Fiji’s tourism sector experienced a noteworthy achievement in 2025, with total visitor arrivals reaching 986,367. This figure shows a slight increase of 0.3% compared to the previous year’s total of 982,938, underscoring the industry’s ongoing recovery and its ability to attract international travelers.
The bulk of visitors came from Australia and New Zealand, contributing 452,422 arrivals (45.9%) and 219,301 visitors (22.2%) respectively. This translates to an average of 1,239 daily arrivals from Australia and 600 from New Zealand. The United States followed, with 118,148 arrivals (12.0%), while Continental Europe and China accounted for 32,757 (3.3%) and 28,602 (2.9%) respectively. Canada brought in 20,466 visitors (2.1%) and the United Kingdom added 13,607 (1.4%). Together, these regions made up a significant 89.8% of the total arrivals, highlighting Fiji’s appeal as a preferred destination.
Among visitors, leisure travelers dominated the statistics, with 779,447 (79.0%) arriving for vacation purposes. There were also 80,871 visitors (8.2%) visiting friends and relatives, 21,513 (2.2%) traveling on business, and 103,320 (10.6%) arriving for various other reasons.
August proved to be the most popular month for arrivals, welcoming 99,737 visitors (10.1%), closely followed by July with 99,311 (10.0%) and June at 92,693 (9.4%). Specific peaks were noted, such as July attracting the highest number from Australia at 44,972, while New Zealand’s peak occurred in August with 26,431. The USA saw its highest influx in June with 12,588 visitors.
Demographic data revealed that 59.4% of visitors fell within the 25-64 age range, indicating a strong representation from the working-age population.
Looking to the future, Dr. Paresh Pant, CEO of Tourism Fiji, stressed the need for enhanced marketing strategies amid an increasingly competitive global travel landscape. He highlighted the necessity for improved destination marketing efforts from competing regions, alongside rising airline capacities to cater to primary source markets. Dr. Pant noted that modern travelers are placing greater emphasis on value, sustainability, and unique experiences.
To address these challenges, Tourism Fiji is intensifying its focus on specific target segments through enhanced digital outreach and stronger partnerships with the airline and tourism industries. Dr. Pant also referenced the revival of the Fiji Matai Program and the importance of targeting high-yield segments, including meetings, incentives, conventions, and exhibitions (MICE).
He concluded with a hopeful message for continued cooperation among stakeholders to safeguard Fiji’s market share, boost demand, and maintain its advantageous position within the tourism industry. This proactive approach paints an optimistic picture for the future of Fijian tourism, as it adapts to global changes while solidifying its status as a leading holiday destination.