Include Asia, urges Fiji banker

ANZ Bank general manager Fiji Robert Bell has urged Fiji to look at Asia to source tourism visitors and also as an export market in addition to its existing markets of Australia and New Zealand.

He says Asia represents an opportunity to source tourism visitors and as an export market.

“Fiji needs to think about these markets as additional to existing markets (Australia and New Zealand) and not instead of,” Bell said, answering questions on how Fiji’s economy could be improved.
 
“Asia is the rising economic power of our time. Ten years ago Asia represented 31 per cent of the global economy, today that figure has reached 36 per cent,” he says. 

He pointed out that Asia has 68 per cent of the world’s population so has the potential to represent an even greater percent of the global economy. 

“No one in the Pacific can ignore this. ANZ is expanding rapidly in Asia and has the capacity to help customers with trade between Fiji and Asia,” Bell says.

Bell points out that tourism remains Fiji's largest foreign exchange earner. 

Tourism was adversely affected in late 2006 (soon after the military takeover) and 2007.

However, he says Fiji's product is very good. 

“People worldwide continue to travel more and spend more on vacations. Fiji has many natural advantages that make it an ideal holiday destination.

He says Fiji has experienced local and international operators so he remained very positive about Fiji's tourism potential. 

But he says the challenge for tourism is to get people to come Fiji. 

A greater marketing spend will always help but getting more out of the existing spend is also important, he added.

“In tourism we can not forget the traditional markets of Australia and New Zealand but likewise it is important to think about the potential of other markets.”