MARKETING Fiji as a tourist destination cost our national airline $70million last year, said Fiji Airways executive manager global sales, marketing & digital Akuila Batiweti.
“While we have reached record-breaking milestones in the last 12 months, there are challenges which have an impact on our business,” he said while speaking during the Fijian Tourism Exchange (FTE) at the Sheraton Fiji Golf and Beach Resort.
“Rising fuel prices are one of the biggest costs for Fiji Airways, influenced by the events unfolding in Ukraine and the Middle East.
“Inflation in many of our key markets has affected the ‘average family’s’ ability to afford a holiday in Fiji.”
Mr Batiweti said increased capacity and competition from similar destinations such as Bali and Hawaii made it difficult for customers to choose Fiji as there were more and, in many cases, cheaper alternatives to Fiji.
He said, however, that all these challenges could be turned into opportunities.
“And that is exactly what we are doing at Fiji Airways.
“Some of our mitigation tactics include being more cost-efficient, exploring innovations that reduce the cost of doing business and improving productivity.
“Constantly studying the market to determine airfares on all routes — benchmarking against our competitors in the region to ensure we are maximising revenue.
“Further improving our onboard products and services as a uniquely Fijian experience not found on any other airline.
“Enhancing our global connectivity with other airlines to offer world class experiences and rigorously marketing Fiji in key source destinations.”
Mr Batiweti said while these measures would have huge impact on performance, the optimum long-term solution was to grow their network and secure previously untapped markets.
“There are many exciting opportunities available throughout our entire network.
“These are part of ongoing market research, and we look forward to sharing the good news when decisions have been made,” he said.
