Fiji Airways has reported in its 2023 annual report that it allocated more funds for marketing Fiji than Tourism Fiji, with expenditures exceeding $70 million. This was presented to Parliament on Friday.
The airline’s total sales and marketing expenses rose to $210 million in 2023, representing a significant increase of 75 percent compared to previous years.
Fiji Airways emphasized its commitment to promoting Destination Fiji, indicating that its annual investment of around FJ$70 million surpasses that of the national tourism body. The airline highlighted the importance of each international ticket sold, as it contributes foreign currency to the Fijian economy, playing a vital role in national economic growth.
The airline’s Brand and Marketing department is responsible for promoting both the airline’s brand and Fiji on a global scale. According to the company, it believes in the ability of sports to unite different cultures and foster shared experiences, which aligns with their marketing strategy.
In 2023, the airline’s website attracted 10 million users, marking a 51.5 percent increase from the previous year.