THE Government’s tourism marketing arm, Tourism Fiji, has been allocated an increased budget of $48million for its marketing campaign and operations.
This is an increase from the $44m funds allocated in the 2024-2025 Budget.
The Fiji Times had sent questions to the organisation’s chief executive officer Brent Hill on Friday. (June 27)
Mr Hill is currently on paternity leave and will resume on July 14.
FT: How will the additional funds be specifically allocated across different marketing activities?
Mr Hill: Each year Tourism Fiji undertakes a detailed, data-driven market analysis to determine the most effective allocation of marketing funds. This process ensures every dollar spent is aimed at generating the highest possible return on investment.
In FY25/26, we have refined our strategic approach, focusing on the markets that have the most growth potential and connectivity. Within these markets we are looking to attract new audiences by continuing to deliver distinctive propositions, offers and storytelling.
The additional funds will primarily support targeted campaigns in key source markets, particularly Australia and North America, where we’ve seen strong growth and increased air services by Fiji Airways.
We are also directing investment into strategic areas such as MICE (meetings, incentives, conferences and exhibitions) and initiatives aimed at boosting visitation during shoulder seasons.
Additionally, we’re enhancing efforts to promote Fiji as a stopover destination, not just a transit point. These priorities are aligned with the broader tourism strategy and have been endorsed by our board, the Ministry of Tourism and Civil Aviation, and the Ministry of Finance.
FT: How will Tourism Fiji ensure the increased budget is utilised effectively and efficiently?
Mr Hill: Tourism Fiji remains committed to running a lean and agile organisation, with staffing levels still below pre-COVID numbers. Our focus continues to be on maximising return on investment, with the majority of funds directed into market-facing activity rather than overheads.
Every dollar is tracked and reviewed through rigorous internal processes and campaign outcomes are measured and reported regularly. We’re investing more in our digital marketing and audience engagement efforts to ensure more efficient spend. We’re also adding a couple of key strategic roles to strengthen our capability in line with this increased spend, but always with efficiency and effectiveness front of mind.
FT: What is the strategy for targeting specific markets and demographics with the increased budget?
Mr Hill: With the increased budget, our strategy focuses on deepening our reach in high-performing markets. Australia and North America are currently top priorities due to strong visitor growth and new or expanded air connectivity. These markets present substantial opportunities for both leisure and business travel, including MICE.
We are also sharpening our efforts to attract visitors during traditionally slower periods through seasonal promotions and targeted messaging. In addition, we’re placing increased emphasis on promoting Fiji as more than just a transit hub encouraging longer stopovers and more immersive travel experiences.
All market strategies are guided by real-time data, travel trends and collaboration with our industry partners to ensure alignment and impact.
Note: This article was first published on the print version of the Fiji Times dated July 3, 2025
