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Strategic Tourism Planning at a National Level in Fiji
6th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy
Monday June 25
Ministry Public Enterprises, Communications, Civil Aviation & Tourism
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Key discussion points
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 1
• Context
• Tourism Strategic Plans in Fiji
• Indicators and Benchmarking
• Lessons learnt
• New Direction
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Context • Overview of Fiji ▫ Location
▫ Population
▫ Geography
• Projections Importance and Impact
▫ Gross Domestic Product (GDP)
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism
2
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Location
Ministry Public Enterprises, Communications, Civil Aviation & Tourism 3
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Ministry Public Enterprises, Communications, Civil Aviation & Tourism 4
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Importance & impact
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 5
F$2.2b F$2.5b
F$3.9b
35.4% 38.4%
46.8%
Fiji: Total Contribution to Travel & Tourism to GDP
Source: World Travel & Tourism Council “Travel & Tourism Economic Impact 2012 Fiji”
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Fiji Tourism Development Plan
Definition
Background
Analysis of previous plans
Key determinants and changes
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 6
Tourism Strategic Plans in Fiji
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Definition of a Tourism Development Plan
The Tourism Development Plan for Fiji is intended to improve Fiji’s asset base in concert with the marketing plan that focuses on increasing visitor numbers (Fiji Tourism Development Plan 1998-2005)
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 7
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Background
▫ 1st: National Tourism Programme document by Belt and Collins in 1973
▫ 2nd: Fiji Islands Tourism Master Plan by Coopers and Lybrand in 1989
▫ 3rd: Fiji Tourism Development Plan by Deloitte and Touche in 1998
▫ 4th: Fiji Tourism Development Plan (FTDP) 2007-2016 was the result of a joint exercise between Sustainable Development Consortium and the University of the South Pacific in Fiji.
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 8
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• Analysis ▫ Focus/objectives
▫ Factors impacting achievements
▫ Changes to strategic objectives
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 9
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Objectives/Focus of Past Plans
1973 Plan 1989 Plan 1998 Plan 2007 Plan
Physical environment
Pursue development of community based activities
Establishment of
Ecotourism Unit within the Ministry of Tourism
Post coup (1987)
recovery
Promote sustainable tourism development and
Ecotourism
Sustainable Tourism Development
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 10
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Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 11
Factors impacting Achievements
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Changes to Strategic Objectives
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 12
1973 Plan 1989 Plan 1998 Plan 2007 Plan
Improve the Asset base of Fiji through sustainable tourism development Increase the visitor arrivals Improve the average length of stay Increase the visitor yield Improvement in the standard of living for the locals
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Key determinants and changes
• Infrastructure
▫ Land/Air/Sea
• Transport Linkages
• Investment Incentives
▫ “Look north policy”
• Budgetary allocation
• Land issues and customary rights
▫ Land bank
• New and revised legislations
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism
13
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Indicators and Benchmarking
• Visitor arrivals
• Average length of stay
• Visitor spend
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 14
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Total visitor arrivals last 12 years
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 15
VA + CO Dec 09
Intercon mid 09
675,050
Compressed
demand
Raddison +
Port Denarau
(2007)
Jan floods
GFC
TF Budget
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Visitor arrivals - projected
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 16
Projection assumptions – room inventory, flights
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Visitor numbers
Tourism Fiji’s business goals 2012
Average length of stay Average daily spend per visit Overall contribution
2012 Target
680k visitors
9.5 average days stayed
$165 average spend per day
FJ$ 1.066bn contribution
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Lessons learnt • Tourism Development Plan to have more realistic
timeline ▫ 1998-2005 Tourism Development Plan – 8 years
▫ 2007-2016 FTDP -10 years
• No mechanisms for effective review of the plan
• No integration of key determinants development plans
• More focused on development rather than marketing
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 18
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New Direction
• Establish a practical time line – 5yrs rather than 10 yrs
• Establish a mechanism for effective annual review of the plan
• Integrate and align with projected development strategies for infrastructure and other key determinants
• Identify geographic areas with potential tourism value and provide methods to develop tourism in such areas
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 19
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Vinaka
Ministry of Public Enterprises, Communications, Civil Aviation & Tourism 20