Fiji is witnessing a significant transformation in its visitor demographics, according to ANZ Senior Pacific Economist Kishti Sen. Historically, the primary tourist demographic in Fiji consisted of young families, particularly those with children aged between 1 to 14 years and adults aged 25 to 49. This group represented 61.2% of total arrivals in 2019 but has gradually declined to 58.6% in 2024 and currently stands at 57.7%.
In striking contrast, the number of visitors aged 65 and older has been on the rise. This demographic recorded 77,115 arrivals in 2019, making up 8.6% of short-term travelers. Presently, their numbers have surged to 113,302, constituting 11.5% of total visitors—an impressive increase of 46.9% since 2019. This is notably the only age group that has consistently grown since Fiji reopened its borders in late 2021, rising to become the largest visitor category, up from fourth place in 2019.
Sen noted that most of the arrivals in the 65+ age group consist of couples, and the gender balance among these travelers is remarkably equal. The primary source markets for this demographic include Australia, New Zealand, and the United States.
Fiji’s tourism sector is demonstrating a remarkable recovery, exceeding previous records. In 2023, the island nation welcomed 929,740 visitors, surpassing the previous record of 894,389. This upward trend has continued into 2024, with 982,389 short-term arrivals reported. As of the first nine months of the year, visitor numbers have increased compared to last year, and Fiji is on track to exceed 990,000 visitors by the end of the year.
The rise in older travelers may be attributed to improved accessibility and a growing interest in tailored travel experiences that cater to seniors’ needs. With the tourism sector on the rebound, there is a promising outlook for local economies to benefit from the diverse array of visitors that Fiji attracts. The increasing presence of older tourists not only enhances the cultural tapestry of the islands but also solidifies Fiji’s standing as a versatile and appealing holiday destination for people of all ages. This shift in visitor demographics is likely to create a rich and inclusive environment, fostering connections across generations.