SUVA, (ISLANDS BUSINESS) – More than a million visitors have graced Fiji’s shores over the past year, according to research conducted by ANZ, who published their update in September.
The rolling annual total reached 1,013,565, while year-to-date arrivals climbed to 762,352 — up 3.7 percent for the same period last year. September recorded 95,970 arrivals, a 3.9 percent increase year-on-year, continuing a steady upward trend that has been the case since the pandemic
“The numbers confirm that Fiji has turned a corner from recovery to growth, pointing to a July peak of 105,791 arrivals and six consecutive months of year-on-year gains since April.
Although positive, the growth has been narrow with Australia accounting for 48.2 percent of September arrivals — 46,302 visitors, up 4.8 percent — meaning nearly one in two travellers now comes from a single market.
The situation of Fiji’s second-largest source market, New Zealand, is standing at 23.1 percent. NZ arrivals fell 2.7 percent in September and are flat year-to-date at -0.4 percent, sitting below 2024 levels. Australian outbound traffic to Fiji, by contrast, rose 13.7 percent in August.
Long-haul markets are growing quickly but remain small. Continental Europe jumped 20.3 percent, Japan 77.7 percent, the UK 37.6 percent, Korea 25 percent and India 21.2 percent. Norway, Sweden, Italy and Finland posted the strongest European gains. Yet Europe supplies just 3.5 percent of arrivals and Japan 1.4 percent, leaving little room to offset any Australian slowdown.
People mainly come to Fiji for a holiday, making up 80.4 percent of arrivals, with visiting friends and relatives at 8.1 percent and business travel at 2.1 percent. The majority of visitors are in the 65+ age bracket 11.7 percent.
Competition is intensifying. Vietnam drew 30.3 percent more Australian visitors in August, Vanuatu 33.1 percent, and Bali remains a far larger destination for Australians overall. From New Zealand, Vietnam grew 23 percent and Vanuatu 124 percent, against Fiji’s 1.1 percent. Fiji is still growing in absolute terms, but its share of Australian and New Zealand travel demand is in noticeable decline.
The clear picture is that Fiji is performing well at this stage, but dependent on one market for momentum. With New Zealand flat and long-haul growth still at a low level, Fiji’s near-term outlook rests largely on continued Australian demand…. PACNEWS