Ili Matatolu recently joined The University of the South Pacific from Tourism Fiji, where she was Regional Director (The Americas) from 2007 to 2013. Her marketing role in the United States included directing the implementation of Fiji’s marketing plan and developing strategic partnerships for the national tourist office, targeted at increasing Fiji’s market share of the lucrative US outbound market. She has a Bachelor of Tourism (Hons) from James Cook University in Australia.
She also holds a Bachelor of Arts from the University of the South Pacific (Geo/Eng). Prior to her Los Angeles posting, Ms Matatolu was Tourism Fiji’s Regional Director for the Australian market from 2002 to 2006, based in its Sydney office. During her 5-year stint with Fiji’s national tourist office in Australia, Ms Matatolu worked closely with the Australian and Fiji travel and trade partners to achieve positive increases in visitor arrivals. Her tourism industry background includes practical experience in the area of tourism marketing, event management and niche tourism.
Research and Scholarly Interests
- Tourism Marketing: destination marketing and marketing strategy; marketing communications; social media; digital advertising; B2B marketing; and brand management and positioning.
- Events Management: special events management, conference and incentive marketing, and destination research.
- New Business Developments: niche markets, strategies
- Tourism Impacts on the Environment
Matatolu, I.S. (2002) Fiji Me Global Branding Research Program, Fiji Visitors Bureau and Samuelson Talbot.
Matatolu, I.S. (2003) Fiji Market Research Projects: MICE Market Fiji Visitors Bureau and Stollznow Research.
Matatolu, I.S. ( 2003) Fiji Market Research Project: The Value of the VFR Market to Fiji; Fiji Visitors Bureau and Stollznow Research.
Matatolu, I.S. (2004) Fiji Market Research Project: Weddings and Honeymoon Market; Fiji Visitors Bureau and Stollznow Research.
Matatolu, I.S. (2008, 2011) Travel styles Research on Fiji’s Best Prospects from US and Canadian market; Fiji Visitors Bureau and Menlo Consulting.