FIJI’s growth in the tourism sector will depend on stronger coordination between stakeholders, says Minister for Tourism and Civil Aviation Viliame Gavoka.
Speaking at the Tourism Industry Day in Nadi, Mr Gavoka said demand for Fiji as a tourist destination was still strong but sustaining that demand was critical.
“The world still wants to come to Fiji,” he said.
“But the question before us now is not simply how do we attract more visitors?
“How do we translate that demand into greater and more sustainable value for Fiji?”
He said collaboration between destination marketing, aviation capacity, accommodation investment, competitive tourism products and the quality of the visitor experience was key.
“Our ambition must be value over volume, quality over quantity, and authentic Fijian experiences that distinguish us from every other destination competing for the same traveller.”
Mr Gavoka also acknowledged the tourism industry’s engagement during the introduction of the five per cent Tourism Services Tax and reaffirmed the Government’s commitment to clear communication and continued consultation during its implementation.
He said aviation remained fundamental to Fiji’s tourism industry, with air connectivity, route competitiveness and airline capacity determining the country’s ability to convert international demand into visitor arrivals.
“Tourism is our vuvale. Government, Tourism Fiji, Fiji Airways, our hotels and operators, investors, SMEs, communities, and every Fijian who welcomes a visitor and shares a little of our home with them, we are all part of it.”
Fiji welcomed a record 986,367 visitors in 2025. In July 2026, the country recorded 105,791 visitor arrivals, exceeding 100,000 visitors in a single month for the first time.
