The airline war has begun and the main beneficiaries will definitely be the people wishing to travel overseas and Fiji's tourism sector.

Two new airlines start on the Fiji route within the next 24 hours.

V Australia starts today and the first Continental Airline flight arrives in Nadi tomorrow.

As these airlines make their inaugural flights to the country, Fiji's international airline, Air Pacific has today unveiled its new brand showcasing the airline's new tag "The World's Friendliest Airline".

Air Pacific's Managing Director and CEO John Campbell said the launch of Air Pacific and Pacific Sun's new brand follows a number of initiatives targeted at providing greater value for customers.

This include the completion of the interior refurbishment program on all aircraft valued at $15 million, establishment of a global contact centre in Fiji where local and overseas customers get a Fiji experience from the first contact, new meals, wines and beverage selections in-flight, increase in baggage allowance to 23 kgs per person, expansion of Pacific Sun's domestic services and launch of the new Nadi-Hong Kong and Apia-Honolulu services.  

Air Pacific operates a fleet of Boeing jet aircraft and ATR42-500's to 16 destinations in 11 countries.

Pacific Sun services domestic routes also has flights to Tonga, Funafuti and Port Vila.

Still on airlines,

Virgin Blue Airline Group's premium long haul airline, V Australia will arrive at the Nadi International Airport at 2:20pm today bringing with it a full plane load of eager tourists, the Australian media and VIP guests on its first flight from Sydney.

Today's inaugural flight marks the beginning of new daily services which will add an additional 181 seats a day between the two cities and will further compliment the current Pacific Blue flights from Brisbane, Melbourne and Adelaide to Fiji.

V Australia Executive General Manager Scott Swift who will be onboard today's flight said the Virgin Blue Airline Group has had a long relationship with Fiji ever since Pacific Blue commenced services in September 2004.

Swift said they are fully committed to the market and V Australia's launch today signals the start of more options for travelers between Australia and Fiji.

He said as a growing airline group they have always had enormous support from Fiji across all sectors including business, government, tourism and trade.

Tourism Fiji's Regional Director Australia Paresh Pant said the new services will undoubtedly accelerate Fiji's steadily growing visitor numbers from Australia.