Fiji’s Deputy Prime Minister and Minister for Tourism, Viliame Gavoka, has urged the country to broaden its tourism approach by looking beyond its traditional markets such as Australia and New Zealand. Currently, these markets contribute a substantial 70 percent of total visitor arrivals to Fiji. Gavoka identifies India as a rising high-potential source for outbound tourism, with projections indicating that by 2024, Indian outbound travel could reach a staggering $40.5 billion, growing to $123.75 billion within the next decade.
With expectations that India will become the fifth-largest outbound tourism market globally by 2027, Gavoka emphasizes the lucrative spending habits of Indian travelers, who spend between $168 and $450 per night—significantly exceeding the average spending of American tourists. However, he highlights that air connectivity is a pressing challenge for capitalizing on this opportunity, as there are currently limitations in flights and layover durations that hinder potential Indian visitors.
To address these connectivity issues, discussions are ongoing with Fiji Airways and Indian airlines, including Air India, aimed at enhancing flight access between the two nations. Fiji Airways is reportedly leveraging its codeshare agreement with Air India, although operational constraints like flight range and payload to hubs such as Delhi must be navigated.
Gavoka’s comments align with previous announcements regarding the tourism industry’s focus, where he detailed a significant 300% increase in Indian arrivals from December 2022 to 2023, showcasing successful marketing strategies employed by Tourism Fiji aimed at engaging Indian travelers. This growing interest in Fiji as a destination for adventure tourism and destination weddings mirrors the expanding allure of the South Pacific nation.
The Deputy Prime Minister’s proactive approach to expanding tourism markets presents an optimistic outlook for Fiji’s economic growth, with the potential for increased cultural exchange and economic opportunities from emerging travel demographics. Moving forward, advancing air links and enhancing promotions to attract Indian tourists could solidify Fiji’s status as a premier travel destination.
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