Tourism Fiji is shifting its focus from visitor volume to ‘value-led growth’ to combat rising costs and secure sustainable economic benefits from its tourism sector.
The strategy emphasises attracting high-yield segments, such as premium leisure and MICE travellers, while diversifying markets to reduce dependence on Australia and promoting regional development.
The Fiji Bureau of Statistics (FBoS) released visitor arrival figures for March this year with the country welcoming 71,765 visitors for the month – a record for any March month, up 12 per cent on the same period in 2025 and 4 per cent on 2024.
Australia and New Zealand continue to be leading the charge, accounting for 43 per cent and 17 per cent of arrivals, respectively, with year-on-year growth of 17 per cent and 15 per cent.
According to Tourism Fiji chief executive officer Dr Paresh Pant, digital engagement reflected the same momentum.
He said Tourism Fiji’s website had logged 6.24 million sessions for far this year, up 16 per cent year-on-year.
He added average session duration had risen 22 per cent, a signal that travellers were moving from curiosity to commitment.
“Booking referrals have also increased. Search data also supports the story with searches for “things to do in Fiji” spiking 242 per cent in recent months.
Below is a brief interview The Fiji Times had with Dr Pant – who is attending the 2026 Global Sustainable Tourism Conference (GSTC) in Phuket, Thailand.
FT: With Australia contributing 43.1% of March arrivals (30,964 visitors), what specific strategies are in place to diversify source markets and mitigate the risk of over-reliance on a single country?
Pant: Australia remains a strong core market, but diversification has been well underway for several years with offices and representation in our key markets. We continue to see encouraging growth from New Zealand, North America, China, United Kingdom and emerging markets, supported by increased air capacity from Hong Kong and Vancouver, alongside targeted campaigns to broaden our visitor base. The fact remains that short haul markets for most destination remain their largest visitor source market. Comparatively, Australia has a larger population base than New Zealand that explains the relative split in visitor numbers from our short haul markets.
FT: Recent statistic from the FBoS and also the ADB have been reporting a shift towards older and multi-generational travellers. How is Tourism Fiji adapting its marketing and product development to cater to this segment while also re-engaging younger, traditional demographics?
Pant: We are adapting by promoting experiences that appeal across generations such as wellness, culture, soft adventure and premium relaxation. At the same time, we continue to invest in digital channels and content that resonate strongly with younger travellers. The goal is to ensure Fiji remains relevant and compelling across all age groups that have an interest in the wonderful product offers that Fiji has.
FT: Considering recent investments in marketing toward India, what specific progress has been made in improving flight connectivity and tailored experiences for this high-potential market?
Pant: India remains a high-potential market. However, our approach would benefit from refinement to ensure we are targeting the right traveller segments in a more cost-effective way.
FT: Industry experts have warned that growth is at risk without better infrastructure. How is Tourism Fiji coordinating with the Government to ensure that airport capacity and local services can handle the projected doubling of passenger volumes?
Pant: Tourism Fiji works closely with Government (led by line ministry – Ministry of Tourism and Civil Aviation) and industry partners to align growth with infrastructure planning. This includes ongoing coordination around airport capacity, visitor services and destination readiness to ensure we can sustainably accommodate future demand in the existing tourism regions.
FT: In terms of development in the Northern Division, the Vanua Levu project aims to boost tourism in the North, which currently only accounts for about 4% of the industry. What specific “quick win” milestones can we expect in the next 12 months for this region?
Pant: The World Bank’s 10-year funded NaVualiku program, administered with the Ministry of Tourism and Civil Aviation is tasked with this specific objective and the first phase has been actioned.
FT: While arrival numbers are at record highs, there are concerns about shrinking margins for operators due to rising local costs. What is the plan to ensure yield (in terms of total spend per visitor) grows alongside volume?
Pant: Our focus is on value-led growth. This includes attracting higher-yield segments such as MICE and premium leisure, encouraging longer stays, and promoting experiences that drive in-destination spend, ensuring benefits are felt across the value chain.
FT: What is Tourism Fiji’s visitor arrivals projection for this year considering the Middle East crisis and its rippling effects across different sectors and industries?
Pant: While global conditions remain fluid, forward bookings and aviation capacity indicate a positive outlook.
FT: How are Tourism Fiji and the Tourism Action Group (TAG) preparing for the potential ‘downturn’ (as projected by the ADB) due to global instability and rising fuel costs?
Pant: Tourism Fiji and TAG are taking a proactive and coordinated approach by closely monitoring global developments, maintaining flexible marketing strategies, and strengthening partnerships to respond quickly to any changes in the operating environment. It is worth noting that ADB’s projection is based on actual circumstances in the Asian region where Middle East carriers accounted for a sizeable volume of traffic to leisure destinations within these regions. Accordingly, the impact to their tourism industry has been impacted.
FT: What is Tourism Fiji’s message at present to its major source markets, potential markets and the world as a whole?
Pant: Fiji is open for business, operating as normal, and ready to welcome visitors with confidence. Our message is simple: Fiji offers a safe, accessible and welcoming destination where happiness comes naturally.
