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Fiji tourism booms: Increase in multi-gen family reunions, stays and luxury travel

On Fiji Day, when Fiji announced the opening of its borders from December, no one could have prepared the tourism industry for the influx of enquiries, bookings and overall excitement that was about to hit them from travellers around the world, particularly in Australia.

On Fiji Day, when Fiji announced the opening of its borders from December, no one could have prepared the tourism industry for the influx of enquiries, bookings and overall excitement that was about to hit them from travellers around the world, particularly in Australia.

The demand for travel to the Fijian islands has seen an incredible 66% of all international outbound flights from Australia in October being booked directly to Fiji and accounting for 29% of all flights being made, second only to domestic travel.

Hotels and resorts in the idyllic South Pacific nation have reported exponential bookings and with Fiji being the perfect spot for a family get together, they are seeing significant bookings for multi-generation families. 

Many resorts are booking out, and according to one of Australia’s largest online travel agencies, 39% of all bookings made to Fiji have been made for the month of December and 29% of all bookings made to Fiji have been made for January, with 2022 quickly filling as well, which is a real boost for the tourism industry after two years of virtually no tourism.

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Image: Vomofiji.com

VOMO Island Resort said they had been absolutely delighted by the enthusiasm of families yearning to spend time together and they’re seeing a trend of groups often opting to hire out multi-bedroom residences or Beachfront Villas where everyone can be nearby each other.

Kokomo Private Island Resort and Six Senses Fiji have also seen similar trends with Lomani Island Resort and Plantation Island Resort having four weddings booked in the first week of announcing their opening.

Interestingly, a trend that has changed drastically since the pandemic is the length of stay. In 2019, travellers stayed in Fiji for an average of five nights, now since bookings have been swarming through, the average length of stay has increased to nine nights.

Fijian ladies. Image: Tourism Fiji

Jodie Collins, Tourism Board Partnership Manager for Luxury Escapes said that Fiji had always been a popular holiday destination for the platform’s travellers, and it’s been proven since the announcement of borders opening with 20,000 customers booking their Fiji escapes already.

“We have seen an immediate uptake of bookings, with 26% of room nights booked for travel in December and January, proving that our keen travellers want to be some of the first to return to Fiji.

“I believe 2022 for Fiji is going to be an even bigger now it’s back on people’s radar,” Collins continued.

Brent Hill, Tourism Fiji CEO urged customers wanting to make an overseas trip to the idyllic shores in 2022 to start looking now as they’re expecting 40,000 customers in each of December and January.

“The trends we’ve seen in Australia have been more than we could have hoped and it’s getting everyone really excited in Fiji.

“However, with this demand, comes bookings and Fiji favourites are booking up quickly; we want to ensure that everyone is able to experience that Bula spirit for which Fiji is so well known once again as soon as they can.” Hill said. 

Brent Hill, Tourism Fiji CEO
Brent Hill, Tourism Fiji CEO

In October 2020, Fiji adopted the Care Fiji Commitment, a WHO-approved standard of best practice health and safety measures for tourism.

Every resort, hotel, hospitality establishment or experience that is part of the Care Fiji Commitment has 100% of their staff fully vaccinated and a Wellness Ambassador who is responsible for rolling out the highest level of health and safety across the business.

Fiji says this ensures travellers can be confident that the country has the health and safety of its travellers and its locals as its priority.

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