Domestic Tourism in Fiji leads its way
To support the drive towards domestic tourism, the Fiji Hotel and Tourism Association has launched Fiji’s first Domestic Tourism Study.
The study is designed to help tourism stakeholders better understand different tourism segments and opportunities in order to effectively target and cater to the local tourism market.
Here are some of the traveller profiles:
Couples
Couple travel in and around Fiji for honeymoons, leisure, and adventure.
From the world’s most exquisite adults-only resort to outdoor adventure activities, couples like options to tailor-make their holiday experience so it can be as memorable and romantic as possible.
Couples typically have a budget of $941 for a two-night holiday.
Group Travelers
Group travelers are typically young (80 percent are under 40) and have a lower accommodation budget.
But they are the most frequent travelers of all the local tourism market segment, splitting costs with friends so they can travel often and explore Fiji, including regions outside
of Viti Levu.
Groups 5-6 travellers have combined budget of $1,130 for a two-night trip.
Therefore, they have a high level of interest in most activities and a large activity spend (an average of $255 over their weekend trips).
They also have the most interest in packaged day cruises and look for deals as an affordable way to relax with friends while still doing something new.
Premium Leisure Travellers
Premium leisure travellers are willing to pay premium rates for local accommodation.
This is a small niche group, representing about three percent of the surveyed, who tend to be over 40 years of age and like to travel as a couple or with their immediate family.
These travellers aren’t price sensitive, and are most interested in choosing hotel brands where they know they can trust the quality of the room features and in-hotel activities.
They typically have a budget of $1,203 for a two-night holiday.
Top hotels on Viti Levu are the most popular for this group, but they’re more likely than other locals to travel to other regions.
Business travellers
Business travellers who travel a few times a year for meetings and workshops tend to stick to the mainstream tourism regions in Viti Levu.
The travellers, and those booking corporate travel in larger companies, look for facilities that have good conference facilities, meeting rooms and high-speed internet.
They typically have a budget of $776 for a two-night trip.
Travel for work also offers locals an opportunity to experience new regions and enjoy leisure activities away from home, at a reduced cost.
Adventure Travellers
Adventure travellers are a growing tourism segment in Fiji with 49 percent of people surveyed, interested in adventure activities, such as off-roading, zip-lining, white-water rafting and sky diving.
These travellers are typically aged 25-40 years old and are generally fit and love the outdoors. Most do these activities with family & friends.
Adventure travellers typically have a budget of $956 for a two-night trip.
Adventure travellers have a large activity budget (an average of $265 per person), and are interested in most outdoor activities, whether cruises, diving, or hiking.
Expatriate Travellers
Expatriate travellers are non-Fiji nationals living and working in Fiji.
While some expats have left Fiji during COVID-19, this segment remains important.
Although they make up only three percent of the domestic tourism market, expatriates typically have higher disposable income and travel more often, with 1 in 3 saying they would travel at least once a month for a holiday, placing Expats as the highest of all the local tourism segments.
They’re looking for holidays that get them out of Suva and experiencing authentic Fijian Culture and sights, regardless of price.
Expats typically have a budget of $822 for a two-night trip.
Expatriates travel often and are highly influenced by word of mouth, particularly recommendations from other expats.