Fiji Airways and Tourism Fiji have signed a two-year memorandum of understanding aimed at deepening their marketing partnership and driving more visitors and air passengers into the country. The agreement, formalised at a signing in Nadi yesterday, commits both organisations to a programme of cobranded marketing campaigns, trade engagement and public relations activity across Australia, New Zealand, the United States, Asia and the Pacific.
Fiji Airways managing director and CEO Paul Scurrah described the MoU as a reaffirmation of the airline’s role in connecting Fiji to global markets. “This new agreement reflects our continued commitment to the nation and the sustainable growth of Fiji’s tourism industry,” Scurrah said, pointing to the success of past joint marketing efforts and signalling plans to build on that momentum with fresh campaigns and promotional activity.
Tourism Fiji chief executive Dr Paresh Pant said the renewed partnership would explore “new joint initiatives and innovative approaches” to expand Fiji’s reach in priority and emerging markets. He told the signing ceremony the collaboration aims to deliver measurable growth in visitor numbers and economic benefit for the country by tapping into a wider suite of marketing tools and channels in key source markets.
A central pillar of the MoU is the intent to leverage Fiji Airways’ expanding global partnerships for destination marketing. With the carrier now a member of the oneworld alliance and operating expanded codeshare agreements, Tourism Fiji said the agreement would open opportunities to market Fiji to travellers in markets such as the United Kingdom and India — territories the organisations identified as emerging and niche priorities for growth.
Scurrah also highlighted North America as a long‑term growth opportunity. He said Fiji Airways’ network capacity into North America has grown significantly and that the joint effort with Tourism Fiji will focus on building awareness and demand in that market, where Fiji remains unfamiliar to many travellers. As part of the broader strategy to stimulate demand, Scurrah noted the airline’s planned launch of a new Nadi–Gold Coast service in June, a move he framed as complementary to efforts to strengthen North American market connections.
Under the MoU, cobranded activity will be accompanied by trade engagement designed to convert industry interest into bookings and public relations campaigns aimed at raising Fiji’s profile among target audiences. While the agreement is for two years, both parties emphasised the intention to pursue initiatives that support sustainable long‑term growth for the tourism sector rather than short‑term spikes in arrivals.
The signing marks the latest formal step in ongoing cooperation between Fiji’s national carrier and its tourism promotion agency. Both organisations said they will now operationalise specific campaign plans and timetables for the coming months, prioritising initiatives that can immediately leverage new air services and expanded international partnerships to bring more visitors to Fiji.
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