This year’s Fiji Tourism Exchange (FTE), Fiji’s largest annual tourism trade event, was held at the Sheraton Fiji Golf & Beach Resort, bringing together more than 500 global industry partners for two days of networking and collaboration.
Hosted by Tourism Fiji, the event welcomed 122 international buyers and media representatives from 16 different countries, as well as other attendees from 82 exhibiting companies. With more than 3,300 pre-scheduled appointments, FTE served as a platform for strengthening partnerships, driving commercial outcomes and showcasing Fiji’s tourism industry.
During the opening session, Viliame Gavoka, Fiji’s deputy prime minister and minister for tourism and civil aviation, emphasized tourism’s impact, noting that the industry’s importance is about more than visitor numbers.
"The Fiji Tourism Exchange continues to demonstrate the strength of our industry, bringing together global buyers, sellers and media to experience the diversity and authenticity of our tourism offering,” Gavoka said. “As we pursue sustainable and inclusive growth, our focus remains on empowering local communities, expanding connectivity and ensuring tourism benefits are felt across all regions of Fiji.”
Fiji’s Tourism Growth
Dr. Paresh Pant, CEO of Tourism Fiji, reinforced the importance of FTE as the industry’s primary commercial platform, highlighting that the island’s tourism sector has transitioned from post-pandemic recovery into a phase of recalibration focused on disciplined and sustainable growth.
Fiji’s performance reflects this shift. In the tourism sector, Fiji’s earnings have increased from $2.54 billion in 2024 to $2.81 billion in 2025. And while visitor arrivals reached a record of 1 million in 2024, July 2025 marked the highest number of travelers in a single month in the country’s history, welcoming 99,311 visitors from around the world — surpassing both July 2024 (+1%) and pre-pandemic levels in 2019 (+3%).
Tourism remains a critical pillar of Fiji’s economy, contributing to more than 40% of the country’s GDP.
Key demand is driven by Australia, New Zealand and North America. Meanwhile, China is showing promise, while Europe is showing strong signs of recovery, though visitor arrivals have not yet returned to pre-pandemic levels.
The event also highlighted the island’s key tourism segments, which include leisure; meetings, incentives, conferences and exhibitions travel; weddings and honeymoons; diving and soft adventure; cruises; and experience-driven travel.
Visitor Trends and Current Events
A notable trend is the rise of older travelers, many of whom are returning to Fiji after visiting when they were younger, now with greater disposable income and time. Additionally, experience-led travel is growing, with more visitors seeking deeper cultural engagement and purpose-driven travel.
The island’s national carrier, Fiji Airways, is playing a central role in this growth. Named an Airline Passenger Experience Association World Class Airline for 2025, the airline serves 26 international destinations, operates a fleet of 23 aircrafts and carries more than 70% of international visitors to the country.
In 2025, the airline grew to reach 2.3 million passengers, up 4% compared to the previous year. Demand also remains positive, with bookings growing 6% week on week.
“The network choices we've made provide a lot of connections to different parts of the world and certainly provide new markets to feed the Fiji tourism industry,” said Paul Scurrah, managing director and CEO of Fiji Airways. “We're focused on our two biggest markets, Australia and New Zealand, but the capacity we've added into the North American market has seen significant growth and a lot more American tourists are coming to and enjoying Fiji.”
FTE also highlighted the importance of preparedness amid global uncertainty. The Tourism Action Group (TAG) — led by Damend Gounder of Tour Managers Group and supported by Tourism Fiji, Fiji Airways and the Ministry of Tourism — was reactivated on March 19 to coordinate industry response to fuel prices and other challenges arising from the Middle East conflict.
TAG’s strategy focuses on maintaining visitor confidence and supporting demand from April to October, followed by forward planning to drive bookings and sustain growth into 2027.
“The challenges are real, but so are the opportunities, and that’s where our focus must remain,” Pant said.
Looking ahead, Tourism Fiji is focused on strengthening its core markets while expanding into new regions. A priority will be encouraging visitors to travel beyond the main areas and explore Fiji’s 14 provinces, while continuing to highlight what sets the destination apart.
While areas like Nadi, Denarau and the Mamanuca Islands remain important gateways, Tourism Fiji is seeing growing interest and investment in places such as Vanua Levu, and particularly Savusavu, which offers a more untouched, off-the-grid version of Fiji with opportunities for diving, soft adventure and strong cultural immersion. Taveuni also continues to appeal to travelers seeking lush rainforests, waterfalls and dive sites including the Rainbow Reef.
The agency is also working to elevate the Yasawa Islands beyond their traditional backpacker perception, showcasing higher-end offerings alongside community-based tourism experiences.
“We offer peace, privacy and seclusion in a world that feels crowded,” Pant said. “We offer environmental quality, cultural depth and experiences that are genuine.”
