ABSTRACT
This chapter deals with the coups and focuses on the impressive recovery made by the Fijian tourism industry following both crises. The success of Fiji's marketing recovery program was predicated on the assumption that the twin weapons of intense and well-targeted media and travel industry promotion and price-driven consumer inducements could be employed across the full range of tourism services. The timing of Speight's coup attempt was particularly damaging from a tourism perspective, as it occurred during Fiji's peak tourism season (the Southern Hemisphere winter) and exacerbated the economic impact of the tourism slump. The Fijian tourist industry's marketing recovery program following the 1987 coups was significant in establishing the benchmarks for recovery programs. Fiji's tourist authorities Sought to cultivate alternative markets to compensate for the drop in US and Canadian inbound tourism. A special focus was placed on the emerging 'Asian Tiger' economies of South Korea and Taiwan, whilst developing the British and continental European markets.
