FIJI Airways, the national airline of Fiji, has called for collective action to propel the next wave of growth within the country’s essential tourism sector. During the Third Fiji Tourism Convention, Executive Manager Kameli Batiweti highlighted that air connectivity plays a crucial role in fostering resilience, diversification, and inclusive economic growth in Fiji.
Batiweti underscored the significance of a strong collaboration among the key pillars of Fiji’s tourism: government, the hospitality industry, and aviation. He pointed out that when any of these components falter, the entire industry faces risks. “Tourism in Fiji stands on a three-legged stool,” he stated, urging delegates to recognize the importance of working in unity to unlock the sector’s full potential.
He noted that over 80% of visitors to Fiji arrive by air, establishing aviation as the crucial gateway to a diverse tourism market. With Fiji Airways currently serving 26 international destinations, the airline is making significant efforts to enhance access, but Batiweti emphasized that collective action is necessary beyond just airline initiatives.
“A destination without air access is stagnant. If we want to compete, the value and experiences provided by our hotels and resorts must consistently improve,” he said. This perspective was further reinforced by referencing data from the Australian Bureau of Statistics, indicating that, while Australia is Fiji’s primary tourism market, Fiji ranks only as the tenth most favored destination for Australian travelers, significantly trailing behind Indonesia.
In total, more than 2 million passengers flew with Fiji Airways and other national carriers in 2023, yet only about 930,000 made Fiji their final destination. Batiweti posed a critical question: how can Fiji engage transit passengers to explore the islands, even if just briefly? He emphasized that addressing this challenge requires a systemic and unified approach from all stakeholders involved.
Additionally, he drew attention to ongoing issues such as limited hotel capacity, rising operational costs, and increasing competition from regional destinations. He encouraged stakeholders to “convert runways to revenues” through collaboration, aimed at boosting the available hotel rooms and enhancing the overall visitor experience.
Batiweti called for Fiji Airways to be viewed not merely as a service provider but as a development partner actively involved in nation-building. He assured continued investments in connectivity and sustaining routes while urging the hospitality sector and the government to align efforts for improving guest satisfaction and expanding capacity.
He concluded with a powerful message: “Aviation-led growth requires collective action. We must move beyond our silos, coordinate our strategies, and lead with one vision. Only then can Fiji’s tourism truly go beyond boundaries and realize its full potential.” The rallying cry from Fiji Airways emphasizes that the future of the nation’s tourism hinges on proactive collaboration among all constituents—underscoring the urgent need for cohesive efforts to seize the opportunities that lie ahead.
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