SO, we are seeing a change in the demography of our tourists? That’s interesting, and significant.
The latest ANZ Pacific Insight report by ANZ economists Tom Kenny and Kishti Sen reveals a shift in who is visiting our shores.
There has been a notable increase in the number of visitors aged 65 years and over, and a decline in our traditional visitor segment of young families.
“Fiji’s traditional visitor segment has been young families,” the economists noted. “People in the 1–14 years and 25–49 years cohorts accounted for 61.2 per cent of all arrivals in 2019. But that percentage has steadily dropped to 58.6 per cent in 2024 and currently stands at 57.7 per cent.”
At the same time, the number of visitors in the 65 plus age group has been rising.
“In 2019, this cohort reached 77,115 and accounted for 8.6 per cent of all short-term travellers.”
That figure now stands at 113,302, or 11.5 per cent of total visitors, up 46.9 per cent on 2019 arrivals.
It seems this is the only age group that has been consistently increasing since we reopened our borders in late 2021.
The economists also highlight that this 65 plus segment “is now the highest of all age groups visiting Fiji, up from fourth in 2019”. Other age brackets, they observed, have lost their growth momentum after an initial rebound following the pandemic.
What does this tell us? Our appeal is expanding beyond our traditional family-focused image. Older travellers, retirees, senior couples, or extended family groups with grandparents, are choosing Fiji more than ever before. The report suggests we may be benefitting from “multigenerational travel”, where senior members travel with younger relatives.
That is an encouraging trend, but it also raises important questions about how we position our tourism strategy moving forward. While the rise in senior travellers is positive, we must not lose sight of our traditional customer base, the young families who have long been the backbone of our visitor arrivals. To regain momentum in that segment, the authors suggest, and we agree, that we must realign our strategies, from marketing and promotions to product development and pricing. This means strengthening our image as an ideal destination for families, with activities, attractions, and accommodations that cater specifically to them.
We must also address our room shortage challenge. A strong tourism sector depends on capacity, more rooms, better facilities, and competitive pricing. Expanding our accommodation base will allow us to welcome both family groups and older travellers comfortably.
Strategic planning is important. Timing promotional campaigns around school holidays, offering family-friendly packages, and ensuring a range of budget options can help bring back the family traveller. At the same time, we must continue to invest in accessibility, healthcare, and leisure options that appeal to senior tourists.
Both segments matter. The balance between them will shape the sustainability of our tourism industry for years to come. Ultimately, our success will not only depend on how many people we attract, but how well we look after them. Service excellence, genuine hospitality, and a safe, welcoming environment will keep visitors returning, and spreading the word about our beautiful islands.
Tourism remains Fiji’s lifeblood. The shifting demographics of our visitors offer a challenge and an opportunity. We are reminded that our industry must evolve, adapt, and innovate. If we get it right, we can build a tourism model that is inclusive, resilient, and sustainable, celebrating our diversity of visitors while ensuring the benefits flow to every Fijian.
For the future of our tourism industry, we should be reading the signals, plan wisely, and make sure that when visitors come, they leave wanting to return.
