Fiji is experiencing a noteworthy surge in visitors aged 65 and older, as reported by ANZ Senior Pacific Economist Kishti Sen. Recent data indicates that this demographic accounted for 113,302 arrivals, representing 11.5% of total visitors. This marks a remarkable 46.9% increase compared to pre-pandemic levels in 2019. This trend highlights a shifting landscape in tourist demographics, suggesting that families traveling with children may find Fiji less appealing.
Since reopening its borders in late 2021, the number of visitors in the 65+ age group has consistently risen, making it the only age category to report such growth. Sen points out that older tourists tend to spend significantly more during their stay, a trend likely fueled by improved financial circumstances tied to rising home values and favorable stock market conditions.
Interestingly, many young families are opting for more budget-friendly travel destinations in response to escalating living costs in their home countries. This trend is reflected in increased visitor numbers to other locations such as the Cook Islands, Samoa, and Vanuatu, along with popular Asian destinations including the Philippines, Thailand, Vietnam, and Indonesia.
While Fiji’s annual tourism earnings remain strong, surpassing two billion dollars, there are potential repercussions for the local tourism sector. Sen suggests that fostering multigenerational travel, where older adults vacation with younger members of the family, could help sustain family-oriented tourism in Fiji. He emphasizes the need for strategic measures to attract back young families, particularly by addressing accommodation shortages to ensure competitive pricing during school holidays.
These emerging trends reveal the resilience and adaptability of Fiji’s tourism industry as it recovers from the impacts of the pandemic. The promising statistics foster a hopeful outlook for Fiji, which continues to draw a diverse range of visitors, essential for sustaining growth in its critical tourism sector and broader economy. As competition from neighboring destinations intensifies, Fiji’s capability to effectively cater to a wider demographic will be vital in preserving its status as a premier travel destination.