Tourism Fiji declares 2024 a headline year

Tourism Fiji celebrates a headline year for visitor numbers, welcoming a record 822,253 visitors between January and October 2024.

This is an increase of around 6.5 percent compared to the numbers seen in the first ten months of 2023.

Likewise, this year’s numbers have surpassed pre-pandemic levels, further cementing Fiji’s reputation as a must-visit destination in the South Pacific.

Within those numbers, UK visitors to Fiji were up 16 percent year on year between January and October, with recent months performing particularly strongly: for example, September 2024 was 60 percent up over September 2023.

Tourism Fiji CEO Brent Hill said: “This has been a landmark year for Fiji, as we celebrate record-breaking visitor numbers and a renewed global appreciation for everything that makes our islands unique. Our success reflects more than just breathtaking beaches: it’s about the authentic Fijian experiences and connections travellers have here. The future of tourism in Fiji is bright, with exciting new developments and global recognition for our hospitality. We’re proud to share the warmth and magic of Fiji with more visitors than ever before, as we continue to grow sustainably and authentically.”

Tourism Fiji’s regional director for UK and Europe Jane West added: “It’s exciting to see UK visitor numbers go from strength to strength as more Brits enjoy Fiji’s unique hospitality, beautiful beaches, community tourism and incredible adventure offering, from well-established experiences like diving, river rafting and hiking, to newcomers like the new electric bike rides and scenic 4WD.”

A happy new campaign

Also, to capitalise on the increased access to and prominence of Fiji as a destination, as well as the new hotels and experiences added to the visitor experience, Tourism Fiji launched a playful new creative campaign which will roll out globally. 

The campaign Happy Passports takes a light-hearted approach to the universal frustration of passport photos, showing how hard it is to maintain a solemn expression in a country where happiness comes so naturally.

Flights set to boost tourist numbers

Visitor figures could go even higher this month thanks to a new Fiji Airways flight from Dallas which takes off on Tuesday, 10th December. 

This, alongside flight connections via a host of international hubs including Hong Kong, Tokyo, Singapore, Vancouver, San Francisco, and Los Angeles, means that it has never been easier for UK travellers to get to this paradise archipelago of over 300 islands.

Anticipating a potential surge in demand for accommodations, several new hotel and resort openings are underway including The Crowne Plaza Nadi, Sofitel Vatu Talei Denarau, Radisson Blu Mirage Resort, and Hilton Garden Inn Suva.

Best in travel

The newly released figures coincided with the announcement that Lonely Planet ranked Fiji in third place on its prestigious Best in Travel list.

Ranked just behind Cameroon and Lithuania as the best destinations to visit in 2025, Fiji was described in its caption as a transformative experience. 

Lonely Planet also cited Fiji’s 460 protected marine areas brimming with life, lauding its initiatives supporting the preservation of the marine ecosystem through activities like planting coral and mangroves, and the opportunity to experience Fijian hospitality and cultural experiences through organisations like the sustainable tourism collective Duavata.