AN agreement signed between Tourism Fiji and the Chongqing Municipal Commission for Culture and Tourism Development will strengthen destination marketing cooperation.
The agreement was signed this week in Chongqing, China, where both parties agreed to deepen cooperation across several key areas.
In a statement, Tourism Fiji said the agreement’s key areas were strengthening the exchange of tourism information, statistics and market research, enhancing joint promotional efforts and supporting each other’s participation in tourism festivals and events.
The development of Chongqing-Fiji travel itineraries to promote Fiji in the Chongqing market was also an important partnership.
Tourism Fiji board director Josaia Rayawa and Zhu Mao, deputy director of Chongqing Municipal Commission of Culture and Tourism Development attended the signing ceremony.
“As a pivotal direct-administered municipality and national central city, Chongqing represents one of China’s most strategically significant consumer markets,” Tourism Fiji stated.
“With a population exceeding 32million residents and serving as the primary economic gateway to Southwest China, this metropolitan powerhouse demonstrates exceptional potential for premium tourism development.”
Tourism Fiji said Chongqing’s rapidly expanding demographic and consumption patterns aligned perfectly with Fiji’s efforts to position itself as a high-value experience-driven destination.
During the main forum of the conference, Mr Rayawa’s speech detailed Fiji’s diverse tourism resources and unique experiences to global industry peers, further elaborating on Fiji’s brand promise as the destination ‘Where Happiness Comes Naturally’.
“It is a true honour to represent Tourism Fiji in signing this landmark document with the Chongqing Municipal Commission for Culture and Tourism Development and to have the opportunity to share Fiji’s charms on such a crucial international platform,” Mr Raiyawa said.
“I am confident that, powered by Fiji’s unique natural and cultural assets and Chongqing’s immense potential as a key source market, we will elevate bilateral tourism cooperation to a new level.”
Mr Rayawa reaffirmed Tourism Fiji’s goal to develop more travel products tailored to the needs of Chinese visitors and boost Fiji’s brand influence.
The MOU takes effect immediately upon signing and remains valid for three years.
Tourism Fiji chief executive officer Dr Paresh Pant said the agreement represented a strategic step in deepening Fiji’s engagement with the Chinese market.
“Chongqing’s evolution as a sophisticated source market aligns directly with our vision for high-value, experience-led tourism,” he said.
