The Solomon Islands Visitors Bureau (SIVB) is making a play to win back visitors from its biggest traditional market Australia, as security is restored in the island chain.
The tourism body has visited cities in Australia and New Zealand over the last week to promote the destination to the trade.
Speaking to Travel Today at last night’s roadshow in Sydney, marketing manager Freda Unusi said that tensions within the islands had seen Australia, once a “very strong” market for the destination, fall away over a ten year period.
But she insisted that, with the destination now rated level one by the Australian travel advisory, tourism is starting to recover. However, a lack of awareness about the Solomons in Australia remains, she added.
In 2011, the destination welcomed 22,000 overall visitors with 49% of those from Australia. That figure is up from 18,000 the previous year.
“So there’s a gradual upwards trend,” she said.
This year, the tourism body expects to see visitor numbers hit 25,000, boosted by a strong events program which included the Pacific Festival of Arts.
Events generate the majority of visitors, according to Unusi, with 49% of Australians coming to the destination for MICE. Just 25% of guests come for leisure, with the remainder visiting family.
“That’s why we’re out and about, to really drive the holiday and leisure markets,” she said.
SIVB will officially launch its new So Solomons, so different tagline on December 5 to coincide with the launch of its new website. The roadshow will return next year, with agent famils also scheduled to take place.
In addition, it is in talks with the Australian government to establish a local sales representative. SIVB’s contract with its Australian marketing representative expired last year.
