THE exchange of culture through music between the US and Fiji has resulted in a growth in visitor arrivals and increased visits by Fijians to the American continent.
And this is one of the reasons the US ambassador to Fiji, Frankie Reed, says she continues to bring American artists to the country.
"I think artists communicate much more than any other segment in society," she said.
"You can see Americans come and sit in and jam with bands here. I brought in an opera singer and pianist from New York and we had Fijian musicians play the piano with him.
"It's an almost instantaneous exchange."
Speaking at the first American Road Show for the West which was held last Friday at the New Nadi Farmers Club, she said cultural and music groups from Fiji had also made a positive impact by increasing awareness about Fiji to the US.
Ms Reed said the roadshow was unique because it brought the embassy to the people.
People living in Nadi had access to visa application information, education and scholarships in the US, the Peace Corps and commercial services.