by James Ruggia
Last updated: 11:00 PM ET, Tue January 6, 2015
PHOTO: Honeymooners and lovers are the biggest market for Fiji in the U.S. followed by families. (Courtesy of Tourism Fiji)
Things are a bit confusing now when it comes to Fiji. The island nation's tourism board, Tourism Fiji (TF) is amidst an epic search for a CEO as it confronts a dynamic but challenging period in its tourism that demands a firm hand on the wheel.
The confusion began when Rick Hamilton resigned as TF CEO in the May of 2014. At that time, Director of Global Marketing Ken Freer stepped in as Acting CEO and then on Dec. 26 Freer stepped down and TF's Regional Director for New Zealand stepped in as the Acting Chief Executive. Throughout this process, TF has bravely assured its partners that it will "carry on as normal."
And though tourism is rolling along rather nicely in Fiji, with 2014 shaping up to be a record year, rumblings in the country's parliament, which is where you have to go to find an angry man in Fiji, are pumping up the pressure.
Ruth Daly, TF's new director for North America, says that despite the CEO quest, things are quite buoyant as the country anticipates official numbers that are almost certain to show that 2014 delivered 700,000 international arrivals, including 72,000 from North America, also a new record.
In fairness, Fiji finds itself in this quandary because Rick Hamilton, the former Chief Executive who assembled a new branding and direction for the country's tourism resigned due to "personal reasons" just as TF was embarking on the strategy he designed. Hamilton did great work during his 1.5 years on the job, but was compelled to leave the plan's execution up to his staff.
The "Fiji: Where Happiness Finds You" branding came with a new website as well as a social media/PR and advertising campaign. The branding emphasizes not only Fiji's natural attributes but also the very real ability to interact with the South Pacific's most welcoming people.
These are also dynamic times for Fiji Airways (FA). In Fact, both TF and TA seem to be pursuing ambitious parallel trajectories in recent years. The one-time Fiji Visitors Bureau became Tourism Fiji and Air Pacific became Fiji Airways, and both organizations have recently unveiled major strategic overhauls, TF's new branding and FA's recently announced five-year plan. In December, FA, the flag carrier, surpassed a million international passengers for the first time in its 63 year history.
According to Stefan Pichler, FA's Managing Director and CEO (as well as chairman of TF), "Next year will be even better, as we will offer nearly 1.4 million seats on Fiji Airways; so, at our current load factor of around 85 percent, we will be able to accommodate around 1.3 million guests on our flights to and from Fiji."
Between Jan. 1 2014 and June 30, the Fiji Airways Group (comprised of Fiji Airways, Fiji Link, and a 38.75 percent stake in the Sofitel Fiji Resort & Spa) recorded an underlying operating profit of F$17.2 million ($8.6 million). The strongest markets in this performance were in New Zealand, the U.S. and in short-haul South Pacific markets, which along with Australia are Fiji's traditional stalwarts.
The five-year plan unveiled by FA last January focused on growing the fleet, increasing operating profits and passenger numbers and expanding the route network via key airline partnerships. The airline will increase its fleet size by 25 percent with new A330-200, B737-800s and ATR72-600s aircrafts. The additional aircraft will support plans to increase the number of available seats and passengers across all markets by 35 percent and 39 percent, respectively.
In August, FA opened a new business class lounge at Los Angeles International in the Tom Bradley International Terminal. The lounge is a shared lounge with Air Tahiti Nui, El Al and Philippine Airlines, and features free Wi-Fi, complimentary food and beverages and a patio. In related news, an F$105 million ($53 million) upgrade of the international terminal at Nadi International will open its first phase in July. In November, FA also unveiled a new brand positioning, WELCOME TO OUR HOME.
On the resort front, there are several new developments coming. The Fiji National Provident Fund has picked up the on-again/off-again Momi Bay Project, which is now scheduled to open a 250-room resort to be managed by Marriott in 2016. Launched in 2007, the resort has been something of a boondoggle thanks to financial instability coming from the previous developers. An investment group from Papua New Guinea plans to open the 132-room Pearl South Pacific Resort and Spa on Pacific Harbor in August.
The Fiji Matai Specialist Program's new website has been designed to be easy to navigate as well as offer agents extensive educational content on Fiji. Matai agents members receive exclusive incentives, monthly e-newsletters and online training updates and will be eligible for fam trips. Matai specialist membership is available across the trade upon completion of the initial four modules.
Once attained, members can view specialist content modules, receive TF Matai fam invites and access exclusive Matai agent deals for their own personal travel among other benefits. Matai specialists who are frontline sellers will also be given the option of having their details listed on the website for members of the public to access. Existing Matai specialists and Matai agents will automatically transfer to the new three-tier program, but will be required to complete one refresher module within 12 months to maintain their status.
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