Tourism Fiji is shifting its strategic focus from sheer visitor volume to value-led growth as it navigates a record-breaking but high-cost environment.
The new mandate, led by Tourism Fiji chief executive officer Dr Paresh Pant, focuses on high-yield segments such as MICE (meetings, incentives, conferences, and exhibitions) and premium leisure.
“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,” Mr Pant told this newspaper in an interview from Phuket, Thailand on Wednesday.
Recent statistics from the Fiji Bureau of Statistics (FBoS) reported a record arrivals for March this year of 71,765 visitors, with a notable shift towards older and multi-generational travellers.
Statistics revealed majority of visitors in March were in the age range of 25-64 years (65.2 per cent), which the FBoS stated accounted for the vast majority of the working age population.
And the predominantly retirement age group of 65 and over accounted for 13.3 per cent of the March visitor arrivals.
Mr Pant said Tourism Fiji was adapting to this shift towards older and multi-generational travellers by promoting experiences that appealed 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 age groups that have an interest in the wonderful product that Fiji has.”
Mr Pant said digital engagements on Tourism Fiji’s website had logged 6.24 million sessions so far this year – up 16 per cent year-on-year.
He said average session duration had risen 22 per cent, which he added was a signal that travellers were moving from curiosity to commitment.
He said booking referrals had also increased.
Mr Pant said they were also working closely with the Government through its line Tourism Ministry and the Civil Aviation Authority of Fiji, 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 tourism regions.”
