THERE’S no doubt that Fiji has long mastered the art of postcard perfection.
Our aquamarine waters, swaying palms and warm, friendly smiles have graced countless brochures and screens, captivating the hearts of visitors from around the world.
But in a fast-evolving travel landscape where visitors want more than beauty shots and cocktail views, we’re now being asked a harder question: what else is there to do?
As chief executive of the Fiji Hotel and Tourism Association (FHTA), I speak to operators across the spectrum daily.
Whether they’re large hotel chains, family-run island stays or tour, ferry and activity operators, one common thread unites the feedback: visitors are demanding experiences beyond poolside cocktails.
They want more than a hammock and a happy hour. They want a connection. Exploration. Even a bit of the unexpected.
Fiji is in good company on the global tourism map. According to Expedia’s latest Island Hot List for 2025, global island travel interest is up about 30 percent, with Aruba, Bali, Dominican Republic, Fiji, Jamaica, Koh Samui, Maldives, Oahu, Paros and Sardinia top of the 2025 list.
Adventure trails, cultural immersions, budget luxury and unique nightlife experiences are what today’s traveller is searching for, and no doubt looking to up the ante and add to their IG, FB and Twitter feeds.
And while it was wonderful to see Fiji included in the top ten, recognised for our community-driven village stays, we cannot afford to stand still and let the competition pass us by. And passing us by quickly because we have a majority of disadvantages, they do not. How are they doing this? Bali offers smooth visa-on-arrival processes and promotes holistic wellness retreats at every price point.
Jamaica, tapping into its cultural roots, has been successfully marketing Kingston’s UNESCO-listed music heritage as a tourism drawcard.
Even the Dominican Republic, with its well-worn sun-and-sand identity, is now promoting mountain-to-sea eco-trails that blend hiking with cultural stops. But perhaps the most striking shifts are happening in places like Vietnam, where culinary tourism has become an economic powerhouse.
Visitors there don’t just sample pho—they queue for it in bustling alleys, join local cooking classes or ride scooters to family-run eateries offering unforgettable $2 meals. The appeal isn’t just price. It’s depth. It’s authenticity. It’s the feeling of being invited in.
Destinations like Vietnam, Thailand, and Cambodia have mastered the art of high-value, low-cost experiences.
From street food tours to temple trail adventures, they create immersive journeys at a fraction of the price many Pacific islands can offer.
And yet, they do so with charm, precision and storytelling that hooks the traveller’s imagination.
The result? These places are seeing longer stays, wider travel dispersion across regions and repeat visitation from savvy travellers who are now comparing cost and experience on equal footing.
Fiji must take note.
We cannot rely solely on our natural beauty, or on our wonderfully warm people—we must diversify the “experience portfolio”.
That means curating food trails that highlight Fijian-Chinese fusion, Indo-Fijian street eats and traditional lovo or seafood preparation. There might even be a place (far away, hopefully) for our ubiquitous barbeques. It means turning our arts, heritage and local enterprise into living, breathing encounters.
It means giving travellers more reasons to step out of the resorts and into the heart of our communities, towns and cities.
Yes, we face constraints. Higher operating costs. Limited scale. Geographic challenges. But we also hold distinct advantages: unmatched warmth, layered cultural narratives, and ingredients and environments that have the power to surprise and delight when thoughtfully presented.
Tourism cannot do this alone – municipal councils must wake up from their deep sleep and rate collection-focused mentalities and be the catalysts for this transformation.
With smart thinking, safe infrastructure and strategic partnerships, we can turn casual eating into unforgettable experiences that showcase Fiji’s unique culinary landscape.
They could play a pivotal role in transforming food trails and night markets from ad hoc gatherings into thriving tourism magnets with designated zones & pedestrian flows that allocate vibrant, walkable precincts for night markets and food trails—near transport hubs, cultural sites, or waterfronts (think about all that wasted space at night with the Suva City Council waterfront carpark).
By investing in multi-use Infrastructure, flexible spaces with power, water and waste systems, they could support pop-ups, artisans and food vendors seasonally or year-round, where curated cultural offerings would include our favourite Indian snacks, Chinese and Fijian eateries and desserts like our cassava cakes, pineapple pies and barfi that have become local staples.
With better event synchronisation, we could align food-focused events, cultural festivals, even our island women’s handicraft expos and sporting events with large cruise arrivals, or long weekends to maximise visitor turnout and economic ripple effect.
When municipal councils move from being gatekeepers that knock off at 5pm to active enablers, they help shape experiences that linger in memory and social media feeds alike.
It’s not just about food and cultural immersion—it will enable more direct connections and visibility.
That doesn’t mean that other offerings aren’t needed – boat trips, diving, snorkelling, spa days, cultural shows, island hopping and adventure trails and sports all offer their unique experiences.
But we need more. In contrast, destinations like Hawaii and French Polynesia have invested in rotating event calendars, surf clinics, language classes, culinary workshops, local craft trails and small-scale eco-attractions.
These not only give returning guests something new, they also spread the economic benefits to smaller communities and local entrepreneurs – think about the ripple effect of week-long festivals on communities, families, taxis, buses, small shops, hire companies, lighting and sound technicians, security, entertainers, cleaners, etc.
We have enormous potential to do the same and arguably to do it better, because our tourism industry is uniquely community embedded. Fiji’s warmth isn’t a slogan, it’s a living, breathing experience.
And when we look at how tourists are now choosing destinations, authenticity and trust rank just as high as affordability and aesthetics. That gives us an edge, if we’re willing to develop it properly.
Imagine a visitor’s itinerary that includes a storytelling night in a village where local legends are passed down around a fire. Or a day trip that starts with harvesting ingredients in a community garden and ends in a cooking session with a matriarch teaching traditional recipes.
Think of smaller museum versions or pop-up historical exhibitions in regional towns that showcase our complex history and diverse identity, from indentured labourers to seafarers, missionaries and migrants. Picture river safaris with commentary from local guides who explain the significance of each landmark, or nature treks led by youth rangers from conservation groups.
These aren’t far-fetched ideas. They’re absolutely doable, as I have just seen firsthand at an eco tourism resort in the Yasawa Islands that has expanded successfully to include immersive marine education, diving with sharks and understanding conservation with cultural insights.
Tourism Fiji continues to raise the bar with compelling overseas marketing, capturing hearts and imaginations across the globe.
Fiji Airways is consistently enhancing our air connectivity, making travel to our shores smoother and more accessible than ever. And our hotels and resorts—whether sprawling beachfront properties or boutique island escapes—are doing an exceptional job of hosting, feeding and delighting guests with warmth and professionalism.
But beyond the room key and welcome drink lies an often-overlooked gap: what fills the space between arrival and departure?
Visitors are seeking memorable, meaningful, and varied experiences—those unexpected moments that transform a vacation into a lifelong story.
So the question is: who builds those stories? Who curates the food trails, sets up the cultural showcases, maintains the walking paths, and programs the night markets?
Who ensures that each activity is sustainable, safe and ready to stand on the world stage?
The answer isn’t a single agency or operator. It’s all of us.
We are, after all, in a competitive region.
French Polynesia sells romance. Vanuatu promotes its volcanoes and adventure hikes. The Cook Islands bank on their isolation, hypnotic dancing and serenity.
And increasingly, these destinations are adding new layers to their offerings – art festivals, marine conservation tours, cycling trails and even digital detox retreats.
If we don’t match that pace, we risk stagnation. The good news is that we’re not starting from scratch. Our cultural foundations are solid. Our people already understand the importance of storytelling, of hosting, of sharing.
What we need now is coordination, training and support. We need to align our marketing with our actual offerings. There’s no point in promising ‘beyond the postcard’ if what’s available is still mostly beach and buffet. If other destinations are blending affordability with immersion, Fiji must blend exclusivity with soul.
That’s where our promise lies. Going beyond the postcard is no longer optional.
It’s a competitive imperative.
