OTHER FINDINGS OF THE REPORT INCLUDE:

Majority of the visitors visited Fiji for holiday/ vacation (79%) followed by transit (11%), business purposes (4%), visiting friends and relatives (3%) and conference/ convention (2%).

85% of those visitors came to Fiji for ‘rest and relaxation.’

Other niche markets included honeymoon (7%), wedding (6%), scuba diving (1%) and surfing (less than 1%)

42% of visitors have previously visited Fiji while 76% of visitors found their visit to Fiji was beyond their expectation.

Additionally, 84% are highly likely to recommend Fiji as a place to visit to others.

The average length of stay was 8.2 nights making a total of 5,695,434 visitor nights.

The shortest average length of stay is in Denarau (7.2 nights) and the longest average length of stay is in the Sun Coast (15.6 nights).

In 2014, there were 41,557 backpackers, which accounted for 6% of all visitors.

Majority of these backpackers were from the United Kingdom (30%) and Continental Europe (25%).

Fiji was the main destination for 79% or 547,177 visitors. Therefore, these people chose Fiji as their preferred destination. These include Japan, Australia, China and New Zealand, to name a few.

It is also interesting to note that 70% visitors from Continental Europe, 66% from United Kingdom and Canada 62% are most likely to be visiting other countries as part of their trip with Fiji as an add on destination.

The most common travelling group is ‘couple, partners, husband and wife’ (44%) followed by ‘self only’ (21%), ‘parent(s) with children’ (20%) and ‘friends’ (8%).

The largest group of visitors are in the age range of 20 to 29 years (22%) with a slight decrease in percentage as age increases.

Estimated total expenditure from visitors in 2014 is $1.5 billion.

Denarau alone accounts for the largest spend (28%) of all visitor revenue followed by Coral Coast (21%), Mamanuca (17%) and Nadi (14%).

The highest spend by main reason for visit is ‘Holiday/vacation’ accounting for 89% of all expenditure.

Additionally, ‘rest and relaxation’ as the main reason for a ‘holiday/vacation’ accounts for the highest expenditure with over $1 billion in spend.

In terms of spend on activities, key activities include ‘massage/spa’ ($15 million), ‘scuba diving’ ($7.5 million), ‘jet ski’ ($2.8 million), ‘deep/big game fishing; ($1.39 million) and ‘hair braiding’ ($1.17 million).