Fiji's pillar tourism industry taps Chinese market

Fiji's pillar tourism sector has received a record number of visitor arrivals, with the growth riding on an increasingly important Chinese market, according to a new industry analysis.

July marked the highest number of visitor arrivals in a single month in Fiji's history, as the Pacific nation welcomed 99,311 visitors during the period, up 1 percent year-on-year and an increase of 3 percent from 2019 pre-pandemic levels, according to Tourism Fiji, the Fijian government's tourism marketing arm.

From January to July, the island country in the South Pacific welcomed 543,073 visitors in total, "keeping the destination firmly on track for another strong year of tourism growth", Tourism Fiji said in a statement.

Travelers from neighboring Australia fueled the growth, with the highest number of Australian visitors in a single month, accounting for 45 percent of all arrivals in July, leading other key source markets like New Zealand, North America, the United Kingdom, and China, with Chinese travelers making up 3 percent of visitors, according to the agency.

Robert Thompson, executive director of regions at Tourism Fiji, told China Daily that "China represents a rapidly expanding tourism market and a vital source of visitors for Fiji's tourism industry".

"The resurgence of travel from China has been a significant and welcome contributor to our overall growth trajectory," he said.

"While travelers from key markets like Australia, New Zealand and the United States have been the primary drivers of our record growth, China is a crucial emerging market for Fiji's long-term tourism strategy and is demonstrating a strong and accelerating return: In 2024, visitor arrivals from China to Fiji recovered to 56 percent of the 2019 level, representing a 17 percent increase compared to 2023," Thompson said.

"We've seen a consistent increase in interest and arrivals from this market, which is a key indicator of its future significance. Chinese tourists often have high spending power and are increasingly seeking unique, high-quality, and experiential travel, which aligns perfectly with Fiji's premium tourism offerings," he said, adding that Fiji's pristine natural beauty, cultural hospitality, and luxury resorts are major attractions for Chinese travelers.

Fantasha Lockington, chief executive officer of the Fiji Hotel and Tourism Association, the industry body representing hotels, resorts and other tourism stakeholders in Fiji, told China Daily that the Chinese market recorded "a strong recovery compared to the past few years", with more than 30,000 Chinese travelers visiting Fiji last year.

Steady growth

The momentum seen in the latest figures is encouraging for the sector as it showed steady growth, she said.

"We see China as a vital partner for Fiji's tourism growth in the years ahead," Lockington said.

Fiji's status as a visa-free destination for Chinese travelers on short-term visits and its increasing connectivity via Hong Kong also made it very convenient for those drawn to Fiji "for our white-sand beaches, world-class diving and snorkeling, honeymoon and wedding experiences, and warm Fijian hospitality", she said.

"Many also enjoy the privacy of our islands, family-friendly resorts, and luxury small-group experiences."

Thompson from Tourism Fiji said several initiatives are underway or being planned as this year marks the 50th anniversary of China-Fiji diplomatic ties, "a momentous occasion that we are celebrating wholeheartedly within the tourism sector".

"We will continue to deepen our collaborative relationships with Chinese travel agencies, expanding our network and developing tailored travel packages specifically for Chinese tourists," he said.

"Simultaneously, we will focus on the 'Fiji, Where Happiness Comes Naturally' brand philosophy, emphasizing themes of outdoor adventure to provide Chinese visitors with more personalized experiences," Thompson said.

"In November 2025, Tourism Fiji, in partnership with Fiji Airways and other Fijian tourism stakeholders, will conduct a winter road show in key Chinese cities to showcase Fiji's unique travel offerings," he said.

"Furthermore, we will continue our collaboration with Fiji Airways to enhance flight connectivity between China and Fiji, making travel to Fiji more convenient for Chinese tourists."

Aware of the value that Chinese travelers place on ease of travel, family and multigenerational trips, luxury and romance experiences, and digital convenience, with a reliance on online platforms and social media when planning and booking their holidays, Lockington said the industry has rolled out specific programs like a Chinese-language website and a strong presence on WeChat and other social media platforms.

Local hotels and resorts are joining Tourism Fiji's Chinese market development and hospitality program, which helps properties offer Mandarin materials, familiar amenities and tailored services, she said.

Chinese travelers can play an important role in mitigating the challenges faced by Fiji's tourism sector, such as seasonal fluctuations in visitor arrivals, Lockington said.