Fiji’s tourism sector experienced a notable rise in visitor arrivals, reaching a record 986,367 in 2025, an increase of 0.3 percent compared to the previous year. This uptick reflects a steady recovery and growing interest in Fiji as a prime travel destination.
The majority of tourists hailed from Australia and New Zealand, who together accounted for almost 68 percent of all arrivals. Specifically, Australia contributed 452,422 visitors, while New Zealand brought in 219,301. This translates to an average arrival rate of 1,239 Australians and 600 New Zealanders per day. Additional significant markets included the United States, which recorded 118,148 visitors, and various countries in Continental Europe, China, Canada, and the United Kingdom, collectively responsible for nearly 90 percent of Fiji’s overall visitor numbers.
The Fiji Bureau of Statistics reported that a majority of the travelers, 779,447, visited for vacation purposes, representing 79 percent of total arrivals. Additionally, 80,871 came to see friends and family, and other categories such as business travel and various other reasons accounted for smaller proportions.
August emerged as the peak month for visitor arrivals with 99,737, closely followed by July and June. Visitors from Australia peaked in July, while arrivals from New Zealand saw their highest numbers in August.
Tourism Fiji’s CEO, Dr. Paresh Pant, acknowledged the evolving landscape of global travel and highlighted the anticipated competitive nature of the tourism market. He mentioned the need for robust marketing initiatives and stronger partnerships with airlines and the industry to effectively respond to travelers’ rising expectations regarding value and experience.
Looking ahead, Dr. Pant emphasized a strategy focused on maximizing the benefits of tourism across Fiji. A renewed effort in the Fiji Matai Program will promote high-yield segments such as meetings, incentives, conventions, and exhibitions (MICE), which are vital for sustained growth in the tourism sector. He expressed optimism about collaboration being key to maintaining market share and attracting more visitors in the coming year. This proactive approach signals a bright future for Fiji’s tourism industry.
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