Fiji Airways announced that it allocated over $70 million for marketing initiatives in 2023, surpassing the budget of Tourism Fiji, according to its annual report presented in Parliament on Friday. The airline’s total sales and marketing expenses for the year reached $210 million, reflecting a significant 75 percent increase.
The airline emphasized its commitment to promoting Destination Fiji, stating, “Fiji Airways spends around FJ$70 million annually showcasing the wonders of our islands.” This investment is seen as essential for bringing foreign currency into the economy, highlighting the airline’s pivotal role in driving national economic development.
Fiji Airways operates a dedicated Brand and Marketing department that focuses on the global promotion of both the airline and Fiji as a travel destination. The airline also believes in the power of sports to foster unity and shared experiences worldwide, aligning its sponsorships with audiences that match its brand profile to effectively engage potential travelers.
In terms of digital reach, the airline’s website recorded 10 million users in 2023, representing a 51.5 percent increase from the previous year.