Fiji’s tourism industry recorded a new peak of 986,367 in annual visitor arrivals last year, marking a 0.3 per cent increase from 982,938 arrivals recorded in 2024.
The country’s top two source markets – Australia and New Zealand – continued to record the highest number of visitors with 452,422 (45.9 per cent) and 219,301 (22.2 per cent), respectively; and equated to an average of daily arrival of 1239 and 600, respectively.
Other source markets were USA that recorded 118,148 arrivals (12.0 per cent), Continental Europe – 32,757 (3.3 per cent), China – 28,602 (2.9 per cent), Canada – 20,466 (2.1 per cent) and United Kingdom – 13,607 (1.4 per cent).
“These countries accounted for 89.8 per cent of the total visitor arrivals for 2025 and remain the major source markets for Fiji,” the Fiji Bureau of Statistics (FBoS) stated in its 2025 provisional visitor arrivals statistics released this week.
It noted holiday makers accounted for the most travellers at 779,447 (79.0 per cent), followed by visiting friends and relatives (VFR) – 80,871 (8.2 per cent); then those who came for business purposes – 21,513 (2.2 per cent); and 103,320 (10.6 per cent) visited Fiji for other reasons.
The month of August recorded the highest arrivals of 99,737 (10.1 per cent), followed by the months of July – 99,311 (10.0 per cent) and June – 92,693 (9.4 per cent).
The FBoS statistics also noted peak arrival months by country, with arrivals from Australia the highest in July with 44,972 visitors; arrivals from New Zealand peaked in August with 26,431 visitors; June for USA with 12,588 visitors; August for Continental Europe – 3208; Canada – July with 1968 visitors; and UK – August with 1614 visitors.
The majority of visitors were in the age range of 25-64 years (59.4 per cent), accounting for the vast majority of the working age population.
Tourism Fiji chief executive officer Dr Paresh Pant said looking ahead to this year, the global travel environment was expected to become increasingly competitive.
He said there would be intensified destination marketing from competitors, greater airline capacities out of primary source markets Australia, New Zealand the USA to competing destinations and travellers placing higher expectations on value, sustainability and experience differentiation.
“In response, Tourism Fiji will remain focussed on reaching out to our core target segments, sharper digital and trade-led conversion, and deeper airline and industry partnerships, ensuring strong product alignment and consistent delivery on the Fiji promise,” Dr Pant said in the latest Tourism Fiji update.
“We have embarked on a journey that will improve the spread of tourism benefits throughout Fiji. We will revive and reboot our Fiji Matai Program and focus on high-yield meetings, incentive, convention and exhibitions (MICE) segment.”
He said continued collaboration would be critical as they worked together to protect market share, grow demand and position Fiji strongly in the year ahead.
