R             77%   84%   71%   83%         74%           88%   79%   94%    82%
                          Honeymoon       14%   5%    14%   7%          18%           4%    5%    2%     10%
                          Scuba Diving    0%    0%    9%    0%          1%            1%    2%    0%     0%
                          Wedding         6%    7%    1%    0%          2%            1%    0%    0%     0%
                          Fiji Culture    0%    0%    1%    1%          0%            2%    5%    1%     0%
                          Other           3%    4%    4%    9%          5%            4%    9%    3%     8%
                                                                  Country of origin
Main reason for holiday by where
        stayed (longest)           100%

                                     90%

                                     80%
Main reason for holiday




                                     70%

                                     60%

                                     50%

                                     40%

                                     30%

                                     20%

                                     10%

                                      0%
                                                 Ba         Cakaudrove   Lomaiviti     Nadroga           Ra    Rewa   Serua
                           R&R                  80%                57%     68%           84%             82%   79%    51%
                           Honeymoon            10%                23%     12%           8%              0%    12%    13%
                           Scuba Diving          1%                14%     0%            0%              9%    1%     13%
                           Wedding               4%                4%      0%            4%              0%    4%      0%
                           Fiji Culture          1%                0%      7%            0%              0%    1%      0%
                           Other                 4%                2%      13%           4%              9%    3%     23%
                          Base for Kadvu too small for reporting                 Area stayed (longest)
Making a booking
               Bookings
• Hotels account for over 4 out of 5
  bookings
• Travel agents are the primary source
  for booking
  – For the time being…
      Type of accommodation used
90%


80%


70%


60%


50%


40%


30%


20%


10%


0%
       Hotel   Backpacker/Budget   Hostel           F&R   Motel   Other
  %    84%           10%            3%              4%     3%      2%
                                     Accommodation type
                           How booking was made by
                                     year  100%

                                           90%

                                           80%
How booking was made




                                           70%

                                           60%

                                           50%

                                           40%

                                           30%

                                           20%

                                           10%

                                            0%
                                                  2004   2003   2002   2001   2000
                       Travel Agent               73%    74%    75%    72%    72%
                       Direct With Hotel          12%    12%    14%    14%    16%
                       Airline                    3%     3%     2%     4%     3%
                       No Booking Made            2%     2%     1%     3%     6%
                       Internet                   6%     5%     5%     3%     0%
                       Hotel Booking Service      3%     3%     2%     2%     1%
                       Relatives In Fiji          1%     1%     1%     2%     2%
                                                                Year
           How booking was made by
                  residence
                    100%

                    90%

                    80%

                    70%

                    60%

                    50%

                    40%

                    30%

                    20%

                    10%

                     0%
                           AUS   NZ    USA   CAN   JAP   UK    EUR   PCI   OTHER
Travel Agent               81%   83%   61%   59%   82%   68%   69%   28%    57%
Direct With Hotel          7%    7%    14%   22%   9%    17%   18%   30%    19%
No Booking Made            1%    1%    3%    3%    2%    1%    4%    9%     6%
Internet                   4%    4%    16%   12%   3%    12%   8%    2%     4%
Airline                    3%    3%    4%    2%    2%    1%    1%    2%     0%
Hotel Booking Service      1%    1%    1%    2%    1%    0%    0%    22%    10%
Relatives In Fiji          1%    1%    1%    0%    1%    1%    0%    7%     4%
Other                      2%    0%    0%    0%    0%    0%    0%    0%     0%
Accommodation
    Ratings on hotel services
• Ratings for Fiji hotel service are very
  high
• Rating for ‘quality of food’ is also high
  – This often comes up as an issue in
    regional tourism summits
  – Though it is lower than other areas
        ‘Very good’ and ‘good’ rating
       100%
              on hotel services
       90%

       80%

       70%

       60%
Year




       50%

       40%

       30%

       20%

       10%

        0%
                                                                             Cleanliness of   General hotel
               Courtesy of staff   Efficiency of staff   Quality of food                                      Value for money
                                                                                rooms           facilities
        1999         97%                  90%                 80%                    91%          90%              85%
        2000         95%                  93%                 81%                    91%          91%              86%
        2001         93%                  89%                 75%                    88%          88%              81%
        2002         93%                  88%                 75%                    86%          85%              80%
        2003         93%                  89%                 77%                    88%          87%              81%
        2004         94%                  90%                 78%                    88%          88%              82%
                                                                    Area of rating
Impressions of Fiji
        Impressions of Fiji
• 99% of visitors leave with a favourable
  impression of Fiji
  – Each visitor gives an average of 2.36
    positive impressions
• 54% of visitors could not give an
  unfavourable impression
        Most positive impressions

IMPRESSIONS             2004   2003   2002   2001   2000   1999
                         %      %      %      %      %      %
The People              75%    70%    68%    79%    70%    73%
Relaxing/Peaceful       17%    14%    11%    12%    18%    28%
The climate             26%    20%    14%    20%    15%    20%
The scenery             25%    23%    20%    21%    12%    15%
Clear/Beautiful water   10%     7%     8%    11%     9%    10%
The beaches              9%    10%    10%    11%     8%    10%
The islands             10%    11%    13%    10%     8%     9%
Snorkelling              6%     7%     7%     3%     7%     8%
Swimming                 2%     1%     1%     1%     6%     6%
Service at hotel         9%     6%     5%     6%     6%     5%
The way of life          7%     3%     3%     4%     4%     4%
Culture/Craft            5%     4%     5%     4%     3%     4%
Good food                6%     4%     4%     4%     3%     3%
Shopping                 2%     2%     2%     2%     3%     NA
Diving—scuba             1%     0%     2%     2%     2%     NA
Other                   26%    14%    20%    13%    23%     NA
            Most positive impressions
              by country of origin
IMPRESSIONS             AUS    NZ   USA   CAN   JAP    UK   EUR   PCI
                         %     %     %     %     %     %      %    %
The People              81%   79%   84%   84%   44%   81%   62%   44%
Relaxing/Peaceful       21%   20%   8%    12%    6%   19%   16%   8%
The climate             26%   48%   18%   14%   12%   28%   21%   7%
The scenery             23%   17%   33%   37%   23%   33%   34%   15%
Clear/Beautiful water    8%    9%   12%   10%   26%    9%   16%   1%
The beaches              7%    9%   9%    14%   10%   14%   14%   0%
The islands              8%    6%   13%   11%    9%   20%   15%   2%
Snorkelling              6%    7%   4%    1%    18%    6%   12%   0%
Swimming                 1%    3%   2%    1%     3%    3%    2%   0%
Service at hotel        12%    9%   5%    9%     7%    5%    3%   9%
The way of life          7%    7%   7%    4%     7%    6%    8%   8%
Culture/Craft            4%    3%   11%   8%     4%    6%    8%   4%
Good food/drinks         6%    3%   5%    4%     6%    4%    5%   11%
Shopping                 1%    0%   0%    0%     1%    0%    1%   26%
Diving-scuba             1%    1%   3%    0%     5%    3%    1%   0%
                 Most unfavourable
                   impressions
IMPRESSIONS               2004   2003   2002   2001   2000   1999
                           %      %      %      %      %      %
Shopkeepers/Traders       13%    11%    14%    15%     9%    12%
Towns-dirty/untidy         7%     5%     5%     5%     4%     4%
The climate                5%     4%     6%     1%     4%     4%
Sword sellers              4%     4%     5%     1%     1%     2%
Insects and bugs           4%     3%     4%     4%     3%     4%
Taxi drivers-pushy/rude    2%     2%     2%     2%     1%     1%
Poverty of villages        2%     2%     2%     2%     1%     1%
Service at hotel           2%     2%     2%     1%     1%     1%
Driving too fast           2%     1%     1%     1%     0%     1%
Quality of food            1%     3%     3%     3%     2%     2%
Too expensive              1%     1%     1%     1%     2%     2%
Hotel facilities           1%     1%     1%     1%     1%     1%
Shopping                   1%      *     0%     1%     1%     1%
Other                     70%    71%    64%    19%    25%     NA
   Most unfavourable impression
        by country of origin
IMPRESSIONS               AUS    NZ   USA   CAN   JAP    UK   EUR   PCI
                            %    %     %      %    %     %     %     %
Shopkeepers/Traders       16%   16%   13%   13%   5%    12%   10%   9%
The climate                5%   4%     4%    8%   4%     5%   7%    3%
Insects and bugs           2%   4%     6%    5%   4%     8%   2%    1%
Towns-dirty/untidy         6%   10%    7%   14%   7%     3%   5%    6%
Too expensive              1%   1%     1%    1%   0%     1%   1%    0%
Quality of food            3%   3%     3%    9%   6%     2%   2%    1%
Sword sellers              4%   4%     2%    6%   2%     5%   2%    6%
Taxi drivers-pushy/rude    1%   3%     2%    3%   4%     2%   2%    2%
Hotel facilities           1%   0%     1%    2%   4%     1%   1%    1%
Driving too fast           3%   2%     2%    0%   1%     1%   1%    1%
Shopping                   0%   0%     2%    0%   1%     0%   1%    1%
Poverty of villages        2%   3%     2%    4%   0%     1%   1%    1%
Service at hotel           3%   2%     2%    0%   0%     3%   3%    0%
Activities
                Activities
• There has been an increase in taking
  tours and cruises over the last 4 years
  – Though tours still have not met the level of
    1999
• There has been an increase in the level
  of taking ‘non-organised activities’
       Cruises, tours and rental
25%              cars…
20%




15%




10%




5%




0%
         Took cruise   Took tour   Rented car
2004        21%          14%          8%
2003        19%          12%          6%
2002        20%          13%          7%
2001        20%          13%          8%
2000        14%          10%          6%
1999        18%          18%          9%
      Non-organised activities
                            2004   2003   2002   2001   2000   1999
                             %      %      %      %      %      %
Swimming                    66%    63%    62%    65%    69%    74%
Snorkelling                 62%    65%    61%    57%    59%    64%
Other                       49%    53%    35%     6%    13%     NA
Fijian Meke                 22%    22%    19%    16%    20%    31%
Village Tour                21%    18%    17%    11%    12%    15%
Lying on beach, Relaxing    14%    17%     2%     2%     NA     NA
Taxi                        12%    21%    24%    19%    22%    20%
Restaurant (outside resort) 12%    17%    19%    16%    18%    17%
Watching Firewalking        12%    11%    10%     8%     6%    13%
Trekking/Bush walks         11%    12%     7%     6%     6%     7%
Scuba-diving                10%    11%    12%    12%    13%    11%
                             9%
Kayaking/Canoeing/Water sports      8%     4%     6%     NA     NA
Sailing                      9%     7%     9%     9%     9%    13%
Kava Ceremony                9%     7%     9%     2%     NA     NA
Fishing (not big game)       8%     8%     8%     8%     7%     8%
      Non-organised activities
           (continued)     2004
                            %
                                  2003
                                   %
                                         2002
                                          %
                                                2001
                                                 %
                                                       2000
                                                        %
                                                              1999
                                                               %
Playing Golf                7%     7%     7%     6%     8%    12%
Playing tennis              7%     6%     7%     6%     6%    10%
Singing                     7%     5%     2%     1%     NA     NA
Night Club/Disco            6%     5%     6%     5%     3%     3%
Parasailing, Jet Ski etc    6%     5%     5%     3%     NA     NA
Reef walks                  6%     3%     4%     2%     5%     5%
Horse riding                4%     4%     5%     4%     3%     3%
Volleyball                  4%     2%     3%     2%     NA     NA
Cultural Tours              3%     2%     4%     1%     1%     1%
Bird watching               3%     2%     3%     1%     0%     0%
Garden of Sleeping Giant    2%     2%     2%     2%     1%     2%
Attending cinema/concert    2%     2%     2%     2%     1%     1%
Cruise, Boat Ride           2%     1%     1%     1%     NA     NA
Surfing                     2%     1%     2%     1%     NA     NA
Coral Coast Railway         1%     NA     1%     1%     0%     1%
Big game fishing            1%     2%     2%     1%     2%     2%
Playing Bowls               1%     1%     1%     1%     0%     1%
Suva Gardens                1%     1%     1%     1%     0%     0%
Speedboat                    *     1%     0%     1%     0%     1%

NONE                        0%     6%     7%    11%    13%     NA
TOTAL ACTIVITIES           391%   363%   363%   296%   296%   315%
Shopping
         Shopping activity
• 82% of visitors make a purchase
  – An increase from 78% in 2003
• The shopping experience has steadily
  improved since 2000
                           Made shopping purchase
                                100%

                                90%

                                80%

                                70%
Made purchase




                                60%

                                50%

                                40%

                                30%

                                20%

                                10%

                                 0%
                                       2004   2003   2002          2001   2000   1999
                Made Purchase          82%    78%    77%           78%    76%    79%
                No Shopping Purchase   18%    22%    23%           22%    24%    21%
                                                            Year
                         Shopping purchase by country of
                                100% origin
                                 90%

                                 80%

                                 70%
Made shopping purchase




                                 60%

                                 50%

                                 40%

                                 30%

                                 20%

                                 10%

                                  0%
                                         JAP   PCI   AUS   USA     NZ      CAN   OTHER   UK    EUR
                         Made purchase   93%   85%   83%   82%    80%      76%    71%    69%   66%
                                                                 Country
                                        Rating of the shopping
                                  90%
                                              experience
                                  80%


                                  70%
Rating - good, very good




                                  60%


                                  50%

                                  40%


                                  30%


                                  20%


                                  10%


                                  0%
                                                           Range of products
                                         Value for money                        Attitude of shopkeepers   Presentation of shop
                                                               available
                           Very Good          18%                18%                     27%                     28%
                           Good               53%                47%                     44%                     49%
                                                                 Shopping experience element
      Major items purchased
                          2004   2003   2002   2001   2000   1999
Handicrafts               75%    78%    73%    71%    53%    60%
Ready-made clothing       45%    39%    44%    51%    38%    46%
Alcohol                   29%    21%    23%    23%    11%    14%
Foodstuff                 17%    12%    13%    13%     8%     8%
Perfume                   13%    11%    10%     8%     6%     8%
Jewellery                 12%    10%     9%     7%     5%     8%
Tobacco products          10%     8%    10%     8%     4%     6%
Footwear                   6%     5%     4%     5%     3%     3%
Books/Stationery           6%     5%     6%     5%     2%     2%
Handbags/Wallets           3%     3%     3%     2%     1%     2%
Films                      3%     3%     4%     2%     1%     1%
Watches/Clocks             2%     2%     2%     2%     2%     3%
Cameras/Accessories        2%     2%     2%     1%     1%     1%
Toys/Games                 2%     1%     1%     1%     0%     1%
Suitcases/Travel bags      1%     1%      *     1%     0%     1%
Cosmetics                  1%     2%     1%     2%     2%     3%
Paintings                  1%     1%     1%     1%     1%     1%
Material/Textiles          1%     1%     1%     1%     1%     1%
Electrical/Radio/TV        1%     0%      *      *     1%     1%
Other                      3%     0%     1%      *     2%     NA
Persons making purchase   82%    78%    77%    78%    76%     NA
No purchases made         18%    22%    23%    22%    22%     NA
Visiting now and in
     the future
      Visiting characteristics
• 70% of visitors are here for the first
  time
  – A slight decline from 2003 where 73% had
    not visited before
• New Zealand residents are the most
  frequent visitors
  – Those from Europe and UK the least
   frequent
• Over half of the visitors say they will
  return in the next 2 years
                    How many times have people
                           visited Fiji
                             100%

                             90%

                             80%

                             70%
Times visited




                             60%

                             50%

                             40%

                             30%

                             20%

                             10%

                               0%
                                    2004   2003   2002          2001   2000   1999
                First Time          70%    73%    74%           68%    67%    73%
                Once Before         9%     6%     6%            5%     7%     9%
                Twice Before        6%     7%     6%            8%     7%     6%
                3 Times Before      3%     3%     3%            4%     5%     3%
                4 Times Before      2%     2%     2%            3%     2%     2%
                5+ Times Before     10%    9%     9%            12%    12%    7%
                                                         Year
                                  Visited by country of origin
                                  100%

                                  90%

                                  80%

                                  70%
Times visited Fiji




                                  60%

                                  50%

                                  40%

                                  30%

                                  20%

                                  10%

                                    0%
                                         AUS   NZ    USA   CAN         JAP           UK    EUR   PCI   OTHER
                     First time          68%   45%   88%   79%         83%           93%   91%   18%    72%
                     Once before         11%   15%   5%    6%          4%            4%    4%    8%     9%
                     Twice before        8%    11%   4%    2%          7%            1%    3%    7%     4%
                     3 times before      3%    7%    0%    1%          0%            1%    1%    8%     4%
                     4 times before      2%    5%    1%    1%          1%            1%    0%    6%     0%
                     5 + times before    8%    17%   2%    11%         5%            0%    1%    53%    11%
                                                                 Country of origin
        How did first time visitors
         enjoy their experience?
                 100%

                 90%

                 80%

                 70%

                 60%

                 50%

                 40%

                 30%

                 20%

                 10%

                  0%
                        4004   2003   2002   2001   2000   1999
Much More Enjoyable     38%    32%    28%    27%    45%    54%
More Enjoyable          36%    40%    39%    42%    30%    25%
As Expected             21%    22%    28%    26%    19%    16%
Less Enjoyable          4%     4%     5%     4%     4%     4%
Much Less Enjoyable     1%     2%     0%     1%     2%     1%
                              How likely are people to
                             return in the next 2 years
                           100%

                           90%

                           80%

                           70%
Visit intention




                           60%

                           50%

                           40%

                           30%

                           20%

                           10%

                             0%
                                  2004   2003   2002          2001   2000   1999
                  Likely          58%    52%    49%           54%    66%    61%
                  Neither Nor     10%    8%     10%           10%    9%     10%
                  Unlikely        32%    40%    41%           36%    25%    29%
                                                       Year
                                   Likelihood of returning in the
                                    next 2 years by country of
                                               origin
                                            100%

                                            90%

                                            80%
Likley to return in next 2 years




                                            70%

                                            60%

                                            50%

                                            40%

                                            30%

                                            20%

                                            10%

                                              0%
                                                   AUS   NZ    USA   CAN         JAP           UK    EUR   PCI   OTHER
                                   Likely          64%   76%   37%   46%         55%           31%   28%   88%    58%
                                   Neither Nor     9%    9%    9%    14%         24%           11%   14%   8%     12%
                                   Unlikely        27%   15%   54%   40%         21%           58%   58%   4%     30%
                                                                           Country of origin
CURRENT PERFORMANCE

    THE FUTURE
                                 Visitor Arrivals
65000


60000


55000


50000


45000


40000


35000


30000


25000


20000
        Jan     Feb       Mar     Apr          May        Jun      Jul        Aug   Sep      Oct        Nov       Dec


         2003         2004 AFL          2004 (sep-dec estimated)         2005 TGT     2005 EST. ACTUAL (based on AFL)
           Visitor Arrivals
• Using our 4.99% d.f. Total estimate
  figure for June, July and August 2005 is
  165,709 which is 14% better than the
  same period last year.
Current Performance
                 Success Factors
   The Driving Forces Behind our success:
   • Branding – provides umbrella for
     industry
Current Performance

                     Success Factors
   The Driving Forces Behind our success:
   • Partnership –
   through co-ops
      –   FJ, NZ and QF
      –   Industry
      –   Hotels
      –   Inbound
      –   Sights/Activities
Current Performance

                  Success Factors
   The Driving Forces Behind our success:
   • Responsiveness – respond to market changes
Current Performance

                 Success Factors
  The Driving Forces Behind our success:
  • Intelligence –
  research;
  measure,
  measure,
  measure.
Current Performance

                 Success Factors
  The Driving Forces Behind our success:
  • Government support
                              Contribution of Tourism

                                                                                    $
Foreign exchange earnings



                             3% -                      Marketing Plan               1
                                                       Internal and External        8.
                            WTO min.                                              $6.3
                                                       Environment                  6
                                                                                   b
                                                       Media Visitation             b
                                                       Program
Spend as a % of




                                             $111.
                            2% - Fiji          6m
                                                       Product Development
                                                       Marketing
                                                                                $5.2 b
                                                       Communications
                                                       Advertising
                                                       Public Relations
                                                       Promotions                 $1.6
                                                       Branding                    b
                                                       Partnership
                                                                                  504,
                                                                                  000
                 LEGEND
                            GOVERNMENT INVESTMENT                 FOREX

                            GROSS OUTPUT                        PUBLIC SECTOR REVENUE

                             INCOME                             EMPLOYMENT (full-time- equiv -jobs]

                            BASED ON 1990 ECONOMIC MODEL
Vinaka Vakalevu!