The tourism industry in Fiji anticipates an increase in visitor arrivals from traditional tourism markets between the months of June to October something the economy badly needs to boost the Pacific island nation's coffers.

Tourism Fiji Chairman Patrick Wong said on Tuesday that 50 percent of the year's total arrivals are accounted for during the first five months but this anticipation would bring hope for the economy and its workers that have been on reduced hours since the industry experienced hard times.

Wong said the industry market targets a geographic mix that ensures growth from emerging markets despite the world facing an economic recession and the effects of the 2006 coup in the country. These emerging markets include China and Europe.

In the meantime, Tourism Fiji was attracting and maintaining volume from traditional source markets of Australia, New Zealand and North America and with winter caving in they expected a high number of tourists attracted to the sun and tropical weather in Fiji.

"We are focusing on market segment that drives business, including niche market such as families, conferences, incentive groups, exhibitions, meetings, tour business series, weddings, honeymooners and sports adventure," he said.

"This will improve our foreign exchange earnings and Fiji's balance of payments which in turn will extend the benefits of the tourism dollar throughout the community and creating the much needed employment," Wong said.

The tourism industry in Fiji hopes the Australians and New Zealanders are going to escape from their winter during June to October for a family holiday during the school holidays.

He said tactical marketing strategies are in place to drive numbers with packages sold at great value deals which is more competitive and attractive because of the recent devaluation of the Fijian dollar.

Wong said the tourism industry has showed resilience by storming back after weathering tough times.

Tourism Fiji believed that in the rebuilding process, the greatest asset was the people with their unique friendly, smiling faces and warm hospitality.

"Fiji has it all -- the uniqueness of our physical attributes is the weather, geography and flora," said Wong.

One of the main attractions was Fiji's heritage, historic, cultural, rainforest gardens, marine environment and natural resources showing Fiji's unique ecology, culture and society complimenting all market segments.

Welcoming news for Fiji's tourism industry as well was the recent comments by the Starwood owner of Sheraton Westin Denarau who was keen to invest in another project in Fiji despite the economic crisis.

He said Fiji's precious heritage should be managed well and preserved for long-term benefits because tourists were increasingly looking for a pristine environment to spend their holidays.

"It is no longer just sun, sand and sea but also the safety and environment rating of the destination and the interest of local culture, tradition and lifestyle. Fiji has it all," he added.

Wong said the Fiji interim government encouraged investment in tourism with incentives including tax holidays and encouraging resource owner's participation.