Fiji’s tourism sector achieved a remarkable milestone with a total of 986,367 visitor arrivals in 2025, representing a modest increase of 0.3% compared to the 2024 figure of 982,938. This surge highlights the recovery trajectory of the industry as it continues to attract travelers from around the globe.
Australia and New Zealand remained Fiji’s primary source markets, contributing 452,422 visitors (45.9%) and 219,301 visitors (22.2%) respectively. The data indicates that on average, Fiji received 1,239 arrivals daily from Australia and 600 from New Zealand. Other notable contributors included the USA, with 118,148 arrivals (12.0%), followed by Continental Europe at 32,757 (3.3%), China at 28,602 (2.9%), Canada at 20,466 (2.1%), and the UK at 13,607 (1.4%). Together, these regions accounted for an impressive 89.8% of total arrivals.
Leisure travelers, making up the bulk of tourist traffic, numbered 779,447 (79.0%), reflecting the allure of Fiji as a holiday destination. Additionally, there were 80,871 visitors (8.2%) visiting friends and relatives, 21,513 (2.2%) traveling for business, and 103,320 (10.6%) who arrived for various other reasons.
August emerged as the peak month for arrivals, with 99,737 visitors (10.1%), closely followed by July with 99,311 (10.0%) and June at 92,693 (9.4%). The statistics also revealed peak arrival times by country: the highest numbers from Australia were recorded in July (44,972), while New Zealand saw its peak in August (26,431) and the USA in June (12,588).
Notably, visitors in the age category of 25-64 years constituted 59.4% of the total, indicating a strong representation from the working-age population.
Looking ahead, Dr. Paresh Pant, CEO of Tourism Fiji, emphasized the increasingly competitive global travel landscape anticipated for this year. He pointed out the need for enhanced destination marketing efforts from competitors, alongside rising airline capacities from the primary source markets. He also mentioned that travelers are setting higher expectations regarding value, sustainability, and unique experiences.
In response, Tourism Fiji aims to intensify its focus on core target segments through sharper digital and trade-led outreach, along with building deeper partnerships within the airline and tourism industries. Dr. Pant noted the importance of reviving the Fiji Matai Program and targeting high-yield segments, such as meetings, incentives, conventions, and exhibitions (MICE).
He concluded with a call for continued collaboration among stakeholders to safeguard market share, increase demand, and maintain Fiji’s strong positioning within the tourism industry in the upcoming year. This proactive strategy conveys a hopeful outlook for Fiji’s tourism, as it aims to adapt to changing global dynamics while continuing to flourish as a premier holiday destination.