FIJI, 17 JANUARY 2025: Fiji celebrates a successful 2024 with various milestones, including the welcoming of over 1 million visitors to its shores – the highest number ever recorded! Fiji welcomed 982,938 tourists arriving via air and 81,854 passengers arriving by cruise ships. The year saw an impressive growth trajectory for Fiji’s tourism industry, surpassing its target of 966,930.
The success of the cruise industry has been especially notable. The strong cruise sector has created immense economic value, supporting local communities and businesses across the nation. With continued collaboration, even greater returns are expected in 2025.
Tourism Fiji also achieved exceptional digital success in 2024. The organization saw record-breaking growth across its social media platforms starting the year with over one million followers. Website traffic also reached new heights with 8.93 million sessions in 2024, marking a 313% growth year over-year. Additionally, new brand videos launched in 2024 accumulated over 2 million views on YouTube within a month of launch, showcasing the effectiveness of the country’s refreshed brand messaging.
Fiji also garnered greater international visibility through the return of the renowned Corona World Surf League (WSL) Fiji Pro, the second Spartan Fiji Trifecta, and the first-ever NRL match held in Fiji. These high-profile events have reinforced the country’s standing as a top destination for both surfing enthusiasts and international sports fans. Moreover, securing the WSL Finals for 2025 promises continued global exposure for the country.
“Fiji’s achievements in 2024 are a true reflection of the dedication and collaboration across our entire tourism sector,” said the Hon. Viliame Gavoka, Deputy Prime Minister and Minister for Tourism and Civil Aviation. “From the expansion of routes by our airline partners like Fiji Airways, to the exceptional hospitality provided by our tourism businesses, and the continued strategic promotion by Tourism Fiji, these milestones are the result of a united effort. Together, we’ve surpassed our goals, making 2024 a standout year for tourism. With this momentum, we’re excited to carry it forward into 2025.”
Trade and industry partners have also shared in the celebration of Fiji’s tourism success. Victoria Hudson, Area Manager at Expedia Group remarked: “2024 has been an exceptional year for Fiji, with a 3% increase in room nights year-over-year. We’re already seeing promising trends in 2025, with visitation up by 10%. We’re excited to bring back travellers who know and love Fiji, as well as introducing new visitors to the beauty and warmth of this incredible destination.”
Rod Carrington, Chief Commercial Officer of My Fiji, commented: “2024 has been a milestone year for us, with a 140% increase in package sales compared to pre-COVID 2019 levels. As we look ahead to 2025, we’re focused on innovation and creating exceptional holiday experiences for our customers, ensuring that we exceed expectations and continue to drive growth.”
Fantasha Lockington, CEO of Fiji Hotel and Tourism Association echoed positive sentiments: “The success of the tourism industry last year showcases the relentless dedication and innovation of operators across all segments. With over 70% of tourism businesses now locally owned, they significantly contribute to government tax revenues which fund essential infrastructure and national services. These businesses consistently reinvest their earnings into enhancing their offerings and staff training to maintain global competitiveness. This unwavering passion drives the industry’s— and thus Fiji’s—economic success.”
Brad Rutherford, CEO of South Sea Cruises Group, shared his enthusiasm: “Fiji’s record visitor arrival numbers have been immensely beneficial to both South Sea Cruises Group and the communities we operate in. All of our products and services across the Mamanuca & Yasawa Islands saw significant year-on-year growth in 2024. The positive outlook for 2025 is inspiring, and to support this growth, we’re investing in new vessels and expanding our offerings, including transforming Tivua Island into Fiji’s newest day trip destination. The success is not only evident in visitor numbers, but also in the diverse tourism sectors across Fiji, as demonstrated by leading travel agencies.”
Says Sharon Byrne, Director of Sales and Marketing at Kokomo Private Island, “2024 was a landmark year for Kokomo, with a 14% revenue increase driven by group and intergenerational travel from Australia, New Zealand, and the U.S. Thanks to our collaboration with Tourism Fiji, we’ve also seen exciting growth in markets like Asia, the U.K., and Europe. With Fiji’s enhanced global awareness and new air routes like Dallas to Nadi, we’re confident this strong momentum will continue into 2025.”
In NZ, Fiji experienced a 4% increase in tourists over the previous year. Rick Felderhof from Our Pacific noted the success of niche markets like weddings and multi-generational travel, while First Class Holidays from the UK reported a 118% increase in room nights booked from 2023 to 2024, marking their best year yet, according to Alison Hampton.
The Chinese and Japanese also markets saw strong growth. Alibaba Fliggy reported a 165% increase in GMV during the Double 11 campaign, positioning Fiji as a top long-haul destination for Chinese travellers, while Trip.com Group saw a 20% rise in bookings. In Japan, post-COVID recovery boosted demand, with HIS and VELTRA deepening ties with Tourism Fiji. Skyscanner noted an 11% increase in travel searches from Japan to Fiji.
So, the good news is that growth is coming from many markets around the world, not just the traditionally strong core markets of Australia, Aotearoa NZ and the USA.
In addition to the strong growth, Fiji’s performance outpaced several regional competitors, and Fiji was listed in a number of ‘must travel’ lists by key media and publications, for 2025. Fiji continues to be recognized globally for its unique charm and natural beauty. Fiji was named the #3 destination to visit in 2025 by Lonely Planet and ranked #1 Island in the South Pacific in Condé Nast Traveler’s Readers’ Choice Awards. The destination also won a silver award at the coveted Australian Effie Awards.
Tourism Fiji CEO, Brent Hill, expressed his excitement, saying, “We are thrilled to have welcomed over a million visitors to Fiji via air and cruise, but we are also focused on ensuring that this growth remains sustainable. Our priority is to attract tourists who not only appreciate our stunning landscapes and rich culture but also contribute to a high-yield tourism sector. With strong partnerships, a growing airline and cruise industry, and exceptional performance in key international markets, we are confident that Fiji’s tourism industry is on a promising path for continued success in the years ahead.”
Fiji Hotel and Tourism Association
The Voice of the Industry
