Fiji welcomed more than 1 million visitors to its shores in 2024 – 982,938 tourists via air and 81,854 passengers by cruise ship – the highest numbers ever recorded.
The success of the cruise industry has been especially notable creating significant economic value to the nation and helped Fiji surpassed a target of 966,930 tourists for the year.
“We are thrilled to have welcomed over a million visitors to Fiji via air and cruise, but we are also focused on ensuring that this growth remains sustainable,” Tourism Fiji CEO, Brent Hill, said.
“Our priority is to attract tourists who not only appreciate our stunning landscapes and rich culture but also contribute to a high-yield tourism sector. With strong partnerships, a growing airline and cruise industry, and exceptional performance in key international markets, we are confident that Fiji’s tourism industry is on a promising path for continued success in the years ahead.”
In other milestones, Tourism Fiji also achieved exceptional digital success in 2024, with record-breaking growth across its social media platforms starting the year with over one million followers.
Website traffic also reached new heights with 8.93 million sessions in 2024, marking a 313 per cent growth year over-year. Additionally, new brand videos launched in 2024 accumulated more than 2 million views on YouTube within a month of launch, showcasing the effectiveness of the country’s refreshed brand messaging.
Fiji also garnered greater international visibility through the return of the renowned Corona World
Surf League (WSL) Fiji Pro in August, the second Spartan Fiji Trifecta in November, and the first-ever NRL match held in Fiji in March.
The Mobile Travel Agents annual conference also returned to Fiji for the first time since 2020, held at the Sheraton Fiji Golf and Beach Resort in May-June.
PROFILE: The MTA’s Roy and Karen Merricks talk AI and defending agent’s IP in Fiji
These high-profile events have reinforced the country’s standing as a top destination for both surfing
enthusiasts and international sports fans. Moreover, securing the WSL Finals for 2025 promises
continued global exposure for the country.
“Fiji’s achievements in 2024 are a true reflection of the dedication and collaboration across our entire tourism sector,” said the Hon. Viliame “Bill” Gavoka, Deputy Prime Minister and Minister for Tourism and Civil Aviation.
“From the expansion of routes by our airline partners like Fiji Airways, to the exceptional hospitality provided by our tourism businesses, and the continued strategic promotion by Tourism Fiji, these milestones are the result of a united effort. Together, we’ve surpassed our goals, making 2024 a standout year for tourism. With this momentum, we’re excited to carry it forward into 2025.”
Trade and industry partners have also shared in the celebration of Fiji’s tourism success. Victoria Hudson, Area Manager at Expedia Group remarked: “2024 has been an exceptional year for Fiji, with a 3 per cent increase in room nights year-over-year.
We’re already seeing promising trends in 2025, with visitation up by 10%. We’re excited to bring back travellers who know and love Fiji, as well as introducing new visitors to the beauty and warmth of this incredible destination.”
“2024 has been a milestone year for us, with a 140 per cent increase in package sales compared to pre-COVID 2019 levels,” My Fiji chief commercial officer, Rod Carrington, said.
“As we look ahead to 2025, we’re focused on innovation and creating exceptional holiday experiences for our customers, ensuring that we exceed expectations and continue to drive growth.”
President of Fiji Hotel and Tourism Association Fantasha Lockington echoed the sentiments.
“The success of the tourism industry last year showcases the relentless dedication and innovation
of operators across all segments,” Lockington said.
“With over 70 per cent of tourism businesses now locally owned, they significantly contribute to government tax revenues which fund essential infrastructure and national services. These businesses consistently reinvest their earnings into enhancing their offerings and staff training to maintain global competitiveness. This unwavering passion drives the industry’s – and thus Fiji’s – economic success.”
Brad Rutherford, CEO of South Sea Cruises Group, said Fiji’s record visitor arrival numbers had been immensely beneficial to both South Sea Cruises Group and the communities it operates in.
“All of our products and services across the Mamanuca and Yasawa islands saw significant year-on-year growth in 2024,” Rutherford said.
“The positive outlook for 2025 is inspiring, and to support this growth, we’re investing in new vessels and expanding our offerings, including transforming Tivua Island into Fiji’s newest day trip destination. The success is not only evident in visitor numbers, but also in the diverse tourism sectors across Fiji, as demonstrated by leading travel agencies.”
Kokomo Private Island’s director of Sales and Marketing, Sharon Byrne, said it was a landmark year for the luxury destination, with a 14 per cent revenue increase driven by group and intergenerational travel from Australia, New Zealand, and the US.
“Thanks to our collaboration with Tourism Fiji, we’ve also seen exciting growth in markets like Asia, the U.K., and Europe,” Byrne said. “With Fiji’s enhanced global awareness and new air routes like Dallas to Nadi, we’re confident this strong momentum will continue into 2025.”
Other global visitors to Fiji also on the rise
In New Zealand, Fiji experienced a 4 per cent increase in tourists over the previous year.
Rick Felderhof from Our Pacific noted the success of niche markets like weddings and multi-generational travel, while First Class Holidays from the UK reported a 118 per cent increase in room nights booked from 2023 to 2024, marking their best year yet, according to Alison Hampton.
The Chinese and Japanese also markets saw strong growth. Alibaba Fliggy reported a 165 per cent increase
in GMV during the Double 11 campaign, positioning Fiji as a top long-haul destination for Chinese
travellers, while Trip.com Group saw a 20 per cent rise in bookings.
In Japan, post-COVID recovery boosted demand, with HIS and VELTRA deepening ties with Tourism Fiji. Skyscanner noted an 11 per cent increase in travel searches from Japan to Fiji.
In addition to the strong growth, Fiji’s performance outpaced several regional competitors, and Fiji was listed in a number of ‘must travel’ lists by key media and publications. It Fiji was named the No.3 destination to visit in 2025 by Lonely Planet and ranked No.1 Island in the South Pacific in Condé Nast Traveler’s
Readers’ Choice Awards. The destination also won a silver award at the coveted Australian Effie
Awards.
Feature image: Tourism Fiji CEO Brent Hill at the MTA conference at the Sheraton Fiji Golf and Beach Resort, Denarau, Fiji in 2024. Photo: Grant Jones
