It is encouraging to learn that our tourism industry recorded a new peak of 986,367 annual visitor arrivals last year, marking a 0.3 per cent increase from the 982,938 arrivals recorded in 2024.
That is a positive way to begin the year, and more importantly, it provides a clear benchmark against which we can measure progress and refine our strategies going forward.
Early figures matter because they sharpen focus. They give policymakers, industry leaders and Tourism Fiji a clearer sense of what is working, where growth is coming from, and where renewed effort is required.
In a highly competitive global travel market, clarity is a valuable asset.
Australia and New Zealand remain our two most important source markets, continuing to deliver the highest number of visitors.
Australia accounted for 452,422 arrivals, representing 45.9 per cent of the total, while New Zealand contributed 219,301 visitors or 22.2 per cent. That translates to average daily arrivals of 1239 Australians and 600 New Zealanders. These figures highlight the importance of protecting and strengthening our ties with our closest neighbours, whose proximity and familiarity with Fiji continue to sustain the industry.
Beyond the Pacific, other key markets also performed strongly. The United States recorded 118,148 arrivals (12 per cent), followed by Continental Europe with 32,757 (3.3 per cent), China with 28,602 (2.9 per cent), Canada with 20,466 (2.1 per cent) and the United Kingdom with 13,607 (1.4 per cent). Taken together, these markets accounted for 89.8 per cent of total visitor arrivals in 2025, according to provisional statistics released this week by the Fiji Bureau of Statistics.
Arrivals from the United States are particularly encouraging given the long travel time compared with our nearer neighbours. With new air routes opening and greater connectivity on the horizon, there is real potential for this market to grow further if we continue to market Fiji effectively and deliver value for money.
The data also shows that holidaymakers remain the backbone of the industry, accounting for 779,447 visitors or 79 per cent of arrivals. Those visiting friends and relatives made up 8.2 per cent, business travellers 2.2 per cent, and visitors arriving for other reasons 10.6 per cent. Seasonally, August recorded the highest arrivals at 99,737, followed closely by July and June, reinforcing the importance of peak winter travel from major markets.
Tourism Fiji chief executive officer Dr Paresh Pant has warned that the global travel environment is becoming increasingly competitive. Other destinations are intensifying their marketing efforts, airline capacity is expanding out of Australia, New Zealand and the United States to rival locations, and travellers are demanding better value, stronger sustainability credentials and more distinctive experiences.
This is where national engagement becomes critical. Tourism is not just the responsibility of Tourism Fiji or resort operators. It is a collective endeavour. We must consistently live up to expectations by offering a seamless, safe and welcoming experience from arrival to departure. That means efficient systems, reliable infrastructure, environmental protection and the warmth that has always defined Fiji’s appeal.
Dr Pant has outlined plans to revive and reboot the Fiji Matai Program and to focus on high-yield meetings, incentives, conventions and exhibitions. These initiatives recognise that tourism is ultimately about people.
The message is clear. Success has given us momentum. If we stay engaged, protect what makes Fiji special and continue to greet the world with that unmistakable bula spirit, the rewards will extend far beyond arrival numbers.
They will be measured in repeat visits, sustainable livelihoods and a tourism industry that continues to uplift us all.
