PS Dr Taga Meets Tourism Fiji’s UK and Europe Regional Manager

The Permanent Secretary for Foreign Affairs and External Trade, Dr Raijeli Taga met with Tourism Fiji’s UK and Europe Regional Manager in London, Ms Jane West, to explore opportunities to deepen Fiji’s tourism market engagement across the United Kingdom (UK) and Europe.

The meeting signalled a renewed phase of collaboration between the Ministry and Tourism Fiji’s UK office, Tourism Fiji UK Ltd, which leads trade partnerships, tour operator engagement and market development in the region. Ms West briefed Dr. Taga on current initiatives with airline partners and tour operators, noting that while the UK and Europe currently contribute a modest share of overall visitor arrivals, they constitute a high‑value market with strong growth potential.

Discussions centred on targeted messaging and campaigns to position Fiji as a safe and premium destination, while ensuring that local communities and registered businesses are able to participate meaningfully in tourism opportunities. Both parties underscored the importance of better harnessing transit visitors, cruise passengers and multi‑centre itineraries, and of promoting Fiji’s boutique and luxury accommodation, film and entertainment offerings, and adventure and marine tourism products.

The role of Fiji Airways and its global partnerships was recognised as pivotal to strengthening connectivity from the UK and Europe. Ms West also highlighted opportunities in niche segments such as volunteer tourism, weddings and honeymoons, and cruise tourism.

Dr Taga welcomed the opportunity to work closely with Tourism Fiji and industry partners to align marketing efforts with the Fiji Government priorities, including compliance with licensing requirements, protection of Fiji’s environment, and ensuring that tourism growth translates into sustainable jobs and community benefits. She thanked Ms West for the comprehensive briefing and reaffirmed the Ministry’s commitment to supporting Tourism Fiji’s efforts to deepen market engagement in the UK and European markets.