Fiji, never shy of a dramatic entrance, has managed to outdo even itself this year. Not content with its turquoise seas, palm-fringed islands and that famous Fijian smile, the destination has launched a cheeky new global campaign, broken visitor arrival records, unveiled floating bars, and even welcomed Wilson, yes, the volleyball from Cast Away, into its ever-growing cast of tourism heroes.
If 2025 were a cocktail, Fiji serves it shaken with extra sunshine, stirred with humour, and garnished with a hibiscus flower.
Wilson’s Happily Ever After
The big reveal came when Tourism Fiji asked the question nobody else dared: whatever happened to Wilson after Cast Away?
In the newly minted global campaign, Wilson’s Happily Ever After, the forlorn volleyball player who once bobbed in the Pacific washed up in Fiji. And spoiler alert, he’s never looked happier. Think hammocks instead of heartbreak, palm trees rather than peril.
The campaign doesn’t just lean into nostalgia; it reimagines it. By giving Wilson a tropical second act, Fiji reminds travellers that joy, warmth and humour are as integral to the islands as coconut palms and coral reefs.
Tourism Fiji chief executive Brent Hill said the concept was about capturing “the world’s imagination through playful storytelling that highlights our unique brand of happiness and hospitality.”
More on Wilson’s post-Hollywood glow-up can be found here: Wilson’s Happily Ever After.
Record Arrivals, Fiji Tops the Charts
While Wilson has been winning hearts, Fiji has been breaking records. July 2025 was the biggest month in the nation’s tourism history, welcoming 99,311 visitors. That’s a 1% lift in July 2024 and 3% higher than pre-pandemic levels 2019.
Australia led the charge, accounting for nearly half (45%) of all arrivals, proof that Aussies can’t resist a quick hop across the Pacific for a dose of tropical escapism. Long-haul markets also showed muscle, with the United Kingdom soaring 19% year-on-year, Canada jumping 10%, the United States climbing 7% and Europe up 8%.
Between January and July 2025, Fiji welcomed 543,073 travellers, firmly on track for another bumper year.
Loloma Hour, The World’s First “Happy Hour” for the Planet
Please leave it to Fiji to reinvent happy hour. In April, the islands launched Loloma Hour, a national initiative inviting tourists to swap cocktails for coral planting, and beach towels for mangrove seedlings.
In its first three months, visitors clocked up:
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3,540 hours of community work across 317 sessions
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512 kilograms of rubbish collected
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1,211 corals, 12,858 mangroves and 313 trees planted
The message is clear: generosity or Loloma is more than a word in Fiji. It’s a guiding principle. The scheme lets travellers leave more than footprints in the sand; they leave seedlings, reefs and cleaner coastlines behind.
Find more at Loloma Hour.
Resorts Making Waves
The hotel scene in Fiji has been buzzing like a kava ceremony at sunset.
Sau Bay Resort & Spa’s Floating Castaway
Unveiled this year is The Castaway, a floating bar and pontoon perched over Sau Bay’s house reef. By day, it’s snorkels, kayaks and hammocks. By night, it morphs into a sunset cruise deck complete with complimentary kava. Guests can even hire it privately – personal bartender included – for the ultimate reef rendezvous.
Details at Sau Bay Resort & Spa.
Sofitel Fiji’s Yavu Bus
Sofitel Fiji has rolled out the Yavu Bus, which shuttles guests to Nadi Town with flair. It’s not just transport—it’s tourism on wheels, adding a quirky, community-driven layer to the resort experience.
Details at Sofitel Fiji.
Wyndham Garden Wailoaloa Beach Opens
The global Wyndham brand has officially arrived at Wailoaloa Beach, cementing the area as one of Fiji’s rising hot spots. The resort’s international nameplate injects fresh visibility and standards into an already vibrant beachfront.
Details at Wyndham Garden.
Ritz-Carlton to Debut in Fiji
Marriott International is preparing to open The Ritz-Carlton Fiji, Namuka Bay, by 2030. Spread over 28 hectares of the Coral Coast, the resort will have 249 rooms, seven restaurants, a lavish spa, and a Presidential Villa fit for royalty.
What’s New in the Yasawas and Beyond
The Yasawa Islands are enjoying their moment in the sun.
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Barefoot Kuata Island Day Cruise Centre has officially opened, providing a gateway for mainland visitors to explore the Yasawas in style.
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South Sea Cruises has relaunched its day sailing trip aboard the refurbished 78-foot Sabre, now with sleeker interiors and Fiji’s first all-inclusive Sabre Sunsets cruise, which includes sparkling wine, canapés, and live acoustic tunes.
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The new Yasawa Flyer III has joined the fleet, boosting passenger capacity and comfort across the islands.
Bookings and details: South Sea Sailing and Yasawa Flyer III.
Fiji Airways – Flying the Flag Higher
The national carrier continues to rise, expanding routes and increasing frequencies. Its Business Class passengers can now enjoy Pacific Rim-inspired menus and Dine on Demand service on select long-haul flights – an innovation that puts passengers in charge of when they eat, rather than the trolley.
It’s a refinement that pairs beautifully with Fiji Airways’ broader mission: to be both the heart and wings of Fijian hospitality.
FIJI Water, Making a Splash in Las Vegas
Not to be outdone, FIJI Water has gone all-in on the Strip, rolling out a bold marketing campaign in Las Vegas. Among neon lights and oversized billboards, Fiji’s most famous export reminded the world that bottled water can be glamorous when sourced from pure volcanic aquifers.
More at FIJI Water.
The Bottom Line
From quirky volleyball mascots to floating bars, record-breaking arrivals, and coral-planting tourists, Fiji has once again proven it can blend tradition with innovation.
It’s the rare destination where you can sip kava at sunset, plant a mangrove at dawn, and end the day debating whether to hire a private pontoon or let Wilson the volleyball have it.
For more on planning your own happily-ever-after in Fiji: fiji.com.fj.
By Octavia Koo
