Speaking at a Tourism Fiji Boutique Luxury Showcase in Melbourne recently, Tourism Fiji Australian Regional Director Robert Thompson says the island nation has seen a surge in luxury travel in the last year.
Thompson says the “very strong growth” in high-value bookings has been particularly for private islands, villas and premium family escapes.
He says it’s because, “Fiji offers seclusion, space, cultural depth, and personal warmth. It’s a luxury that feels genuine, not overproduced per se”.
Thompson says they are mostly couples, but also multi-generational families and solo female travellers.
“While still important, they’re less interested in traditional luxury and more focused on meaning, wellness, and cultural connection. They want experiences that feel authentic and have a positive impact.”
He says direct flights and the currency remaining consistently level are key factors in the growth, as well as Fiji’s product mix.
“Our product mix has many options that are naturally private: standalone bures (villas), residences, and island buyouts. And travellers are drawn to our values; nature, sustainability, and hospitality.”
Thompson says to encourage more luxury travellers it’s working hard to invest in luxury agent training and immersive famils.
“We’re also building stronger partnerships with high-end operators, and producing targeted campaigns and PR across Australia, New Zealand, and North America.
“Our messaging has shifted too from just beauty to emotional, culture-first and purposeful travel”.
And it’s walking the talk. A new initiative just announced focuses entirely on sustainable tourism.
Called Loloma Hour and dubbed “the world’s first happy hour for the environment”, Tourism Fiji has partnered with 20 “leading resorts” to offer guests the chance to participate in everything from giving back to wildlife with conservation walks and marine research to cultural storytelling.
The goal is to contribute 5,000 hours of time to sustainability initiatives in Fiji in the first year.
Some of the resorts partnering in the initiative include Vomo Island Fiji, Six Senses Fiji, Likiliku, Lagoon Resort, Jean-Michel Cousteau Resort Fiji (JMC)and InterContinental Fiji Golf Resort & Spa.
For more information, visit Tourism Fiji.
