Fiji’s tourism sector is set to reach new heights with the introduction of “Tourism 2.0,” aiming to transform the industry into a $4 billion powerhouse, attracting more than one million visitors annually. This projection was presented by Brent Hill, the chief executive officer of Tourism Fiji, during the recent Fiji-Australia and Australia-Fiji Business Councils Joint Forum held in Suva.
Mr. Hill highlighted the potential for significant growth, noting that the current tourism revenue stands at approximately $3.2 billion. He believes this figure can increase by around $925 million over the next four years, targeting a visitor economy worth $4.24 billion by the end of 2027. He urged the government to continue investing in tourism, citing the potential for substantial financial returns on this investment.
Reflecting on past trends, Mr. Hill mentioned that during his move to Fiji three and a half years ago, visitor numbers from Australia had stagnated at a growth rate of just one percent over the previous decade. However, by 2019, this changed dramatically, with 367,000 Australians visiting Fiji. Last year saw this figure rise to 434,000, and this year it is projected to reach approximately 450,000, marking a 22 percent growth compared to 2019.
Tourism Fiji anticipates that visitor numbers will surpass one million by 2027, aided by Fiji Airways’ new non-stop flights to Dallas, expected to draw an additional 50,000 visitors from the United States, Europe, and South America. Additionally, the airline plans to introduce flights to four new Australian airports, further enhancing growth prospects for the tourism sector in Fiji.