Fiji is experiencing a notable shift in its visitor demographics, as highlighted by ANZ Senior Pacific Economist Kishti Sen. Traditionally, the country’s primary tourist demographic comprised young families, specifically those in the 1 to 14 years and 25 to 49 years age brackets, which accounted for 61.2% of arrivals in 2019. However, this percentage has seen a gradual decline over the years, decreasing to 58.6% in 2024 and currently standing at 57.7%.
In contrast, the segment of visitors aged 65 and older is on the rise. This demographic recorded 77,115 arrivals in 2019, representing 8.6% of short-term travelers. Presently, this age group has surged to 113,302 arrivals, constituting 11.5% of the total visitors—an impressive increase of 46.9% compared to 2019. Notably, this is the only age cohort that has consistently grown since Fiji reopened its borders in late 2021, now making it the largest age group among visitors, up from its previous rank of fourth in 2019.
Sen observed that most arrivals within the 65+ age group are couples, with the ratio of male to female visitors being remarkably balanced. Key source markets for this demographic include Australia, New Zealand, and the United States.
Fiji’s tourism figures are showing a remarkable recovery, surpassing previous records. In 2023, the island nation welcomed 929,740 visitors, exceeding the prior record of 894,389. This upward trend continued in 2024, with 982,389 short-term arrivals reported. As of the first nine months of this year, numbers are up from last year, and Fiji is positioned to surpass 990,000 visitors by year-end.
This increase in older travelers could be attributed to factors such as enhanced accessibility and growing interest in tailored experiences that accommodate the needs of seniors. With a recovering tourism sector on the horizon, there is promising potential for local economies to thrive, benefiting from the diverse range of visitors that Fiji attracts. The increasing presence of older tourists not only enriches the cultural fabric of the islands but also reinforces Fiji’s reputation as a versatile and appealing holiday destination for all age groups.