Fiji Airways has reported that it invested over $70 million to market Fiji in 2023, exceeding the marketing budget of Tourism Fiji. This information was revealed in its annual report presented to Parliament on Friday.
The airline’s total expenses for sales and marketing reached $210 million for the year, representing a significant increase of 75%. According to the company, its annual spend of around FJ$70 million on promoting Destination Fiji demonstrates a strong commitment to showcasing the beauty of the islands.
Fiji Airways highlighted the importance of its operations in bringing foreign currency into the local economy through ticket sales to international travelers, emphasizing its role in driving national economic growth.
The airline has a dedicated Brand and Marketing team responsible for enhancing its brand visibility and promoting Fiji on a global scale. The company also underscored the value of sports sponsorships in connecting with key audiences that align with its brand, ultimately aimed at enhancing its appeal to potential customers.
In 2023, Fiji Airways’ website attracted 10 million users, marking a 51.5 percent increase compared to the previous year.