Price sensitive tourists still looking for authentic experiences

Tourism in Fiji and the Pacific is being reshaped by rapid digital change, shifting traveller behaviour and growing demand for authentic experiences, even as global uncertainty persists.

Tourism Fiji chief executive officer Paresh Pant said these trends were driving confidence in the sector’s future, despite geopolitical tensions such as the Middle East crisis.

Speaking at the Pacific Tourism Organisation (SPTO) Industry Day 2026 at Tanoa International Hotel in Nadi on Tuesday, Mr Pant said travellers were increasingly seeking meaningful, experience-driven travel.

“They are looking for opportunities that are authentic and real. When we look to the Pacific, we deliver that in spades, but it is how we capture those moments,” he said.

Mr Pant said while travellers are more price-sensitive, they were still willing to pay for experiences centred on culture and nature.

“There is greater price sensitivity, but that is offset by a premium placed on experiences that prioritise authenticity, culture and the natural environment.”

He said one of the biggest shifts was in booking behaviour, with travellers planning further ahead.

“Fifteen years ago, booking windows were about 45 to 60 days; now it is about 90 to 130 days across key markets like Australia, the United States and the United Kingdom,” he said.

Mr Pant said the tourism journey was now largely digital, from planning to post-travel engagement.

“From the time you start thinking about travel to the time you return and share your experience, that is where we need to be present,” he said.

He said that storytelling and post-travel engagement remained underutilised opportunities to drive repeat visits and future demand.

Despite these shifts, air connectivity remained Fiji’s biggest structural reality and dictated where investments are made.

Mr Pant said while New Zealand and Australia remained core markets, targeting specific visitor segments was critical to growth.

“We must understand what motivates travellers and align our offerings accordingly,” he said.

He added that Fiji must also stand out in a crowded long-haul market by clearly positioning itself as a destination offering a unique detox experience.

Mr Pant said aligning air access, visitor insights and tailored offerings would be key to sustaining growth in the sector.

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