Solidifying Fiji’s reputation to the world
TOURISM Fiji chief executive officer Brent Hill said 2023 had been "extraordinary" and a lot of work had been put into solidifying Fiji's reputation as "a premier global travel destination".
As part of this, Tourism Fiji's work in sports tourism have yielded solid results.
According to Mr Hill, 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 World Surf League Championship Tour in August 2024 and the Melbourne Storm's national rugby league match last month (February 4, 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 last year 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," he said.
In a report in this newspaper (FT: December 26, 2023), Spartan Fiji contributed to Fiji's diverse adventure landscape on November last year, 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.
Overall, Fiji received 846,920 visitors last year, an achievement that is 12 months ahead of schedule, helped by the arrival of the new Fiji Airways A350s and reopening of routes to Canberra, Japan, Hong Kong and New Caledonia.
In conclusion, Sports tourism is increasing in visibility with potential to diversify Fiji's offerings to the global tourist market.