Fifty thousand is either a lot or not, depending on your perspective. Say a few more thousand than will head to Sydney Swans v Giants final at SCG tomorrow.

To Brent Hill, CEO of Tourism Fiji, it will make the difference between hitting the magical 1 million mark for tourist visits this year – or not. So far, the figures are looking good.

“On current run rate, it’d be somewhere around the sort of 900,000-950,000 or so people if you want to round it up. Look, we’ve got very close, if we have a really strong back end of the year where every chance of getting there,” he says via video link from his office.

That back end will include new flights out of Dallas Forth Worth with Fiji Airways.

“There’s every reason to (hit the mark) and then I think when you throw in Dallas, coming in on 10 December, we might get that nice little boost right at the very, very end. Which we which be good.”

Add to that the recent return of the World Surf League Championship Tour to Cloudbreak, from 20-29 August, ending a 5-year hiatus, also helped.

“It fits our strategy really well in terms of who we’re trying to attract to Fiji, the way we’re trying to showcase Fiji,” Hill says of the surf competition which brought to an end the 2024 WSL season.

Kelly Slater of the US in the Opening Round of the Corona Fiji Pro at Cloudbreak. Photo: Aaron Hughes/World Surf League)

“Obviously, there’s only a certain amount of events that we can do after because of things like infrastructure, but you know, we’re certainly going after adventure tourism.

“We love that younger, high spending demographic that comes through, and they’re really strong in our markets, like (visitors from the) US, Australia, New Zealand and Europe. So, it ticked all the boxes for us.

“I think that’s the great thing about an event like WSL, and why we wanted to get that to Fiji, because it just really showcases what Fiji is all about, which is awesome.”

In addition to surfing, Fiji is also targeting adventure tourism with quad bike riding, zip lining and whitewater rafting among the activities offered to solo travellers, young professional couples and families with teenagers who have grown out of kids clubs.

“That’s a real strategic priority for us,” he says.

No more island time?

Hill says “legacy’ views of Fiji have started to fade, with infrastructure coming along at pace and both local and international investors coming to the party, plus Fiji Airways that is “doing an incredible job” with numerous international awards and new routes, including Dallas Fort Worth.

“I think people really sat up and taken notice of what Fiji’s all about. And the really good thing is, we’ve seen local investors who are doubling down and reinvesting,” he says.

That includes 3000-5000 new or refurbished rooms coming on in the next four to six years, with Hill saying those rooms will be easily filled.

Among them are Crowne Plaza Fiji Nadi Bay Resort & Spa, Royal Davui Island Resort, The Westin Denarau Island Resort & Spa and Sofitel Fiji Resort & Spa. Further down the track is Vatu Talei in Denauru Bay, set to open in 2026.

Fiji Crowne Plaza Nadi Bay render.

“From an investment perspective, I think the two that we’re really excited about is the Crowne Plaza (Wailoaloa) with its total completion. So, by the end of next month, that’ll mean the beach club is open and all their accommodation wings are open. So essentially, the hotel will be in full operation.

“We’re pretty excited about the future, and we’re pretty bullish about the fact that we think over the next four years we can generate an extra billion dollars for our visitor economy, which is pretty cool.”

Fiji Tourism’s growth targets.

While return to travel from Covid meant growth figures were through the roof from a low base, things have steadied and visitor growth is now about 7 per cent year-on-year.

“I’d take that any day of the week,” Hill says. “That still means we’re incredibly busy. All of our tourism operators are really stretched. The great thing about that is that’s creating jobs, that’s creating investment, and it’s really exciting for Fiji.”

Joint partnerships are also working well, with Fiji Airways linking with the NRLs Melbourne Storm and the Rugby Union’s ACT Brumbies.

Vatu Talei Resort rooftop pool render.

The rise and rise of island luxe

Luxury is also on the rise with the brands such as Six Senses and Ritz-Carlton having a presence. Brand loyalty to groups such as Mariott Bonvoy, also plays a part in boosting numbers with Americans wanting to burn a few points.

Those familiar brands also mean that the destination is increasingly on the radar for Americans from the southern states, including those soon flying out of Dallas Fort Worth – or non-stop routes from Vancouver, San Francisco and LA.

“The great thing about that is that we’ve now seen some of those luxury brands around the world who’ve said they’re very keen to come here,” he says. “The American growth is really strong. We’re up 15 per cent up year on year, out of the US. And again, that’s an awareness,” he says. “We’re seeing our awareness grow relative to your Hawaii, Caribbean, Mexico…”

Fiji Airways will soon be flying direct to Dallas Fort Worth.

New to cruise

Cruise is also growing in terms of larger ships, but the market is still in its embryonic stage. An attempt by Captain Cook Cruises to launch in the islands lasted just one season.

But Norwegian Cruise Line is entering the market next year, with three fly-cruises where you get on and off in Fiji. In nation of 330 islands, there are lot of yet-be-explored options.

The short-lived MS Caledonian Sky experiment by Captain Cook Cruises.

“The area that we really putting a call out for is boutique, boutique cruise, particularly boutique expedition, luxury expedition, because there are parts of Fiji, like the Lau Group, that are absolutely unbelievable,” he says.

“You’re talking about some of the most breathtaking scenery in the whole of Fiji, and yet it’s quite difficult to get to.

“Some of those lagoons just blow your mind, the clarity of water, literally no one out there, nature at its best, incredible sandy white beaches.”

“If there’s a boutique expedition cruise operator out there who’s keen, we think we’ve got a canvas as good as anywhere in the world.”

Behind Hill is an amazingly complex tapa or woven bark cloth, among a collection he acquired during a recent trip. He bought them for just FJ$30-40 each.

“The villagers there are just simple, beautiful, wonderful, Fijian people, but the experiences are unbelievable.”

Norwegian Cruise Line will debut Norwegian Sun’s in Asia-Pacific this season arriving in Brisbane on 18 December after an 18-day French Polynesia and South Pacific sailing. The 12-to-15-day voyages between Australia and New Zealand, include a new collection of brand-first itineraries to the Great Barrier Reef and South Pacific between Cairns, Australia, and Lautoka, Fiji, which is also NCL’s first turnaround in both ports.

The season will also see Norwegian Sun‘s debut in Suva.

Norwegian Cruise Line’s Norwegian Sun will also head to Fiji.

Food and beverage

While Jack Daniels, Jim Beam, Fiji Gold beer, some pretty average red wine and a buffet worked for a while there. The more sophisticated traveller is now looking for something more.

“We’ve made a really concerted effort to get a lot more Australian and New Zealand suppliers (in). A lot of meat and dairy products from New Zealand.

“One of the things that we’ve worked really hard on is working with the chefs and F&B with guys at the resorts to showcase local produce.

“I think the seafood here is exceptional. That’s really grown, particularly the fish is always fresh and really good. But we’ve started to see how he calls are really looking for that local produce.

“Sheraton, for example, has got a Farm to Fork product where they own a farm. And that’s not uncommon. Turtle Island, Marriott, Kokomo and Wakaya all have their own farm.”

While resorts are the go-to for food, Hill says that a few more restaurants, offering local cuisine are also gaining prominence.

“We want to make that a little more prominent,” he says. “We want people to expect that when they come here and go and seek out (local food) and ask, ‘Where’s the best place to get a good Indian meal?’”

His Excellency, the President of the Republic of Fiji, Ratu Wiliame Katonivere at the Corona Fiji Pro. Photo: Aaron Hughes/World Surf League

Being prepared

Like many other island destinations, restaurant sequence of service and hotel staff training are also a constant niggle. While big hotel groups have their own training academies, and Tourism Fiji works with the University of South Pacific and Fiji National University hospitality schools, the nation could use the skills taught through a registered training organisation (RTO).

Improvements in infrastructure are also a challenge, with improvements required for roads, bridges, ports and the airport.

“We know we need that. When you look at Fiji, we’re small island, developing state, they can’t just put 300 million (dollars) into a road system without that costing a lot,” he says. Discussions with the Australian, US and even Chinese governments are ongoing, alongside the political ramifications of aligning themselves too closely with one or the other, given its strategic location in the Pacific.

“The good thing is those plans are there, and now it’s about delivering that over a period,” he says. “Our partners are on board, and they understand us.

“We’re really well positioned here in the Pacific as being that economic hub for the Pacific. They recognise that and are helping out on infrastructure. So that’s really pleasing.”

Feature image: Brent Hill Tourism Fiji CEO, at MTA in Fiji, hopes to hit 1 million visitors.