Nadi, Fiji – November 2025 – Fiji has been recognised as the “Strategic Partnership Destination of the Year” at the 2025 Trip.com Global Partner Awards in Istanbul, Türkiye. Tourism Fiji was the only National Tourist Office representing a long-haul island destination to receive this prestigious accolade, highlighting the country’s strong growth and innovative engagement strategies in key Asian markets.
Dr. Paresh Pant, CEO of Tourism Fiji, said: “This award reflects the progress we have made in positioning Fiji as a must-visit island destination for travellers from Asia and beyond. Through strategic partnerships, targeted marketing, and a focus on delivering authentic, culturally rich experiences, we continue to enhance the appeal of Fiji and encourage more visitors to explore its natural beauty, vibrant culture, and warm hospitality.”
The recognition underscores the broader benefits to Fiji’s tourism industry. By strengthening its presence in the Asian market, Tourism Fiji has expanded awareness of the nation’s unique offerings and positioned Fiji as a long-haul premium destination. Initiatives with Trip.com Group have included targeted campaigns across Mainland China, Hong Kong SAR, Singapore, Japan, and among Chinese-speaking communities in Australia, New Zealand, and North America. These campaigns have successfully increased visitor interest and bookings during key periods such as Chinese National Day and Chinese New Year, supporting sustainable growth for Fiji’s tourism sector.
In Japan, collaboration between Tourism Fiji and Trip.com leveraged the annual Double 11 shopping and travel period, promoting Fiji’s coastal scenery and cultural experiences through social media and targeted airfare incentives on the Tokyo–Nadi route. The campaign led to stronger engagement and higher conversion rates, demonstrating how coordinated marketing efforts can directly drive visitor arrivals and economic impact for the country.
Vincent Zheng, Regional Director of Asia and Global Chinese Market, added: “Our Asia-focused strategies have emphasised experience-driven products and enhanced engagement with travellers. By working closely with Tourism Fiji, we aim to create memorable journeys that not only attract first-time visitors but encourage repeat travel to Fiji, supporting long-term growth for the industry.”
This award highlights the strategic role of partnerships in growing Fiji’s tourism footprint and the direct benefits to the industry. Enhanced visibility in competitive markets, increased arrivals from high-value segments, and a stronger connection with travellers seeking immersive cultural and natural experiences all contribute to the country’s economic development and global reputation as a premium island destination.
Tourism Fiji and Trip.com Group will continue to deepen their collaboration through innovative travel products, joint marketing campaigns, and enhanced end-to-end visitor experiences, ensuring Fiji remains a top choice for travellers seeking unforgettable, culturally enriching, and sustainable island holidays.
