Tourism Fiji site traffic surges, minister credits 'strategic' approach

Tourism Fiji's website experienced a significant surge in traffic in 2024-2025, with an increase of over 200 per cent from the previous year.

Deputy Prime Minister and Minister for Tourism and Civil Aviation, Viliame Gavoka stated in response to a written Parliament question last week, that the site received 15.15 million visits, 8.61 million unique visitors, 19.5 million page views, and 49,736 leads to operators in 2024-2025.

For the nation's tourism office, tracking website traffic, social media reach, and lead conversions is crucial to marketing Fiji as a top destination, as it provides valuable insights into topics of interest to audiences and informs actions to leverage them, such as blogs, advertisements, and promotions.

Official travel site for Tourism Fiji.

"Fiji's global reach and engagement are expanding, as evidenced by these growth figures. Although session times are shorter - a trend consistent with global mobile browsing habits - the quantity and quality of traffic to our platforms have never been better," Mr Gavoka said, noting that strategic advertising, engaging content, and increased visibility of the Fiji brand were key drivers of this performance.

"These achievements reflect how our digital efforts are enhancing traveller experience, increasing product demand, and producing tangible results for our tourism industry.

"These strategic investments in digital marketing have yielded significant returns, enhancing Fiji's global destination profile."

Mr Gavoka said the digital strategy had helped boost Tourism Fiji's social media presence, which now has over one million followers across all major platforms, including Instagram, Facebook, and TikTok.

Feedback: jernese.macanawai@fijisun.com.fj