November 2025, China – Tourism Fiji, in partnership with Fiji Airways, has successfully concluded its 2025 Greater China roadshow, spanning seven key cities. The event brought together nearly 450 Chinese travel agents and media representatives, along with 22 Fijian tourism partners, for a series of highly targeted business sessions. These engagements effectively showcased Fiji’s latest tourism offerings and laid a stronger foundation for creating distinctive holiday experiences for Chinese travellers.
Despite a tighter aviation capacity compared to 2024, Fiji continues to demonstrate strong appeal as a premium long-haul island destination. Data shows that Chinese visitor arrivals achieved year-on-year growth during several months in 2025, reflecting a clear market shift from volume-driven to quality-focused travel. This trend is further evidenced by a notable increase in both average length of stay and visitor spending, underscoring how the high satisfaction rate of Fijian tourism products has effectively mitigated external capacity constraints.
The roadshow saw enthusiastic participation from a wide range of Fijian tourism providers, highlighting their sustained confidence in the Chinese market. A number of well-known family and honeymoon resorts expressed strong optimism about China’s long-term potential and committed to launching more competitive packaged products for their travel trade partners. Meanwhile, several luxury hotels joined the roadshow for the first time, reporting breakthrough booking growth from the Chinese market, a clear sign of accelerating demand among high-net-worth travellers.
Also in attendance were providers of day tours and specialized activities, including cruising, scenic flights, skydiving, and cultural arts. Through in-depth discussions with Chinese travel trade partners, they explored opportunities to jointly develop richer, more immersive travel experiences, further enhancing Fiji’s positioning as a diverse tourism destination.
Dr. Paresh Pant, Chief Executive Officer of Tourism Fiji, commented: “We are greatly encouraged by the strong commitment our Fijian tourism partners have shown toward the Chinese market. We look forward to deepening collaboration with our Chinese travel trade and media partners to further cultivate this important market. We are also truly honoured by the keen interest Chinese travellers have shown in Fiji as a high-end island resort destination. Moving forward, Tourism Fiji will continue to work closely with all partners to develop trend-aligned travel products and solidify Fiji’s position as the preferred long-haul island choice for Chinese travellers.”
In 2024, Fiji welcomed over one million international visitors as a historic milestone. Against this backdrop, the Chinese market’s ability to achieve growth in select months of 2025, despite capacity constraints, speaks to the strength of Fiji’s brand loyalty and product appeal. China remains Fiji’s fourth-largest international source market, with a continuously optimizing visitor profile and reinforced perception as Chinese travellers’ “Preferred Long-Haul Island Destination.”
Fiji Airways has optimized its direct flight schedule between Hong Kong and Nadi, effective August 16, 2025. The updated timings allow travellers to “head straight to the outer islands upon arrival” and “enjoy one last full Fijian day” before departure, significantly enhancing travel efficiency and itinerary value.
“Fiji Airways is proud to have partnered with Tourism Fiji on the 2025 Greater China Roadshow, reinforcing our commitment to delivering seamless, high-quality travel experiences for Chinese visitors,” said Fiji Airways Managing Director and CEO, Paul Scurrah. “The strong interest from our Fijian tourism partners and the Chinese travel trade reflects the growing demand for premium, authentic Fijian holidays. As we continue to enhance our direct services, we remain dedicated to connecting travellers to the heart of Fiji — ensuring every journey is as memorable as the destination.”
