Fiji Targets Regional Tourism Expansion as Visitor Numbers Near One Million.
Fiji’s tourism sector is entering a new phase of development, with significant opportunities emerging beyond the country’s traditional resort hubs, according to Dr Paresh Pant, CEO of Tourism Fiji.
Speaking to delegates at the recent AHICE Tourism Investment Conference, Dr Pant said Fiji’s long-term growth strategy is increasingly focused on regional dispersal, improved connectivity and the creation of higher-value visitor experiences that deliver broader economic benefits across the country.
While destinations such as Nadi, Denarau, the Coral Coast and the Mamanuca Islands remain the backbone of Fiji’s tourism industry, Dr Pant said future investment should extend into other provinces and emerging destinations where tourism can stimulate local economies, create employment and support community development.
“Tourism has the potential to transform regional economies,” he said. “As we look to the future, we want to encourage investment that spreads the benefits of tourism more widely across Fiji while creating new experiences that appeal to evolving visitor expectations.”
Dr Pant noted that Fiji’s competitive advantage continues to be built on its people, culture and hospitality, but investors should also consider opportunities in areas such as the highlands, village-based tourism, attractions, agritourism and other underdeveloped regions that offer authentic visitor experiences.
Fiji’s warm welcome turns every arrival into a celebration.
A key enabler of future growth is Fiji’s expanding international connectivity. Dr Pant highlighted the critical role of Fiji Airways, which currently carries more than 70 per cent of international visitor traffic into the country. The national carrier continues to strengthen its network through additional services and new routes, improving access from key source markets.
Recent developments include the introduction of Gold Coast services, expanded connectivity across Australia, increased capacity from Hong Kong and a stronger presence on the west coast of the United States through the deployment of Airbus A350 aircraft. These enhancements are helping to diversify visitor flows and support continued tourism growth.
Fiji’s tourism performance remains strong. Dr Pant said visitor arrivals are approaching the one-million mark on a rolling annual basis, with approximately 990,000 arrivals recorded last year. While Australia and New Zealand remain the country’s largest source markets, the visitor mix is becoming increasingly diversified compared with a decade ago.
Holidaymakers continue to account for the majority of arrivals, supported by strong destination awareness and favourable visitor sentiment. Average length of stay remains around 9.5 nights, hotel occupancy levels are close to 80 per cent and average daily room rates exceed FJ$600, reflecting healthy demand across the accommodation sector.
Despite these positive indicators, Dr Pant said there remains a clear need for additional tourism infrastructure and accommodation capacity. In particular, he identified opportunities for quality two-and-a-half to four-star hotels, family-friendly accommodation, larger suites and other products that complement Fiji’s established luxury resort offering.
Beyond accommodation, Tourism Fiji sees strong potential in attractions, soft adventure experiences, food and culinary tourism, small-ship cruising, weddings and honeymoons, fly-cruise itineraries and the meetings, incentives, conferences and exhibitions (MICE) sector.
“These are areas where we see significant room for growth and investment,” Dr Pant said. “Visitors are increasingly seeking diverse experiences, and Fiji is well positioned to meet that demand.”
Looking ahead, Dr Pant acknowledged that global uncertainties remain a consideration for the tourism industry. While forward bookings for the peak season continue to perform strongly, Tourism Fiji and industry stakeholders are closely monitoring external risks, including geopolitical instability in regions such as the Middle East.
He emphasised that collaboration between government, industry and investors will be essential to maintaining Fiji’s competitiveness and resilience.
“Our focus is on ensuring Fiji remains an attractive destination for visitors and a compelling investment proposition for tourism developers,” Dr Pant said. “With the right planning and investment, the opportunities for sustainable growth are substantial.”
The next AHICE conference in the region will be in Christchurch on 11 and 12 August 2026
Links: https://www.fiji.travel, https://ahiceconference.com.
By: Roderick Eime – © 2026.
Read Time: 3 minutes.
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