FIJI Airways, the national airline of Fiji, is advocating for a concerted effort among stakeholders to stimulate the tourism sector’s next growth phase. Speaking at the Third Fiji Tourism Convention, Executive Manager Kameli Batiweti emphasized that air connectivity is crucial for the economic resilience and diversification of the nation.
Batiweti noted that the tourism sector in Fiji hinges on three vital elements: government support, a robust hospitality industry, and effective aviation services. He warned that weaknesses in any of these areas could pose risks to the entire industry, urging enhanced collaboration among stakeholders to unlock the full potential of Fiji’s tourism.
He pointed out that over 80% of visitors arrive by air, making aviation a fundamental aspect of tourism inclusivity and market diversification. Although Fiji Airways has expanded its service to 26 international destinations, Batiweti stressed that mere accessibility improvements would not be enough to elevate tourism levels.
“A destination without air access is stagnant. However, as airlines compete on price, the quality of experiences offered by our hotels and resorts must continually evolve to position Fiji as the top choice,” he remarked. He referred to data from the Australian Bureau of Statistics, which shows Australia as Fiji’s largest source of tourists, yet noted that Fiji ranks only as the tenth most popular destination among Australian travelers, falling behind places like Indonesia.
Despite Fiji Airways and other airlines transporting over 2 million passengers in 2023, only 930,000 visitors chose to stay in Fiji, with many merely transiting to other locations. Batiweti highlighted the importance of enticing transit passengers to stay and explore Fiji, stating this challenge requires a unified approach.
He also acknowledged pressing issues such as limited hotel capacity, rising operational costs, and fierce competition from regional destinations. Batiweti called for stakeholders to “convert runways to revenues” by working together to provide more accommodations and enrich the visitor experience.
In closing, he reinforced Fiji Airways’ role as more than just a service provider, positioning it as a vital partner in national development. He urged other sectors to align their strategies to enhance guest satisfaction and increase tourism capacity.
“Aviation-led growth demands collective action. We must break free from our individual silos, synchronize our efforts, and chase a unified vision. Only then can we transcend boundaries and fully tap into the potential of Fiji’s tourism industry,” Batiweti asserted. His message underscores the importance of proactive collaboration among all industry participants, highlighting that the time for action in Fiji’s tourism sector is now.