Tourism Fiji

Destination marketing agency of Fiji

Tourism FijiAgency overview

Formed| 2004
Jurisdiction| Fiji
Annual budget| $22 million FJD (2021-22)[1]
Minister responsible|

* Viliame Gavoka, Deputy Prime Minister

Agency executive|

* Brent Hill[2], Chief Executive Officer

Parent department| Ministry of Commerce, Trade, Tourism and Transport
Website| corporate.fiji.travel

Tourism Fiji is a Fijian government marketing agency responsible for promoting Fiji as a tourism destination abroad. Formerly known as the Fiji Visitors Bureau, the agency was established under the Tourism Fiji Act 2004 and is under the jurisdiction of the Ministry of Commerce, Trade, Tourism and Transport.[3][4]

The agency's head office which is located in Nadi, also maintains a presence overseas to target markets mainly in Australia, New Zealand, United States, Asia and continental Europe.[5]

## History

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During the 20th century, the Fiji Visitors Bureau which was formerly known at the time was established by the Tourist Commission and Visitors Bureau Act of 1969 and was given the responsibility to promote Fiji as a tourism destination abroad. The agency now known as Tourism Fiji, established by the Tourism Fiji Act of 2004 took on the responsibility and has been ever since focusing mainly on marketing Fiji.[6][7]

## Campaigns

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In November 2021, Australian actress Rebel Wilson was chosen by Tourism Fiji as the face of a tourism campaign called 'Open for Happiness'. The campaign which was the first since the start of the COVID-19 pandemic in Fiji featured the actress welcoming tourists back as the country announced the opening of its borders that year.[8][9]

## Controversy

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In April 2018, Tourism Fiji released a promotional video where a poster referenced the word toilet as 'vale ni lotu'.[10] The word which translates to church in the iTaukei language drew public outrage with many calling on the agency to take action against the person behind the video.[11] The video was condemned by Opposition Leader Ro Teimumu Kepa adding that she was disgusted that Tourism Fiji would allow the video to be published.[12] The agency later deleted the video and in a press statement apologised for the incident saying "Tourism Fiji takes full responsibility for the error and sincerely regrets any offence this post may have caused our fellow Fijians."[13] The staff behind the video was terminated.[14]

## References

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1. ^ "Tourism Fiji to work with allocated budget". Fiji Broadcasting Corporation. 22 July 2022. Archived from the original on 24 July 2022. Retrieved 11 January 2023.
2. ^ "Hill appointed Tourism Fiji CEO". Fiji Broadcasting Corporation. 12 July 2021. Archived from the original on 17 July 2021. Retrieved 11 January 2023.
3. ^ "Tourism". mcttt.gov.fj. Archived from the original on 6 December 2022. Retrieved 11 January 2023.
4. ^ "About us, Tourism Fiji". corporate.fiji.travel. Archived from the original on 11 May 2022. Retrieved 11 January 2023.
5. ^ "Who We Are, Tourism Fiji". corporate.fiji.travel. Archived from the original on 11 January 2023. Retrieved 11 January 2023.
6. ^ Mitchell, John (19 September 2020). "The history of Fiji tourism". FijiTimes. Archived from the original on 11 January 2023. Retrieved 11 January 2022.
7. ^ Tourism Fiji Act 2004 Archived 2022-07-28 at the Wayback Machine. Retrieved 11 January 2023
8. ^ "Rebel Wilson 'face of paradise' for Fiji reopening next week". NZ Herald. Archived from the original on 11 January 2023. Retrieved 11 January 2023.
9. ^ Journalist. "Fiji is 'Open for Happiness'". Fiji Broadcasting Corporation. Archived from the original on 3 December 2021. Retrieved 11 January 2023.
10. ^ "Anger as Fiji tourism ad swaps 'church' for 'toilet'". The Jakarta Post. Archived from the original on 6 December 2018. Retrieved 11 January 2023.
11. ^ "Anger, derision and red faces after Fiji tourism confuses worship and toilet". RNZ. 25 April 2018. Archived from the original on 11 January 2023. Retrieved 11 January 2023.
12. ^ Nasiko, Repeka (25 April 2018). "Outcry on Tourism Fiji error". FijiTimes. Archived from the original on 15 June 2018. Retrieved 11 January 2023.
13. ^ Nasiko, Repeka (25 April 2018). "Tourism Fiji apologises for mismatched promo". FijiTimes. Archived from the original on 6 August 2020. Retrieved 11 January 2023.
14. ^ Susu, Aqela. "Tourism Fiji staff terminated due to incorrect advertisement". FijiTimes. Archived from the original on 14 February 2019. Retrieved 11 January 2023.

## External links

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* Official website