Japanese Visitors to Fiji Rise 16%, Highest Growth Among Major Markets

Tourism Fiji announced that the number of visitors from Japan between January and August this year recorded the highest growth rate among its major markets.

The number of Japanese visitors to Fiji from January to August this year totaled 6,869, up 16% year on year. This was the highest growth rate among Fiji’s major markets and more than four times the average growth rate of 3.7% across all markets. According to provisional figures released by the Fiji Bureau of Statistics, total arrivals in August reached a record high for the month, at 99,963.

Tourism Fiji believes that Japanese travelers are choosing Fiji because of its direct flights, minimal time difference, hospitality, sense of safety, and continued promotion in the Japanese market.

We spoke with CEO Paresh Pan, who visited Japan to announce the specialist training program for the travel industry, the “Matai Project,” as well as alliances with the travel industry, about his views on the Japanese market.

—What is the current goal for Fiji tourism in the Japanese market?
In Japan, Fiji is perceived as simply a beach resort. We want it to be recognized as a more cultural, hospitality-rich, moving, and meaningful destination.

—What specifically do you mean by “meaningful”?
People today are exposed to stress every day. We believe that recovery from that stress will become a key theme. Fijian people have that power. It is not something found in the museums or art galleries of well-known tourist destinations. We want people to understand that Fiji is not just a beach resort, but a destination where the heart can be fulfilled and renewed.

—What metrics are you prioritizing in pursuit of that goal?
The most important metric is the number of Japanese visitors. Our annual target is 14,000 visitors. Visitor numbers to Fiji are steadily increasing, and we believe this target can be achieved by 2027. To this end, Japan adopted a new structure in April this year. We want to use digital channels to tell Fiji’s story.

—Flights are likely to be important in increasing visitor numbers. Are you working to improve air service?
In response to the growth of the Japanese market, Fiji Airways will increase its seasonal flight frequency from December through January. Depending on the results, we expect the service could increase to three round trips per week. It is also a positive that Fiji Airways does not impose a fuel surcharge. This should make tickets easier to purchase and lower the barrier for Japanese travelers.

—Please share a message for independent travelers considering Fiji.
We would like people to visit Fiji and experience its spirit of hospitality, known as the “bula spirit,” firsthand. We hope they will experience not only the beaches, but also cultural ceremonies and local culture. I think Japan and Fiji have some similarities. Both respect nature, have significant primary industries, and have cultures that respect elders. In that sense, the two countries have a strong affinity, and we hope visitors will enjoy the experience of slowing down in an environment they can understand and appreciate.