Fiji has long been a destination of choice for Australian travellers and continues to attract over 345,000 Australians per year. Australian arrivals comprised of 54% of all arrivals in 2022, making it the number one source market in Fiji.
To celebrate Fiji Day on 10th October 2023, the nation reflects on nearly a century of world class tourism and hospitality by opening up its archives to remember many significant moments for the country, its people and the Tourism industry.
A Brief History
In a post-World-War-II world, the Fijian government began to recognise the economic potential in shaping Fiji as a tourist destination. It started to invest in developing infrastructure and implementing marketing efforts to attract off-shore visitors.
Nadi International Airport was first built in 1939 and was used by the United States of America during World War II. The Fiji Government took full control of the airport in 1970 and it has grown to now be Fiji’s largest hub for international travellers. Fiji Airways first international flight was to Brisbane, Australia on 1 June 1973 and has in 2023 been recognised as the Skytrax Best Airline in Australia & the Pacific .
Resorts and hotels began to spring up to accommodate visitors. Some of the first being Hyatt Regency Hotel which was opened in 1975 as the very first resort in Denarau. Some of Fiji’s 330 islands also became accessible with the opening of Beachcomber Island Resort, Plantation Island Resort and Mana Island Resort and Spa – all of which continue to be popular and reliable accommodation options for many first-time and returning Australian visitors.
To attract travellers from around the world, the Fijian government invested in international marketing campaigns to promote its stunning beaches, crystal clear waters and friendly culture. The “Fiji, the way the world should be” campaign in the 1980s and 1990s played a significant role in attracting tourists from around the globe.
In addition to the abundance of accommodation and infrastructure developments, Fiji began to introduce unique activities that continue to be significant drivers in attracting visitors – from water sports like scuba diving, surfing and snorkelling to cultural experiences and eco-tourism . The country’s diverse offerings has helped it appeal to a broad spectrum of travellers.
Today, Fiji is considered a top destination to travel to by many Australians. Visitation numbers are already very strong for 2023, with almost 276,700 Australians visiting in the first eight months of the year.
Tourism is crucial to the Fijian economy with the industry contributing about 40% of GDP. Tourism surpassed post pandemic expectations, earning $1.69 billion AUD between April and December 2022. The industry also provides direct employment to an estimated 40,000 individuals, and benefits 116,500 people indirectly.
Fiji continues to welcome tourists from all over the world. For more information on Fiji, visit the Tourism Fiji website.
