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The South Pacific Tourism Organisation is inviting the industry to a webinar presenting the findings of a research project, undertaken by Angus and Associates for the New Zealand Ministry of Foreign Affairs and Trade and in association SPTO, focussing on a representative set of four Pacific destinations to assess how greater differentiation between Pacific destinations might be achieved.The objective was to identify the differentiation factors as an input to future strategies aimed at extending the value tourism creates for Pacific economies, with interviews undertaken between 28 May and 10 July 2020, with some questions also focused on propensity to travel in the COVID-19 context.

After a brief introduction by MFAT and SPTO, Angus and Associates will outline findings which focus on:

  • Consumer and travel trade perceptions of the destinations;
  • Destination commonalities and points of difference;
  • Travel motivations, sources of information, holidaying planning and purchase behaviour;
  • How the four destinations are currently positioned and promoted;
  • Opportunities to further develop points of interest;
  • How COVID-19 has or will affect travel to the Pacific in the short-term; and
  • Outline of a decision-making set of criteria and matrix available for use by Pacific destinations who wish to strengthen their points of difference.

The full report and decision-making matrix will be available from SPTO following the webinar, but in the meantime

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A report by John Alwyn-Jones