Fiji hits record tourism numbers in 2024

In 2024, Fiji saw nearly a million international visitor arrivals, the highest ever in its history.

This year, arrival numbers are on pace to match those record-breaking levels, driven primarily by a key market.

Over 89 per cent of visitor arrivals to Fiji last year came from Australia, New Zealand, the United States of America (USA), China and the Pacific Islands.

Australia, New Zealand, the U.S, China and the United Kingdom collectively accounted for over 86 per cent of tourism earnings in 2024.

However, it's Australia that has led the overall growth in visitor arrivals in recent years and remains Fiji's most significant source market. Arrivals from Australia account for 45 per cent of the total market share, according to Tourism Fiji chief executive officer, Brent Hill.

"In 2024, we saw the highest number of visitors to Fiji in our history, and with it the earnings that have filtered through into our economy," Mr Hill said.

Spending is up by around three per cent year on year.

"More money is being spent in our industry, which again is filtering through to our operators, airline, hotels, accommodation providers, experiences, and all those involved in tourism," he said.

Fiji earned about $2.57 billion in tourism revenue from July 2023 to June 2024, nearly half of which was contributed by the Australian market alone. 

While markets such as the USA, China, Pacific Island nations and even Canada show strong growth in visitor arrivals, Australia and New Zealand remain the backbone of the local tourism industry.

Tourism officials recognise this and are working to capitalise on the opportunities these markets bring.

"In consultation with the Tourism Fiji Board, our team have ensured that we have continued to ramp up our resources, spend and marketing in Australia, to ensure we continue to get the numbers we need," Mr Hill said.

“Australia is competitive due to the surge in airlines entering the Australian market, which provides even more choice and options for Australian travelers. 

"So while our market share has gone down due to this increase in capacity into Australia, the amount of Australians that are travelling is still increasing, so we can attract the numbers we need and want, which is great."

The focus is on the markets where air access to Fiji is easier.

It's why Tourism Fiji is cautious about spending much, if anything, in markets where it is costly and difficult to get to Fiji. 

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