FIJI Airways, the national carrier of Fiji, is calling for unified efforts to propel the tourism sector into its next growth phase. At the Third Fiji Tourism Convention, Executive Manager Kameli Batiweti highlighted the importance of air connectivity as a strategic enabler for economic resilience and diversification in the nation.
Batiweti argued that tourism in Fiji relies on three essential components: government, the hospitality industry, and aviation. He stressed that any weakness in one of these areas could jeopardize the entire industry. He urged stakeholders to collaborate more effectively, emphasizing that only through teamwork can Fiji’s tourism sector achieve its full potential.
With over 80% of visitors arriving by air, Batiweti pointed out that aviation forms the backbone of tourism inclusivity and market diversification in Fiji. While Fiji Airways has expanded its reach to 26 international ports and is actively investing in accessibility, Batiweti cautioned that these efforts alone cannot boost tourism.
“A destination without air access is stagnant, but if airlines are expected to compete on price, the value and experiences offered by our hotels and resorts must continually improve to make Fiji the preferred choice,” he stated. He also shared insights based on data from the Australian Bureau of Statistics, which reveals that, although Australia is the largest source market for Fiji, the nation ranks only as the tenth most popular destination for Australian travelers, lagging behind countries such as Indonesia.
Despite airlines, including Fiji Airways, having flown over 2 million passengers in 2023, only 930,000 chose to stay in Fiji, with the majority transiting to other destinations. Batiweti identified the need to entice transit passengers to stop in Fiji to explore, highlighting this as a systemic challenge that requires a united front.
Moreover, he addressed ongoing issues such as limited hotel capacity, increasing operational costs, and stiff competition from regional destinations. Batiweti urged stakeholders to “convert runways to revenues” by collaborating to provide more accommodation options and improve the overall visitor experience.
In his concluding remarks, he emphasized the role of Fiji Airways as not merely a service provider but as a development partner in nation-building. He reiterated the necessity for other sectors to align their efforts in enhancing guest satisfaction and increasing capacity.
“Aviation-led growth necessitates collective action. We must transcend our individual silos, coordinate our strategies, and pursue one vision. Only then can Fiji’s tourism move beyond boundaries and fully realize its potential,” Batiweti asserted. The message from Fiji Airways resonates clearly: the collaborative future of tourism in Fiji hinges on the proactive partnership of all involved, and the time to act is now.