The China team of Tourism Fiji has been named 'PR Team of the Year' at the TravMedia Asia Awards 2026.
The award recognizes the Tourism Fiji China team’s work in promoting Fiji as a leading travel destination across Asian markets. The team beat six other finalists and became the first winner from the Greater China region, as well as the first representing a remote island destination, to take home the title.
Fiji’s marketing team led dozens of interviews and press and influencer trips, generating nearly 1,400 media stories and billions of views. In Israel, too, Fiji’s embassy has recently been active in promoting tourism to the islands.
Fiji, an archipelago of tropical islands in the heart of the Pacific Ocean, knows how to sell a dream of white beaches, turquoise waters and warm Pacific hospitality. But behind those Garden of Eden images lies a great deal of hard marketing work, aimed at bringing that dream into the minds of millions of travelers around the world. Now that effort is earning international recognition.
1,400 Stories and Billions of Views
The numbers show just how big the effort was. Between August 2025 and July 2026, the team secured 35 media interviews and organized 22 familiarization trips to Fiji for journalists and social media influencers. The goal was to let guests experience the country up close, get to know the local culture and return home with stories and photos that would inspire others to follow in their footsteps.
The result: nearly 1,400 media stories and mentions. According to Tourism Fiji, the equivalent advertising value exceeded 21 million dollars, while total reach and cumulative views across Greater China markets came to 13.11 billion.
It is worth distinguishing between media exposure and the number of travelers who actually arrived. The figures reflect the scale of Fiji’s media presence, but on their own they do not show how many tourists the campaign brought to the country.
More Than Just Pretty Beaches
Tourism Fiji CEO Dr. Paresh Pant said the award highlights the importance of strategic communication and close cooperation with the media in building Fiji’s international standing.
According to Pant, tourism marketing is not just about showing up in photos and headlines. The goal is to build a meaningful connection between travelers and the destination, and to encourage them to get to know its people, its culture and its natural treasures. In other words, not only to make people dream about an island vacation, but to convince them to pack a suitcase and board a plane.
Vincent Zheng, Tourism Fiji’s Regional Director for Asia and the Global Chinese Market, credited the success to the team’s dedication and to the relationships it has built with journalists and industry partners. The organization plans to keep developing innovative marketing approaches to attract more Chinese travelers and strengthen Fiji’s presence in Asian markets.
Another International Win
The new award joins a list of earlier achievements for Fiji in the Chinese travel industry. In 2025, the country was named Best Island Destination for Leisure at the China Travel Agent Awards. It also won Best Island Destination for MICE (meetings, incentives, conferences and events) at the China MICE Golden Chair Awards.
For Fiji, the Chinese market is a key arena in its effort to widen the circle of international visitors. The latest award recognizes not only the beauty of the islands, but also the ongoing behind-the-scenes work of turning that beauty into a real reason to book a vacation.
In the end, even paradise needs good PR. And in Fiji’s case, it seems the message is traveling very far indeed, well beyond the Pacific horizon.