Permanent Secretary for Industry, Trade and Tourism, Mr. Shaheen Ali reiterated the importance of the Fiji International’s role in attracting an untapped tourism market to Fiji.
“The inaugural tournament last year was to place Fiji on the golfing calendar and we have successfully achieved that. This year we expect the event to be bigger and better, we want to see all the big names in golf in Fiji,” said the Permanent Secretary.
“It is great to see the tournament organisers are focusing on the best strategy to attract golfers from around the world to Fiji through the Fiji International,” said Mr Ali.
Efforts to draw a strong international audience to Natadola Bay Championship Golf Course are well underway.
“Fiji’s presence at the China Golf Show exhibition, displayed the attributes of our wonderful country to thousands of Chinese golf consumers. Now with the upcoming Asian Golf Tourism Convention which is scheduled in Jakarta, Indonesia will add on to the exposure Fiji is getting as a golfing destination,” added Mr Ali.
“We can clearly see the results of golf in Fiji being promoted through the Fiji International, which boasts an extremely strong TV platform worldwide.”
In 2014 the Fiji International received over 460 hours of TV broadcast internationally, which equated to almost F$20 million.
Countries which witnessed the beauty of Fiji and the international standard golf course included Australia, New Zealand, United States, United Kingdom as well as 14 Asian countries.
Asia, India and China provided the greatest opportunity for exposure with those markets performing the strongest in 2014.
Speaking from Australia, Stephen Ayles, the Chief Commercial Officer for the PGA of Australia said, “Natadola Bay Championship Golf Course and Fiji’s beauty were showcased to the world through the 2014 Fiji International. Golfers are now aware that Fiji is a golf destination they should visit.”
“Already we are seeing immediate returns in China with bookings being made on the back of the Fiji International.”
“Through the upcoming Asian Golf Tourism Convention we are confident we will continue to increase bookings which translate into greater tourism dollars for Fiji.”
Looking forward to the 2015 tournament, hospitality packages for international and domestic markets are soon to be on sale and being promoted by international media partners.
“We have put a lot of work into developing VIP experiences at the Fiji International which will entertain both avid golfers and non-golfers,” said Harmony Thomas, Event Manager of the Fiji International.
“These packages include prime viewing positions on the course accompanied by five star food and beverage service making the day about more than just golf; it will be an entertainment experience not to be missed.”
The Fiji International will be opportunity to market the Fijian brand, in terms of quality tourism services and also other products and services that make Fiji unique, for example, the authentic Fijian arts and craft.
The Permanent Secretary highlighted that a tournament committee has been formed to ensure the Fiji International achieves the goals of the Fijian Government and provides a strong return on investment.
The tournament committee comprises representatives from the Ministry of Industry, Trade and Tourism, Tourism Fiji, and the Fiji International tournament organisers.
“The tournament committee will meet on a monthly basis and increase meeting schedules as we get closer to the event which will be hosted at the beautiful Natadola Bay Golf Championship course,” added Mr Ali.
The 2015 Fiji International will be held from 15th – 18th October at Natadola Bay Championship Golf Course.