The Embassy of the Republic of Fiji in South Korea, in partnership with the Ministry of Industry, Trade & Tourism (MITT), won the award for best marketing and public relations booth at the 20th Busan International Travel Fair (BITF), which was from 8 – 11 September, 2017 at the Busan Exhibition and Convention Center (BEXCO) in Busan.
BITF is regarded as one of the leading travel fairs in Korea and this year’s exhibition saw a number of international and national tourism organizations, including two hundred six four (264) organizations, representing forty three (43) countries. Over the period of four (4) days the Fiji booth recorded well over a thousand visitors. The overall fair recorded approximately one hundred and four thousand (104,000) individuals.
Tourism Officer Ms. Anne Chong who represented the Ministry, contributed a diverse range of promotion materials including Tourism Fiji branded merchandises including caps, USB sticks, luggage tags, notebooks, among other goods. The Embassy booth showcased major tourism themes through visual displays that featured the unique aspects of Pacific culture and beautiful scenery.
In order to increase the visibility of the booth, the Embassy incorporated social media into the marketing strategy and set up an on-site promotional campaign that rewarded visitors for posting pictures of Fijian products with hashtag “Fijian made” or by following Facebook or Instagram accounts of Tourism Fiji. Complimentary Noni tea, Fiji water and Fiji Bitter and Fiji Gold were also served to visitors who visited the booth.
Ms. Chong said, “I am delighted to see that Fiji is well positioned as a holiday destination with a positive image of its clean environment and friendly people in South Korea. It is also demonstrated in the statistics that South Korea as the second-largest visitor group to Fiji in the Asia region in 2016. I hope to have an enhanced partnership next year as there is still much diversity in the rage of Fijian-made products and services we can exhibit in a travel fair like this.”
The fair provided a valuable opportunity for both the Embassy and the Ministry to promote Fiji as an attractive tourist destination for the Korean people.