What Fiji Has To Offer Tourists?

Fiji is a very strong tourist destination with much to offer, but almost everyone has a different idea why tourists like Fiji and want to spend time and money here.
23 Jul 2016 10:00
What Fiji Has To Offer Tourists?

Fiji is a very strong tourist destination with much to offer, but almost everyone has a different idea why tourists like Fiji and want to spend time and money here.

I have been looking through a collection of research spanning a number of years, source markets and age groups and there are many interesting insights.

It is interesting to look at some of the more pertinent findings and at attributes that attract tourists to Fiji.

This is not a definitive list and mostly the attributes are not weighted or ranked.

Without question the number one attribute is that the Fijians are friendly, happy, gentle people.

This p0sition has been used in a number of ways over the years. Currently the line is “Where happiness will find you”.

There are several minor variations on this in different markets, but basically Fiji is talking with one voice around the world.

There have been closely aligned lines in the past like “the friendliest people in the world”, picked up by the national airline and “the way the world should be”.


What it reads into?

What is it that makes this so powerful as a destination promise? The attribute embodies many benefits, at one level it promises a great and relaxing time with people who like you and will take care of you.

But research shows potential tourists read a lot more into it. It tells them that they will be safe and cared for, that there is nothing to be afraid of in Fiji that the environment is gentle and inviting and the vacation will be pleasurable.

It promises everything a visitor could want in one simple idea. Most importantly it is creditable as the image of the native Fijian worldwide is that of a warm, friendly and happy race.

Another attribute, which is becoming more important every year, is that in Fiji you will be perfectly safe.

There are no animals on land that will harm you, there is an efficient and respected police force, zero guns in private hands and no radicalism and a long history of good personal security.

The attitude is that the people will like you and try to assist you if there is a need.

In many countries there is animosity toward certain races or groups and tourists do not want to have to handle that.


Serene and clean environment

The physical environment is another important attribute. Fiji is seen as clean and pleasant with no real negatives environmentally.

There is no air pollution, indeed the air in Fiji is seen as the cleanest and least polluted in the world. The same goes for the food and the water.

The FIJI Water brand marketing has done a great deal to support this attribute through the advertising over a number of years in the source markets.

Tourists see Fijians as smiling and relaxed, never in a hurry and never angry or confronting. They believe the sea is clear and warm and the surrounding reefs protecting the islands.


The love and experiences

Another attribute tourists find appealing is the Fijian love of people and particularly their love and protection of children, all children.

Tourist believe their children will be very safe and that they can let the Fijians take care of them while they go and do their own thing, they believe that the kids will have a happy time and be cared for at all times.

They say that it is nice to be somewhere where you are liked for yourself and not because of what you can do for the locals.

Visitors believe that Fiji has a range of interesting cultural experiences they can enjoy and learn from.

The range of activities available in Fiji is also believed to provide many different experiences, some of which are unique to Fiji.

Another area of attributes that is attractive to tourists is the food options.

They know the lack of pollution allows Fijian agriculture to have fruit and vegetables that are delicious and fresh.

Also that many exotic foods will be available, as well as a wide variety of seafood that is especially attractive because of the clean and unpolluted seas around the country.

They know that there is a wide variety of culinary experiences in Fiji because of the different races that live here.


Great for marriages

For some reason there is an attitude that Fiji is a great place to get married and the wedding sector is very successful.

As an example, the Outrigger Beach Resort on the coral coast caters for over two hundred weddings a year and the demand is constantly growing.

Visitors see Fiji as a very romantic place with warm nights and soft breezes, an exotic place to make the vows, surrounded by Fijian warriors and beautiful local girls, amazing choirs and nice traditions to make the day memorable.


Other attractions

Other niche markets also do well, with surfing being world class on the famous breaks and diving in unbelievably clear water onto the stunning coral close to shore amongst the best in the world.

The shark feeding dives are gaining attention worldwide and visitor numbers increase each year.

And in all the source markets there is a belief that the fishing in Fiji is world class with a wide variety of game fish available.

Knowledge of Fiji, the attributes and the lifestyle is rapidly growing. There are many reasons for this happening.

Tourism Fiji and the industry operators are very active in all markets with awareness campaigns.

The government offers concessions to encourage film makers, television shows and magazines to use Fiji as a background.

Also to have major world sporting events such as international golf, surfing competitions, sailing races and fishing tournaments held in Fiji and of course, the world beating Fiji Sevens team appearing regularly on television all over the world.

The basis of all the attraction is the Fiji people and their personality, backed by the magnificent land, the beautiful islands and the perfect oceans offering the location. How could happiness not find you?

nJohn Ross is a Nadi-based marketing and advertising specialist with a long background in tourism. For feedback on this article, please email him:

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