FIJI needs to recognise the efforts of national carrier Air Pacific for the tourism industry and the overall economy rather than focus on the loss recorded, says Tourism Fiji chairman Patrick Wong.
He said Air Pacific had established itself as an important Fiji icon and deserved the country's full support.
He said the airline had been at the forefront of cooperative marketing with Tourism Fiji, having spent an equivalent of $35million in marketing and promotion of destination Fiji last year.
"We need to assess Air Pacific's value to Fiji's needs and the value to growing the industry," Mr Wong said.
"Air Pacific has been instrumental in leading major initiatives across key markets in our recovery process through the course of the last 18 months.
"Our national carrier is dedicated solely to Fiji and while added capacity to Fiji is imminent, Air Pacific's continued viability and growth is fundamental to the ongoing success of Fiji Tourism."
Mr Wong said Air Pacific's contribution to the economy was second only to tourism in foreign exchange earnings and highlighted the vital role the airline played in the economy.
He said the airline was Fiji's primary means of transport to the outside world and was a critical link not only for Tourism but for cargo, trade and investment.
He said Tourism Fiji would continue to work closely with Air Pacific in growing existing markets and expanding into new markets".
"The airline continues to forge new alliances with airlines, the latest in the code-share arrangements with Cathay Pacific, and has committed to partnerships with the tourism industry to deliver on our targeted billion dollar foreign exchange earnings for the country", he said.
"Air Pacific remains committed to expand Fiji as an aviation hub and distribute tourism benefits widely throughout Fiji.
"Tourism Fiji will continue to work closely with Air Pacific to grow Fiji's profile on the global stage".
