Fiji is witnessing a notable increase in the number of visitors in the 65 and older age group, according to ANZ Senior Pacific Economist Kishti Sen. Recent statistics reveal that this segment reached 113,302 arrivals, accounting for 11.5% of total visitors—a significant 46.9% increase compared to pre-pandemic numbers from 2019. This trend indicates a distinct shift in the demographic landscape of tourists coming to Fiji, suggesting that the destination may be becoming less appealing to families traveling with children.
Since the reopening of Fiji’s borders in late 2021, the 65+ age demographic has seen consistent growth, making it the only age group to experience such an increase in numbers. Sen notes that these older visitors tend to have a higher daily spending pattern since the pandemic, potentially linked to improved financial situations stemming from rising home values and stock market performance.
Interestingly, young families may be exploring more budget-friendly travel options as they navigate the rising costs of living in their home countries. This shift is corroborated by increased visitor numbers to alternative destinations such as the Cook Islands, Samoa, and Vanuatu, as well as to popular Asian holiday spots like the Philippines, Thailand, Vietnam, and Indonesia.
While Fiji’s annual tourism earnings have remained robust, exceeding two billion dollars, there are implications for the local tourism industry. Sen suggests that there is a potential for multigenerational travel, where older family members are traveling alongside younger generations, which could help maintain family-oriented tourism in Fiji. Nonetheless, he advocates for strategic efforts to draw back young families, including addressing accommodation shortages to make pricing more competitive during school holidays.
The observed trends underscore the resilience and adaptability of Fiji’s tourism sector, which has shown promising recovery following the failures brought on by the pandemic. The recent statistics present a hopeful outlook for Fiji, as it continues to attract a diverse range of tourists, ensuring sustained growth in its vital tourism industry and broader economy. As competition from neighboring destinations increases, Fiji’s ability to cater effectively to a wider demographic will be critical in maintaining its charm as a premier travel destination.