FIJI, 21 DECEMBER 2023: As 2023 draws to a close, Tourism Fiji stands proud, reflecting on an incredible year that has solidified Fiji as a premier global travel destination. In an extraordinary feat, Fiji is set to end the year with overall visitor arrival numbers (846,920) 3% above 2019 and 51% above 2022. This achievement, accomplished 12 months ahead of target, attests to the industry's resilience and commitment to excellence.

The Sports Tourism Study highlights the positive impact of events like the Drua on Fiji's tourism landscape, bringing in $67m to Fiji's economy. With the return of the WSL Fiji Pro in August 2024 and the Melbourne Storm's NRL match in February 2024, Fiji's status as a top-tier sports destination receives a significant boost, reinforcing its appeal to the Australian and New Zealand markets.

The success of the GoPro Summit in October 2023, featuring 50 creators amid Fiji's stunning landscapes, not only captured a massive global audience but also highlighted the nation as a haven for adventure and creativity. Additionally, Spartan Fiji in November 2023 contributed to Fiji's diverse adventure landscape, bringing in an overseas contingent of over 2000 and contributing over $7m to our visitor economy, while showcasing the country's growing prominence in hosting exhilarating events.

Tourism Fiji's achievements are intricately tied to strategic marketing initiatives, showcasing a savvy approach to promoting the destination. The establishment of global partnerships with recognised brands such as Mastercard, RipCurl, and the Iconic exemplifies the creative use of resources to enhance visibility and introduce brand Fiji to new audiences. Our new brand platform 'Where Happiness Comes Naturally' and the associated global launch campaign has continued to resonate and perform strongly. Our media placements continue to drive impact with our recent billboards in NY's Times Square, serving as a prime example of how strategic marketing can effectively bring Fiji's beauty to a global audience. Not forgetting that Tourism Fiji's social media following is now over 1M!

Tourism Fiji's regional team has vigorously promoted Fiji through 36 tradeshows and roadshows in as many cities, 10+ international conferences, hosting 24+ famils with industry partners and training 8,159 Matai Specialists. Their success is also evident in impactful PR campaigns involving the Wallabies, Love Island, Bachelorette USA, and the '47' campaign in NZ, as well as features on Australia's Today Show and a fully integrated marketing partnership with Expedia. 2

Demonstrating a commitment to sustainability, Tourism Fiji has embraced initiatives such as the introduction of EVs, partnerships with GSTC and EarthCheck, and initiatives like Coral Gardeners, Counting Coral, and National Plastic Free Day.

Fiji Airways' expansion, including the arrival of new A350s and the opening/reopening of routes to Canberra, Japan, Hong Kong, and New Caledonia, has enhanced accessibility and connectivity to our paradise islands.

The appointment of Guo Jianan as the New China Brand Ambassador for Tourism Fiji further strengthens Fiji's efforts to connect with diverse international audiences, promoting cultural exchange and understanding. The introduction of the Destination Development team is also a crucial milestone – a commitment to industry growth and creating opportunities.

Prominent investment announcements also eventuated, including Waya Resort, Vatu Talei, Radisson Blu Naisoso, and the introduction of MS Caledonian Sky by CCC. To amplify investment momentum and demonstrate Fiji's commitment to fostering sustainable growth in the tourism sector, Tourism Fiji announced the 2nd Tourism Investment Summit in partnership with AHICE, scheduled for July 2024, following a successful inaugural summit this year.

Fiji's global recognition was further solidified with a slew of awards, including Best Tourism Board at the World Travel Awards, the PATA Gold Award for our new brand platform, AFAR's #1 Place to go in 2024, Conde Nast Gold List, T+L #1 Island, and the Best Communication Strategy at the City Nation Place Awards.

"As we conclude this remarkable year, we reflect on these achievements. I extend heartfelt gratitude to Fiji for an extraordinary 2023! A sincere shout-out to our visitors. From the entire Tourism Fiji family, sending warm wishes for a festive, prosperous, safe, and joyful Christmas and New Year. Vinaka vakalevu!" - Brent Hill, CEO of Tourism Fiji.

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About Tourism Fiji: Tourism Fiji is the destination marketing organisational arm of the Fijian Government agency responsible for marketing Fiji as the ideal destination for leisure travel globally. Tourism Fiji has established a presence in seven key markets around the globe, and its activities include advertising, public relations, media initiatives, trade shows, and programs for the tourism industry and consumer promotions to better showcase Fiji.