Tourism Fiji seeks budget boost in competitive landscape – FBC News

(Source: Tourism Fiji)

Tourism Fiji CEO Brent Hill hopes his organization will get a modest increase in funding.

As anticipation grows for the announcement of the 2024-25 national budget, Hill emphasizes the critical need for adequate resources to sustain and enhance programs.

Hill also stresses the importance of continued investment in promoting Fiji in key markets, particularly Australia.

Fiji Tourism CEO Brent Hill

He says that given the evolving landscape of global tourism, it is imperative that they remain competitive as their success depends on the ability to reach and engage with travellers, and this requires continued financial support.

“And we need to support Fiji Airways as they enter their new markets. So from that perspective, you know, we’ve done very, very well since reopening. We just want to keep this going. This is the real key thing. So we have to keep investing. It’s a very competitive space we’re in.”

In the previous budget cycle, Tourism Fiji was allocated US$7 million for its operating grant and US$30 million for marketing initiatives.

However, acknowledging the increasingly intense competition in the tourism sector, Hill stresses the need for a budgetary boost to effectively execute its promotional strategies and maintain Fiji’s appeal as a premier destination.