Fiji Airways reported that it invested more than $70 million in marketing Fiji in 2023, according to its annual report presented in Parliament on Friday. The airline’s total sales and marketing expenses for the year reached $210 million, marking a 75% increase compared to the previous year.
The company emphasized that its annual investment of around FJ$70 million in promoting Destination Fiji exceeds that of Tourism Fiji, demonstrating its strong commitment to showcasing the beauty of the islands. It highlighted that every ticket sold to international travelers contributes foreign currency to the national economy, emphasizing its vital role in supporting economic growth.
Fiji Airways has a dedicated Brand and Marketing department that leads the promotion and marketing of the airline and Fiji on a global scale. The airline believes in the unifying power of sports to connect people across borders and aims to foster unity and shared experiences worldwide.
Additionally, Fiji Airways strategically targets audiences that align with its brand profile through sponsorships to effectively engage potential customers. In 2023, the airline’s website received 10 million users, reflecting a 51.5% increase from the previous year.