Fiji's Tourism Industry Shifts to High Value-Add and Sustainability with a Series of Large-Scale Facility Investments

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Fiji's tourism industry achieved record-high visitor numbers in 2025 and is now shifting its strategy towards high value-add and sustainable growth, including promoting MICE and off-season travel.

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Fiji's tourism industry achieved record-high visitor numbers in 2025 and is now shifting its strategy towards high value-add and sustainable growth, including promoting MICE and off-season travel.

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Source: https://prtimes.jp/main/html/rd/p/000000041.000137269.html | Date: Date unavailable

Fiji's tourism industry is shifting from recovering tourist numbers to improving value-add and sustainable growth. As of 2026, driven by solid demand, large-scale renovations of resort facilities, introduction of new experiential programs, and infrastructure investments centered on sustainability are progressing in various places. ## Record Highs Reached Annual visitor arrivals in 2025 reached a record high of 929,740, up 4% year-on-year, exceeding expectations. Total travel spending reached 3.3 billion Fiji dollars. Visitor numbers in January-February 2026 also got off to a good start, increasing by 8% to 133,040. ### Deploying an Emotion-Appealing Brand Strategy For the global market, the campaign "Where Happiness Comes Naturally" is capturing consumers' hearts. In the Japanese market, the unique brand strategy "Be Fiji" has been rolled out to deepen the emotional connection with Japanese travelers. In addition, the "Find your Bula" promotion was implemented for the travel industry. Reaching 1.2 million travel agents worldwide, it has built a strong foundation for converting into actual bookings. ### Significant Increase in MICE and Luxury Segments In the core tourism sector, MICE (corporate incentive travel, international conferences, etc.) visitors in 2025 recorded a significant increase of 15% year-on-year. Weddings and honeymoons continue to be a solid pillar, and the number of luxury segment arrivals is steadily increasing. The country is currently advancing a paradigm shift from merely pursuing tourist numbers to coexisting with local communities. They are advocating for comprehensive growth through support for SMEs and regional development, building a system where the benefits of tourism are widely distributed. In the future, they aim to maintain long-term competitiveness by enhancing the overall value of tourism and deepening their global sales network. ### Developing the Off-Peak Season and Extending Stays are Key Challenges Developing travel demand durin

Fiji's Tourism Industry Shifts to High Value-Add and Sustainability with a Series of Large-Scale Facility Investments

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