TOURISM chiefs in Fiji and Sanya have agreed to work more closely on international trade events, as part of a broader partnership aimed at strengthening both destinations’ standing in long‑haul travel markets.
The cooperation was formalised through a Memorandum of Understanding, which also names Tourism Fiji as Sanya’s “Tourism Strategic Promotion Partner”. While the agreement spans branding and product development, officials from both sides point to trade shows and industry events as a practical starting point for closer ties.
Under the arrangement, Tourism Fiji and Sanya Tourism Board will take part in each other’s tourism exhibitions, roadshows and trade gatherings, allowing both destinations to raise their profile with tour operators, airlines and travel intermediaries. The aim is to create sustained visibility in key markets at a time when competition for international visitors is intensifying.
Tourism Fiji’s chief executive, Paresh Pant, said the partnership was part of a wider effort to strengthen Fiji’s position in Asia and other key source markets.
Pant said that Sanya was a well established international destination with strong expertise in destination development and market positioning, especially for attracting high-value Chinese travellers.
Opportunities exist to work more closely across branding, product innovation, and market activation to enhance the global competitiveness of both destinations, he said.
For Fiji, access to Sanya’s established trade networks offers a way to engage with Chinese and regional travel businesses. For Sanya, the relationship provides an opportunity to align with another long‑haul tropical destination that already has strong recognition in markets such as Australia, New Zealand and Europe.
Trade engagement is one of four areas set out in the agreement. Alongside joint marketing and product development, the two organisations plan to coordinate how they deploy staff and promotional resources to ensure the partnership moves beyond formal statements and into regular activity.
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From Sanya’s side, the agreement fits into a wider international outlook linked to policy changes in southern China. Huang Xing, Secretary of the Party Committee of the Sanya Tourism Board, said the partnership formed part of the resort city’s wider overseas engagement.
“Signing the MOU with Fiji is an important extension of Sanya’s international tourism cooperation layout,” Huang said.
“Next, relying on the opening-up policies of Hainan Free Trade Port, Sanya will continue to deepen cooperation with high quality global tourism destinations, promote the interconnection of tourism resources and the innovation and upgrading of products, and continuously enhance Sanya’s attractiveness and competitiveness as an international coastal tourism destination.”
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Trade shows and industry events are expected to play a central role. Officials say regular joint appearances will help both sides understand shifting demand patterns and tailor their offers more effectively, particularly in Chinese‑speaking markets.
Tourism Fiji’s Regional Director for Asia and the Global Chinese Market, Vincent Zheng, said: “This collaboration reflects a more structured and forward looking approach to destination cooperation.
“By aligning content, channels, and product development, we aim to improve market efficiency and engagement across China, the rest of Asia and wider Chinese-speaking markets, while delivering more sustainable long term growth outcomes for both destinations.”
