Fiji Airways and Tourism Fiji have renewed their long-standing partnership, signing a new two-year Memorandum of Understanding (MOU) aimed at boosting global connectivity, increasing visitor arrivals and strengthening destination marketing efforts.
The agreement announced today, marks the first MOU between the organisations under their new chief executives and the first to span a two-year period, signalling a deeper and more strategic alignment between the national carrier and the tourism body.
While the partnership has been in place for several years, the renewed agreement reinforces a decade-long collaboration focused on converting global travel interest into confirmed bookings for Fiji. It also reflects a coordinated approach to meeting each organisation’s core objectives—filling aircraft seats and driving inbound visitation.
Under the MOU, Fiji Airways will support a broad range of initiatives through its flight network, including co-branded marketing campaigns, trade engagement and public relations activity. These initiatives will target key source markets such as Australia, New Zealand, the United States, Asia and the Pacific.
The agreement also places a strong emphasis on shared market intelligence and precision-driven digital campaigns, designed to more effectively reach high-value travellers and convert demand into bookings.
“Tourism is the backbone of Fiji’s economy, and as the national airline we are proud to play a leading role in connecting Fiji to the world. This new agreement reflects our continued commitment to the nation and the sustainable growth of Fiji’s tourism industry. The success of previous joint marketing efforts shows the strength of this collaboration, and we are excited to build on that momentum,” said Fiji Airways managing director and chief executive officer Paul Scurrah.
Tourism Fiji Chief Executive Officer Dr Paresh Pant highlighted the importance of the airline partnership in ensuring accessibility to the destination.
“Fiji Airways is an essential partner in showcasing Fiji to the world and ensuring travellers can easily access our islands, and we are excited to continue working closely with Mr Scurrah and his team,” said Dr Pant.
“Through this renewed MOU, we are exploring new joint initiatives and innovative approaches to complement the strong work already underway, helping us expand our reach in priority and emerging markets and drive more visitors to Fiji, delivering real benefits for the nation’s economy,” added Dr. Pant.
US to be a key focus
A key focus of the partnership will be North America, identified as a major long-term growth opportunity for Fiji’s tourism sector.
Scurrah said that while the airline continues to build demand across established markets, the United States and Canada represent significant untapped potential.
“While we continue strengthening demand in our key source markets, particularly with the launch of our new Nadi to Gold Coast service in June, North America remains our most important long term growth opportunity,” said Scurrah.
“Our network capacity in North America has grown significantly and we continue to explore opportunities to increase services in the region. Through our partnership with Tourism Fiji, we are investing in building awareness in the North American market, where Fiji is still relatively new for many travellers, showcasing why it is a must-visit destination and how easy it is to get here.”
The partnership will also leverage Fiji Airways’ membership in the oneworld alliance and its expanding codeshare agreements to open up new opportunities in emerging and niche markets.
“With Fiji Airways’ oneworld alliance membership and expanded codeshare agreements, we can also reach new travellers and explore joint opportunities to market Fiji in emerging and niche markets such as the United Kingdom and India, further strengthening Fiji’s global accessibility,” explained Dr Pant.
Tourism remains the single largest contributor to Fiji’s economy, accounting for around 40 per cent of national GDP and supporting more than 150,000 jobs—nearly one in three across the country. Fiji Airways plays a central role in that ecosystem, carrying approximately 70 per cent of all international visitors arriving by air.
Despite ongoing global uncertainties, the airline remains confident in maintaining stable operations and supporting continued tourism growth.
Scurrah said the carrier is closely monitoring international developments, including the evolving situation in the Middle East, but does not anticipate disruptions to its schedule.
“While we continue to monitor global developments that may affect the aviation sector, Fiji’s geographic location, relative isolation, and reputation as a safe, family-friendly destination continue to support strong travel interest,” he said.
“We intend to operate our full schedule as planned while continuing to support tourism, trade and connectivity for Fiji and the wider Pacific.”
Together, Fiji Airways and Tourism Fiji say they will continue to promote the destination’s unique blend of culture, natural beauty and hospitality to global audiences, while making it easier than ever for travellers to access the islands via Fiji’s national carrier.
