{"id":50838,"date":"2022-01-05T15:01:04","date_gmt":"2022-01-05T14:01:04","guid":{"rendered":"https:\/\/travindy.com\/?p=50838"},"modified":"2022-01-05T15:01:04","modified_gmt":"2022-01-05T14:01:04","slug":"paradise-the-noble-savage-and-the-white-savior-in-fiji","status":"publish","type":"post","link":"https:\/\/travindy.com\/news\/2022\/01\/paradise-the-noble-savage-and-the-white-savior-in-fiji\/","title":{"rendered":"Paradise, the Noble Savage, and the White Savior in Fiji"},"content":{"rendered":"

\"Paradise,<\/p>\n

T<\/span>he latest attempt to promote tourism by the Fijian government has raised eyebrows.<\/a>\u00a0It features a celebrity actor, Rebel Wilson, and has people talking about its appropriateness.<\/p>\n

The popular view is that Fiji\u2019s tourism must\u00a0build back better<\/a>\u00a0in the wake of the coronavirus pandemic. Fijians have long debated what a \u201cbetter tourism\u201d might be. What social, ecological, and economic outcomes should tourism produce?.<\/p>\n

This comes at a time when travel and tourism are changing globally. Travelers now demand holidays that produce\u00a0better outcomes for host communities<\/a>\u00a0and our planet.<\/p>\n

For example, we now realize that measuring tourism success based on total tourist arrivals and expenditure is bad. It encourages environmental and cultural destruction and it makes climate change worse. But travelers are becoming more aware of sustainable and responsible tourism alternatives. More recently, a\u00a0regenerative tourism<\/a>\u00a0approach hopes to make destinations better than before.<\/p>\n

Fiji created its new \u201cOpen for Happiness<\/a>\u201d campaign to shift travelers from the dreaming stage to committing and booking a holiday to Fiji. The effort to put as many bums on seats as possible is a priority to restart the country\u2019s economy.<\/p>\n

Destination campaigns like this usually are based on the motivations of potential travelers. Marketing campaigns attempt to tap into those travel desires and turn them into bookings and arrivals.<\/p>\n

Such campaigns are a large investment, especially for less developed countries. It is hard to predict if a campaign will succeed in building an appropriate brand. Value for money and efficacy are only discernible in hindsight.<\/p>\n

For example, the \u201c100% Pure New Zealand\u201d<\/a>\u00a0campaign created a strong sustainability brand value for the country and its tourism. But it also had broader impacts. It gave New Zealand a soft power political and trade advantage, especially in agriculture.<\/p>\n

Then there was Australia\u2019s Northern Territory\u2019s unofficial campaign, \u201cCU in the NT\u201d, and Australia\u2019s \u201cWhere the Bloody Hell Are You?\u201d.<\/a>\u00a0Those humorous promotions were successful at getting media attention, but faded soon after. They had little enduring benefit. They actually polarized and undermined goodwill, rather than enhancing brand values. And they completely bypassed sustainable forms of tourism.<\/p>\n

Tourism campaigns often have a greater purpose than just encouraging travel to a destination.<\/p>\n

National pride can be stoked by tourism advertising. Advertising can build a coherent impression of what a people and country stand for. It can also help advance a nation\u2019s standing in global trade, soft political power, and people-to-people relations.<\/p>\n

This is an excerpt from an article by Joseph M. Cheer, originally published by Tourism Geographic Editor<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Can Fiji do better to both bring back tourists and build national pride and a sustainable future? Destination campaigns are usually based on the motivations of potential travellers, attempting to tap into those travel desires and turn them into bookings and arrivals. But unless we change the way people and places are conceived and presented, we will perpetuate well-worn clich\u00e9s and stereotypes.<\/p>\n","protected":false},"author":5,"featured_media":50841,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[266,131,16,535],"tags":[1675],"yoast_head":"\nParadise, the Noble Savage, and the White Savior in Fiji<\/title>\n<meta name=\"description\" content=\"Can Fiji do better to both bring back tourists and build national pride and a sustainable future? 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Destination campaigns are usually based on the motivations of potential travellers, attempting to tap into those travel desires and turn them into bookings and arrivals. 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