Fiji's Tourism Industry Shifts to High Value-Add and Sustainability with a Series of Large-Scale Facility Investments

Fiji's tourism industry is shifting from recovering tourist numbers to improving value-add and sustainable growth. As of 2026, driven by solid demand, large-scale renovations of resort facilities, introduction of new experiential programs, and infrastructure investments centered on sustainability are progressing in various places.

## Record Highs Reached
Annual visitor arrivals in 2025 reached a record high of 929,740, up 4% year-on-year, exceeding expectations. Total travel spending reached 3.3 billion Fiji dollars. Visitor numbers in January-February 2026 also got off to a good start, increasing by 8% to 133,040.

### Deploying an Emotion-Appealing Brand Strategy
For the global market, the campaign "Where Happiness Comes Naturally" is capturing consumers' hearts. In the Japanese market, the unique brand strategy "Be Fiji" has been rolled out to deepen the emotional connection with Japanese travelers.

In addition, the "Find your Bula" promotion was implemented for the travel industry. Reaching 1.2 million travel agents worldwide, it has built a strong foundation for converting into actual bookings.

### Significant Increase in MICE and Luxury Segments
In the core tourism sector, MICE (corporate incentive travel, international conferences, etc.) visitors in 2025 recorded a significant increase of 15% year-on-year. Weddings and honeymoons continue to be a solid pillar, and the number of luxury segment arrivals is steadily increasing.

The country is currently advancing a paradigm shift from merely pursuing tourist numbers to coexisting with local communities. They are advocating for comprehensive growth through support for SMEs and regional development, building a system where the benefits of tourism are widely distributed. In the future, they aim to maintain long-term competitiveness by enhancing the overall value of tourism and deepening their global sales network.

### Developing the Off-Peak Season and Extending Stays are Key Challenges
Developing travel demand during the off-peak seasons (February-May, October-November) has been cited as an important growth opportunity for 2026. The average length of stay in 2025 has extended to 9.2 nights, and they aim to increase revenue by further extending stays and developing emerging markets.

At the recently held "Fiji Tourism Exchange (FTE)", more than 3,300 business meetings took place, serving as an efficient venue to build partnerships with global travel companies. Against the uncertainties of global affairs, the "Tourism Action Group (TAG)", a collaboration between the government and industry, is focusing on maintaining tourist confidence and supporting demand.