Tourism Fiji has kicked off its flagship event, the Fiji Tourism Exchange (FTE) 2025, with a confident splash, fresh off the back of its most successful year ever.
In 2024, the island nation welcomed more than one million international visitors, including 982,938 arrivals by air and 81,854 cruise passengers.
According to Tourism Fiji CEO Brent Hill, that’s a first for Fiji — and it’s a big deal.
“This milestone is more than just a number,” Tourism Fiji CEO Brent Hill said during his welcoming address at FTE.
“It represents jobs created, businesses strengthened, communities supported, and global hearts won over by the Fijian experience.”
Cruising ahead
One major contributor to the record year? Cruising. With ships from the likes of Norwegian Cruise Line and Silversea now docking in Fiji, coastal towns and outer islands are seeing a surge in local spending and tourism income.
According to Hill, the sector is booming and was a “standout success” in 2024.
“With more vessels sailing into our ports, we’re seeing tremendous value flow into our coastal towns and outer islands, supporting small businesses and uplifting local communities.”
And the potential for growth? Enormous, he said, with plenty of opportunity for deeper partnerships.
From luxury to local
A big part of Fiji’s success lies in its versatility.
In his opening speech, Hill said travellers get more for their money in Fiji — whether they’re indulging in five-star island escapes like Kokomo, Vomo, or Six Senses, or opting for charming family-run stays that are big on warmth and personality.
“It’s not just about price — it’s about what you receive in return,” Hill said.
Fiji, he added, delivers for every budget and taste, offering “five-star service and world-class views” as well as “simple elegance that still feels incredibly special.”
More than just a destination
But according to Hill, what truly sets Fiji apart can’t be packaged or priced. It’s the sense of connection — the Bula spirit — that keeps people coming back, generation after generation.
“Travellers aren’t just looking for a destination; they’re looking for a feeling,” he said.
“A place where they can exhale. Where they feel uplifted and genuinely cared for.”
Fiji, he added, offers a rare kind of happiness “that has never been more important” in today’s uncertain world.
Events with impact
In terms of profile-building, the sporting scene is working hard for Fiji, too. The return of the Corona Fiji Pro and the Spartan Fiji Trifecta drew global attention, while the country’s first-ever NRL match made history at home.
The momentum is set to continue into 2025 with the announcement that Fiji will host the World Surf League Finals — a major win for visibility and visitor appeal.
“There has never been a better time to be in tourism in Fiji,” the Tourism CEO remarked.
Sustainably forward
Even with its rapid growth, Fiji is working hard to keep tourism meaningful and sustainable.
In April, Tourism Fiji launched the Loloma Hour initiative, inviting travellers to give back during their stay — whether that’s through beach clean-ups, mangrove planting or helping with community projects.
“It’s an opportunity to contribute – to connect with our environment and our communities,” Hill explained.
“Because joy isn’t just something we give – it’s something we share.”
Looking ahead with purpose
The outlook for Fiji is just as bright as its beaches. New hotel developments, expanded air access and a growing focus on wellness and adventure tourism are all adding fresh appeal.
Backed by a united team and strong industry support — including key partners like platinum sponsor and national carrier Fiji Airways — Tourism Fiji is ready to build on the momentum.
“With exciting new hotel developments, greater air access, a growing wellness and adventure offering, and world-class events… Fiji continues to evolve – and we’re doing it with purpose,” Hill said.
“Let’s continue to grow, together – for our communities, our guests and our beautiful Fiji.”
