Fiji witnessed strong tourism growth in 2024 and is now setting its sights on even greater success in 2025. In a conversation with TTJ, Brent Hill, CEO of Tourism Fiji, shared his insights on the progress achieved, challenges encountered, and the exciting plans ahead.
Fiji, the postcard-perfect South Pacific archipelago known for its turquoise waters and warm hospitality, is gearing up for a new chapter in tourism growth.
Record Tourism Growth in 2024
Fiji’s tourism sector achieved an impressive milestone in 2024, surpassing expectations with a substantial increase in tourist arrivals. Brent informed, “We were projecting a three per cent growth, but we ended up with about six and a half per cent. We crossed the one million mark, combining air and cruise arrivals.”
With strong numbers, Brent is optimistic about continuing the momentum into 2025. “The exciting part is the diversification, especially with our focus on Indian tourists, which is why we are here in India,” added Brent.
India’s Role in Fiji’s Tourism Expansion
India continues to be a top 10 source market for Fiji. While performance in 2024 was positive, Brent emphasised the need for stronger connectivity. “We need to improve flight connections, which we are actively working on. This year, we are targeting double-digit growth from India,” he shared.
Tourism Fiji is broadening its approach by targeting diverse travel segments such as weddings, MICE, and family groups. Additionally, Brent points out that solo travel and women travellers are already a strong demographic for Fiji, especially from Australia and New Zealand. Brent asserted, “Fiji is a very safe destination, which appeals to solo female travellers. It will be great if we can tap into that segment from India.”
Fiji’s cultural appeal is another significant draw for Indian tourists. Brent highlighted the strong cultural ties between Fiji and India, with 40 per cent of Fiji’s population having Indian origins. Emphasising the authentic experiences awaiting Indian visitors, Brent shared, “When you visit Fiji, the warmth of its people is truly remarkable. They are incredibly welcoming and full of joy. Hindi is widely spoken, creating a strong cultural connection that makes Indian tourists feel right at home.”
Visa-Free Travel: A Key Advantage
One of the most significant advantages for Indian travellers is Fiji’s visa-free policy. Brent pointed out, “For Indian tourists, the visa-free travel policy is a game-changer. You do not have to apply for a visa; you can just come and enjoy the beauty of Fiji. We hope many Indian travellers will take advantage of the visa-free policy and contribute significantly to our double-digit growth ambitions.”
While current efforts are focused on Delhi and Mumbai, Tourism Fiji recognises the potential in Tier 2 cities. “When Bollywood actors like Rakul Preet Singh and Jackky Bhagnani visited Fiji, the PR buzz was phenomenal. We don’t have the budget to reach smaller cities directly, but PR efforts can help us tap into these markets effectively,” said Brent.
Fiji’s New Developments
Fiji is witnessing robust growth in its tourism infrastructure, catering to both leisure and business travellers. “The Crowne Plaza Fiji Nadi Bay is undergoing refurbishment, with new features opening in stages throughout 2025. The upgraded property will include a ballroom, event spaces, 324 premium rooms, and a beach club. Additionally, the Westin Denarau Island Resort and Spa, set to reopen in late 2025, will offer 271 new rooms. With the opening of new resorts like the second Radisson in the country, Fiji’s tourism infrastructure is rapidly evolving to meet the growing demand,” said Brent. Fiji is also embracing glamping, adding a unique, eco-friendly experience to its product offerings.
Plans for the Future
Brent revealed that Tourism Fiji plans to increase its trade activities in India. He said, “Working with the Global Destinations team is important for us. Our Matai Specialist Programme, which is designed for travel agents, is seeing a lot of interest from Indian agents. While we look forward to conducting roadshows in India soon, we are hopeful that improving air connectivity will make travel easier for tourists, creating the ideal timing to hold these roadshows.”
Brent concluded with a warm invitation, “Fiji is ready, and we cannot wait to welcome more Indian visitors to our shores.”
