Tourism continues to be the backbone of Fiji’s economy, achieving a remarkable milestone of 986,367 visitor arrivals in 2025, which marks the first time the sector has surpassed the one million mark when combining air and sea arrivals. This historic achievement was announced by Deputy Prime Minister and Minister for Tourism and Civil Aviation, Viliame Gavoka, during the Third Tourism Convention. He noted that this growth reflects the resilience of the industry and sets a solid foundation for future advancements.
Gavoka attributed this progress to the dedicated individuals in the tourism sector—volunteers, dive masters, drivers, artisans, chefs, guides, and entrepreneurs—who have taken significant risks to help the industry recover from recent challenges. The 2025 visitor count shows a modest 0.3% increase compared to the previous year, yet Gavoka emphasized the importance of maintaining growth for the fourth consecutive year.
He pointed out that Fiji had surpassed its previous record of 929,740 visitors from 2023, in addition to welcoming 57,420 cruise passengers in the first three quarters of the year, underscoring the sector’s pivotal role in driving economic growth. The overall economy grew by 3.4% in 2025, following a rise of 3.5% in 2024, with tourism being a key contributor to this success.
In the context of global tourism, Gavoka noted that international tourist arrivals increased by 4% in 2025, reaching 1.52 billion worldwide. He emphasized that tourism remains a global powerhouse, and Fiji must capitalize on this growth. Factors such as improved air connectivity, policy reforms, and hosting major international events were identified as significant contributors to Fiji’s robust recovery.
Gavoka also discussed initiatives to promote regional development and support micro, small, and medium-sized enterprises (MSMEs), as well as the international accolades that Fijian operators have received for service excellence and occupancy rates. However, he acknowledged ongoing challenges within the sector, including communities that have yet to fully benefit from tourism and small businesses that encounter difficulties in entering and growing within the market.
He called for quicker governmental reforms and increased inclusivity, emphasizing sustainability and resilience. Gavoka highlighted the government’s commitment to integrating climate resilience, empowering local communities, and enhancing workforce preparedness. The National Sustainable Tourism Framework was referenced as a guide for developing new regions, emphasizing their potential for attracting high-value investments and unique visitor experiences.
In his address, Gavoka urged a shift in thinking, advocating for a move away from traditional tourist hotspots to focus on balanced, community-driven growth. He introduced new government initiatives aimed at improving attractions, accessibility, amenities, and support services to encourage sustainable and inclusive development.
The Third Tourism Convention aims to align the industry’s direction, policy, and collaborative efforts across the sector. Gavoka encouraged stakeholders to engage in open conversations to address pressing issues and work together to ensure that Fiji’s tourism industry remains resilient and inclusive for the future. He concluded by reaffirming tourism’s critical role in supporting jobs, businesses, and livelihoods throughout Fiji.
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