FIJI’S tourism industry continues to thrive under a long-standing partnership model between Government, hotels and airlines, said Tourism Minister Viliame Gavoka.
Mr Gavoka said the co-ordinated marketing approach had been central to Fiji’s success in attracting international visitors.
He said the sector’s resilience and strong performance were underpinned by collaboration across key industry stakeholders.
“We have a very well-oiled machine in tourism, in terms of tourism in Fiji that looks after marketing,” he said.
Mr Gavoka said Fiji’s tourism marketing structure was built on shared investment between Government and industry partners, a model that had consistently delivered results.
“As I’ve highlighted on a number of occasions, marketing in Fiji is always on a partnership basis – 30 per cent from government, 30 per cent from the hotels, 30 per cent from the airlines.”
“That’s the kind of partnership we have to market Fiji. That’s a formula that has worked very well for us.”
He said the latest budget allocation of $75.8million would support ongoing marketing and development efforts aimed at strengthening Fiji’s global tourism brand.
Mr Gavoka also pointed to sports tourism and other niche markets as emerging opportunities, saying recent Budget announcements included initiatives designed to broaden the sector’s reach.
He said the industry remained well-positioned for continued growth, with expectations of another strong year ahead.
