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Fiji Visitors Bureau Marketing Summit

Fiji Visitors Bureau Marketing Summit. February 2006 Namale Resort. A look at weddings and MICE from the Australian marketplace. Topics for today. 2004 International Visitor Survey Key performance measures for Australia

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Fiji Visitors Bureau Marketing Summit

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  1. Fiji Visitors BureauMarketing Summit February 2006 Namale Resort

  2. A look at weddings and MICE from the Australian marketplace

  3. Topics for today • 2004 International Visitor Survey • Key performance measures for Australia • 2005 presentation by Tebbutt Research on Friday 10th February in Nadi @ Tanoa International • Fiji Visitors Bureau research projects • MICE • Weddings

  4. 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

  5. Travel group

  6. How the booking was made

  7. Two questions Main reason for your visit Holiday Business Conference Education/training VFR Other When the answer is ‘holiday’, what type of holiday Rest and relaxation Honeymoon Wedding Wedding anniversary Sports Other Reasons for visiting

  8. Expenditure by ‘main reason for visiting

  9. Expenditure by ‘main reason for visiting

  10. Expenditure by ‘type of holiday’

  11. Expenditure by ‘type of holiday’

  12. MICEMeetingsIncentivesConferencesExhibitions

  13. Previous research completed in 2001 2006 qualitative stage completed A ‘first look’ at findings Quantitative stage to complete Issues will be quantified The outcome of this research is to provide a ‘roadmap’ for further development of the Fijian MICE market. Allows efficient, economical, relevant and on-target promotion of Fiji to PCOs Definitions; PCO / DMC / BDM A work in progress…

  14. A reward for work eg exceeding targets Fun Conference element Sometimes for ‘compliance’ Sometimes taken very seriously Creative Lasting memory Partners “An incentive it is effectively a holiday that they have earned because they have worked their butts off to get to a certain stage” Incentives

  15. Much more complex and challenging than incentives Tend to be larger Serious business All day Tight timing Delegates from everywhere Equipment Break-out spaces Interesting food Easy access to food Quality wine list Service, service, service, service Conferences

  16. Safety High quality audio visual Staging Connections critical to success Service Excitement Business services Data projector Good sound Sound proof rooms Broadband internet Photocopier Airlines Quality and schedule Activities What must a destination/property offer?

  17. Safety Paramount Budgets Everyone is pressured Destinations Flight schedules Conference delegates come from many places Issues for PCOs

  18. Lack of PCO confidence Little things not right in quotes Lack of follow up on quotes What will happen at the event? “Sometimes I don't think they see the big picture and the importance of the group in the hotel” Activities “Twenty pages of the same things” Limited shopping Limited spas Limited partner activities Political stability Recent cancellation of groups Safety is paramount Can’t lose key executives Food & beverage Not exciting Never Indian food PCOs wonder why? Issues for Fiji

  19. Service levels Feel these are lower than they should be Want ‘snappy service’ …but still like Fiji relaxation Expensive destination Perceived high cost of accommodation PCOs hoped Denarau development would lead to lower costs Island economy can’t be the same as Asia…but that is the competition Issues for Fiji

  20. Be hungry for business Can’t follow up too often Aggressive sales Ask; why did we lose this event? Promotional items Small promo pieces for building excitement These can be charged for Lots of pictures High quality / high resolution Important for PCOs and their clients Sell the experience Activities that integrate into community Be careful that events don’t feel ‘manufactured’ PCO famils “Make sure you do your homework and abide by the ‘Golden Rule’ – never select a venue without having seen it in person!” Main Event February 2006 Opportunities for Fiji

  21. Situation • Fiji not ‘on the map’ in 2001 • In 2006 Fiji is a serious player • Asian safety issues have helped • Room to grow and prosper • …also room to lose business to Asia • FVB known and respected • Plant in place • Key deliverables in place

  22. Weddings

  23. In Australia in 2004 $4.5 billion was spent on weddings. Average wedding spend is $36,234 This figure has grown by 19% since 2001 Source Cost of Love, Bride to Be In 2003 there were 106,400 marriages in Australia Source ABS Some statistics on marriage from Australia

  24. What does this have to do with Fiji Source: Cost of Love Survey Bride to Be Magazine Arrival Figures, Bureau of Statistics (Fiji)

  25. What does this have to do with Fiji Popular months for weddings in Australia are the less popular months for Fiji tourism Source: Cost of Love Survey Bride to Be Magazine Arrival Figures, Bureau of Statistics (Fiji)

  26. Avoid the hassles Simple and easy Organised for you Organising a wedding is usually very time consuming Lots of meetings Avoid people The extended family Dubious friends Hangers on Its much cheaper Average cost Bride to Be $36,000 Average cost respondents $16,000 No pressure No compromises Why go overseas?

  27. Who comes Close family Real friends The unvitation Who pays Bride and groom pay for close family Friends and others pay for themselves Who comes / who pays?

  28. Previous visit Particularly if seen a wedding Offered as a service by properties Easy to understand package Internet is critical Las Vegas very successful Many bypassing travel agents completely An independent spirit No one used Bridal Shows No one used bridal magazines Bridal Shows successful for Fiji, Is there a huge untapped market All research participants avoided travel agents All booking done online NB: Qualitative research is not representative How a destination is chosen

  29. What can we learn from this?

  30. MICE and weddings require special services Can’t be an afterthought Are these markets for you? Both need special attention and focus Incentives the entry point to MICE Conferences more demanding Can you support a conference? Unsuccessful MICE events can be damaging to your reputation Key findings

  31. Contact details • Neil Stollznow • PO Box 16Level 2/156 Military RdNeutral Bay NSW 2089T +61 2 9953 7543F +61 2 9953 7563M +61 412 200 235 • neil@stollznow.com.au • www.stollznow.com.au

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