After its biggest tourism year on record, Fiji is rethinking how it sells itself.
Fiji crossed a milestone in 2025, welcoming 986,367 international visitors, the highest annual total the country has ever recorded.
Australians continued to anchor Fiji’s visitor mix in 2025. A total of 452,422 visitors arrived from Australia, accounting for about 45.9 per cent of all international arrivals.
Beyond Australia, the growth was spread across multiple markets. Arrivals from the United States rose almost 10 per cent year on year. The UK jumped more than 12 per cent. Europe also recorded gains.
Investment is following the volume
The growth is already showing up on the ground.
Several large-scale resort projects are now confirmed, including One&Only Fiji and a Ritz-Carlton at Momi Bay. Both developments involve multi-year construction timelines and long-term capital commitments, reflecting expectations of sustained demand rather than short-term spikes.
Why we need to ‘Be Fiji’
Tourism Fiji has gone in a different direction with its latest campaign. Be Fiji steps away from the high-polish, high-drama destination ads that have dominated travel marketing for years and asks would be travellers to be real, be happy, be Fiji.
According to neuroscientist Dr Lila Landowski, habits central to Fijian life (slowing down, connecting with nature, and spending time with loved ones) can activate serotonin and oxytocin, which is known to lower stress biomarkers like cortisol, and make Fijians some of the happiest people in the world.
Tourism Fiji research backs up Landowski’s findings, showing that 58 per cent of Australians report an improved mood after a holiday, 49 per cent feel more energised and 46 per cent say they feel less stressed.
Globally, Be Fiji is rolling out across outdoor, digital, video and social media, often appearing in places already crowded with noise.
KARRYON UNPACKS: Fiji’s visitor numbers are rising as travellers become more selective about how holidays fit into their lives — shifting the focus from volume to pace and emotional return.
