Sports tourism is increasing in visibility with potentials to diversify Fiji’s offerings to the global tourist market.
Commenting on the list of major achievements in the tourism sector during the year, Tourism Fiji chief executive officer Brent Hill said 2023 had been “extraordinary” and a lot of work had been put into solidifying Fiji’s reputation as “a premier global travel destination”.
As part of this, Tourism Fiji’s work in sports tourism have yielded solid results.
“The Sports Tourism Study highlights the positive impact of events like the Drua on Fiji’s tourism landscape, bringing in $67m to Fiji’s economy,” Mr Hill said.
“With the return of the World Surf League Championship Tour in August 2024 and the Melbourne Storm’s national rugby league match in February 2024, Fiji’s status as a top-tier sports destination receives a significant boost, reinforcing its appeal to the Australian and New Zealand markets.
“The success of the GoPro Summit in October 2023, featuring 50 creators amid Fiji’s stunning landscapes, not only captured a massive global audience but also highlighted the nation as a haven for adventure and creativity,” Mr Hill said.
“Additionally, Spartan Fiji in November 2023 contributed to Fiji’s diverse adventure landscape, bringing in an overseas contingent of over 2000 and contributing over $7m to our visitor economy, while showcasing the country’s growing prominence in hosting exhilarating events.”
Overall, Fiji received 846,920 visitors during the year, an achievement that is 12 months ahead of schedule, helped by the arrival of the new Fiji Airways A350s and reopening of routes to Canberra, Japan, Hong Kong and New Caledonia.
“As we conclude this remarkable year, we reflect on these achievements. I extend heartfelt gratitude to Fiji for an extraordinary 2023. A sincere shout-out to our visitors from the entire Tourism Fiji family, sending warm wishes for a festive, prosperous, safe, and joyful Christmas and New Year. Vinaka vakalevu,” Mr Hill said.
