Fiji has introduced a record-breaking 12 months of tourism with over a million guests in 2024, the best quantity ever recorded within the nation’s historical past. The figures embody 982,938 vacationers arriving by air and 81,854 by cruise ships, surpassing the bold goal of 966,930 and marking a milestone within the island nation’s tourism journey.
On the centre of this tourism excessive is a renewed deal with market diversification—with India taking part in a key position. In an unique interplay with ETTravelWorld, Brent Hill, CEO of Tourism Fiji, outlined the nation’s technique to faucet into India’s rising outbound potential, leveraging cultural connections, tier-2 metropolis engagement, and strategic collaborations.
“There’s a pure affiliation between Fiji and India—over 40% of Fiji’s inhabitants is of Indian descent,” Hill shared. “From language to meals and shared heat, Indian travellers really feel a deep sense of connection once they go to.”
India within the High 10 Markets
Whereas conventional supply markets like Australia and New Zealand proceed to dominate, India has emerged as a high 10 marketplace for Fiji in 2024 with arrivals rising above the nationwide common of 6 per cent year-on-year. “India has proven above-average development in comparison with our different key markets. We see great potential, particularly as Indian travellers search for locations that provide tradition, nature, and rest,” Hill stated.
India’s curiosity in Fiji has been propelled by ease of entry, visa-free entry, and the island nation’s attraction to a number of traveller segments—from households to solo adventurers and honeymooners.
Campaigning Happiness and Fiji Time
Fiji’s present world marketing campaign, “Joyful Passport,” relies on the straightforward concept that journey ought to spark pleasure. “Your precise passport picture is critical, however in Fiji, you’ll be all smiles,” stated Hill. “We’re persevering with our ‘happiness comes naturally’ narrative as a result of that’s the actual Fiji expertise—heat folks, no site visitors, no high-rises, simply peace and nature.”
A rising focus can also be being positioned on “Fiji Time,” a cultural nod to slowing down and embracing the second—an more and more engaging proposition for travellers overwhelmed by fast-paced city life.
Strengthening Connectivity & Collaborations
In a bid to make journey extra seamless, Tourism Fiji is actively engaged on interline agreements with Indian carriers and optimising connections through hubs like Singapore. “We’re working to align flight schedules and enhance total accessibility,” Hill stated. “Many Indian travellers are already visiting Australia and New Zealand, and Fiji is only a quick hop away.”
Whereas direct flights from India stay a longer-term ambition, present efforts are centred round facilitating smoother connections and exploring collaborative alternatives with regional airways.
Tapping Tier-2 & Tier-3 Cities
Recognising the rising affluence and aspiration of travellers from India’s tier-2 and tier-3 cities, Tourism Fiji is intensifying outreach by way of commerce partnerships. “The journey commerce is our gateway into these markets,” stated Hill. “We’re participating brokers throughout the nation to unfold the phrase about visa-free entry, Fijian tradition, and our journey and wellness choices.”
Efforts additionally embody potential collaborations with Indian OTAs comparable to MakeMyTrip, enabling broader visibility and simpler journey planning for Indian customers.
Star Energy and Cultural Affinity
Bollywood is one other automobile to succeed in mass Indian audiences. “We not too long ago did some work with Bollywood celebrities, and the protection was phenomenal,” Hill famous. “Such campaigns resonate throughout cities—tier-1 to tier-3—and create robust, aspirational worth for the vacation spot.”
Fiji’s cultural mix—the place Hindi is spoken, and Indian meals is broadly accessible—makes the nation immediately relatable for Indian vacationers. “It’s a nice shock for Indian travellers once they discover familiarity in a faraway paradise,” Hill added.
Focusing on High quality over Amount
Whereas the main target stays on growing vacationer arrivals, Tourism Fiji can also be strategic about attracting high-value guests. “It’s not nearly numbers—we would like vacationers who recognize tradition, journey, and group,” stated Hill. “We’re eager on honeymooners, multi-generational households, solo ladies travellers, and even these coming for proposals and weddings.”
Fiji’s sluggish journey proposition, its secure and welcoming setting, and immersive pure choices are all a part of the expertise the tourism board needs to ship.
What subsequent?
After its best-ever tourism 12 months in 2024, Fiji’s momentum exhibits no indicators of slowing. “We’re optimistic about India. The expansion is actual, and we’re investing to make it sustainable,” stated Hill. “Whether or not it’s by way of higher connectivity, smarter campaigns, or deeper commerce relationships, India will stay a precedence.”
As extra Indian travellers search new, experiential locations, Fiji—with its mix of cultural familiarity and island appeal—is positioning itself as a vacation spot that provides way over only a seaside vacation.
