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TTG Features Pacific Islands


and cultural experiences. We provide visitors with a host of experiences, from four-wheel-drive excursions and treks to volcanic peaks, to exploring the island’s lush interior and waterfalls, to enjoying French Polynesian island fusion cuisine and enjoying simple beach relaxation.


Who is the target audience for Tahiti? Honeymooners and couples celebrating important anniversaries continue to be a target audience, but we also want to attract the 50+ demographic who seek adventure in far-flung destinations and younger travellers keen for unique experiences with a “wow” and “brag” factor.


Resorts such as InterContinental Bora Bora are popular with honeymooners


Taking Tahiti to a new level


Tahiti Tourisme has unveiled a new brand positioning. Chief marketing officer Thomas Rebergue talks to Katherine Lawrey about the changes


What is Tahiti’s new brand positioning? The new brand, called “Islands of Tahiti”, is about reflecting our story. It is meant to capture the imagination in a way our previous brand didn’t quite convey. The new brand is about our people, culture, food and personal stories, which is what travellers are looking for when choosing their next holiday destination. It’s no longer about just a beautiful destination but going beyond that and seeing a place and its people on a more interpersonal level.


What research was carried out? We worked with a branding agency that spent an extensive period of time on the Islands of Tahiti to understand the messages we wanted


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to convey and how to translate these into imagery, logos and our overall new brand. We arrived at four key strengths of Tahiti as a destination – the generosity of our people, the harmony visitors find, the exhilaration of finding a true paradise, and the elegance found throughout our islands.


Which are the main islands for tourism? The Society Archipelago includes the international airport and iconic Bora Bora, so many tourists stay among these islands. Visitors can get a taste for the culture and food on Tahiti, the volcanic peaks and mountain adventures of Moorea and the over-water bungalow experience in Bora Bora. The Tuamotus are a real Robinson Crusoe experience


Rebergue: elegance throughout the islands


with a different look and feel to the Society Islands; and the Marquesas are wild, uncharted islands where Paul Gauguin found inspiration and produced the beautiful paintings we know him for. They are a four-hour flight from Tahiti but well worth it.


Who does Tahiti compete with, internationally? Our competition includes other Pacific Ocean islands – in particular Samoa and the Fiji islands. However, when looking to attract the UK market, our competitors also include Indian Ocean destinations, such as the Seychelles and the Maldives, which are more accessible. What Tahiti offers that others do not as much is the variety of topography


What are Tahiti’s plans for growth in the UK market? Agents are welcome to take our online training programme and become a certified “Tiare” agent. However, as with the new brand, our programme is undergoing changes, so we’d recommend to hold off until later this year, when we’ll launch an exciting new system. Tour operators and agents are always welcome to reach out to our UK team, which tends to be on the road regularly, meeting product managers for updates and training agents. Our website, tahiti-tourisme.co.uk, also has great information and will soon be updated for a sleeker and more functional look.


What are your latest UK visitor numbers? In February 2014, the figure was 89% up on the previous year; in March they were up by 61%, and in April 134%. This is the 11th consecutive month we have seen an increase in numbers arriving from the UK. Year-to-date is up 84% on last year. The average length of stay has also increased – now sitting at 12.3 nights compared with 10.7 a year ago. The cruise market continues to be popular out of the UK, with the number of cruise passengers up by 135% this year, looking at April’s figures.


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