Tourism Fiji has been growing from strength to strength over the years.

Last year the Tourism Fiji through their Public Relations effort has generated an estimated AU$14,534,264 in PR value.

Global Public Relations Manager Patricia Mallam said, “This is which we’re using to benchmark ourselves to surpass this year.”

She added the figure is a minimum based on an independent research.

Ms Mallam added there is a tough market competition as holiday destinations such as Fiji is punching way above its weight in terms of the budgets.

“The travel media landscape is very competitive. When up against our competitors like Hawaii, Tahiti, Mauritius and Maldives who have bigger budgets, the onus is on us to work smarter with the resources we have to maximize our reach,” she said.

There is a needed boost to strengthen the public presence in the international markets.

“We need to align all messages to further play up on the strength of Fiji, such as its pristine natural beauty, its diverse cultural offerings, the people and more so the experiences when these key elements are combined,” Ms Mallam said.

Education is needed to equip International agencies with relevant, accurate information, deepening their understanding of Fiji and the products.

“Creative big ideas that will appeal to our target audiences in the markets. Strategic integration of social media tools in our activities,” she said.

The Tourism Fiji Communications Summit started yesterday in Nadi with their global PR agencies from Asia, Australia and the USA.

The weeklong event ends this Friday.