Tourism Fiji to continue elevating destination appeal with effective campaigns
Even as a small island nation, Fiji boldly rivals the world's best destinations with its stunning natural beauty, pristine beaches, clear turquoise waters, and vibrant coral reefs. Its warm hospitality, friendly locals, and laid-back atmosphere conjure appeal, positioning it as a top tourist destination in the South Pacific. Following Fiji's successful year in tourism in 2023, Robert Thompson, Executive Director of Regions, Tourism Fiji, unveils ambitious plans for 2024 aimed at sustaining and amplifying this positive momentum.
In 2023, Fiji experienced a robust tourism year, hosting 929,740 international travellers, surpassing 2019 figures by four per cent, and contributing approximately USD 3.3 billion to the visitor economy. While Australia (47 per cent), New Zealand (24 per cent), and North America (13 per cent) constituted the majority of visitors, the South Pacific Island nation also attracted over 6,135 Indian tourists, reflecting a diverse global appeal.
When it comes to India, in 2023, Indian arrivals to Fiji surged to pre-Covid levels seen in 2019, underscoring a growing demand for premium and experiential travel. December 2023 recorded a 300 per cent surge in Indian arrivals compared to the same month in 2022, with an average stay duration of 7.6 nights.
Effective Marketing
Robert attributes the effectiveness of their marketing and brand campaigns, like ‘Where Happiness Comes Naturally,’ to garnering more tourist footfalls. He says, "We have a few campaigns with some of our key partners, and in 2023, we ran highly successful campaigns consistently throughout the year, and we definitely propose to repeat those.” Tourism Fiji actively promotes tourism through marketing campaigns and initiatives aimed at attracting visitors while also emphasising sustainable practices to preserve the environment and culture for future generations.
Besides the strategy of incorporating targeted marketing campaigns and digital platform utilisation to expand reach to a wider audience, Robert revealed that the goal is to achieve a five to seven per cent increase in Indian traffic to Fiji in 2024. He explained, “To further bolster our momentum, we are gearing up to participate in several partner shows. The upcoming Fiji Travel Exchange will see some of our partners joining us in Fiji, along with members of the media. Our India team has an array of plans lined up for influencers, media, and expanding the number of agents in TierII and III cities and in our Matai Specialist Training Programme.”
Attracting Global Travellers
Substantial tourist numbers come to Fiji from countries like Australia, New Zealand, the US, China, and Japan. However, Fiji wants to stand out as the ultimate destination, catering not only to the top source markets but also to those worldwide who are eager to embark on their next adventure.
India has traditionally been a key market for honeymooners, but now, there has been a notable rise in multi-generational travel. Another compelling reason to consider travelling to Fiji is the increasing interest in MICE, particularly gaining traction in India. Fiji is strategically positioned in the South Pacific region to host premium incentive movements, offering unparalleled experiences for discerning corporate travellers.
Captivating Elements for Travel to Fiji
Among the new attractions in Fiji for tourism, the Crowne Plaza Fiji Nadi Bay Resort and Spa is set to open shortly. The resort, boasting over 325 rooms, will offer guests a blend of luxury and an immersive experience amidst Fiji’s breathtaking natural vistas. “We are excited about the growth in accommodations in Fiji, with numerous new properties and renovations underway. To meet evolving traveller preferences, we are emphasising enriching experiences beyond the typical pool or waterside lounging. Our focus is still on adventure, diverse excursions, and activities that highlight Fiji's vibrant local culture, including its strong Indian ethnic influence and indigenous Fijian heritage, appealing to all travellers seeking authentic experiences. For Indians, I suggest a minimum of six to seven nights to enjoy in Fiji,” emphasises Robert.
Despite the lack of direct flights between India and Fiji, travellers can conveniently reach Fiji through connecting flights from major hubs like Hong Kong, Singapore, and various cities in Australia. Robert highlights, "We observe traditional travel from India primarily via Singapore. Moreover, we have witnessed a significant uptick in Indian travellers and flights into Australia and New Zealand. With just a short flight away, Fiji becomes an excellent option for Indians to include in their Australian and New Zealand itineraries. Additionally, Fiji's visa-on-arrival facility for Indian passport holders enhances the convenience and allure of our tropical destination.”