Fiji has achieved a historic milestone, welcoming over 1.06 million tourists in 2024—marking the first time the country has surpassed the 1 million visitor mark. This remarkable feat highlights Fiji’s growing allure as a top travel destination. Tourism Fiji CEO, Brent Hill, confirmed the achievement, noting that over 80,000 of these visitors arrived by cruise ships, while nearly 980,000 traveled via the country’s airports.
As Fiji enters 2025, the momentum continues, particularly with the peak cruise season in full swing. This week, the island nation welcomed the Crown Princess and MS Europa, with the latter bringing more than 5,000 passengers to Taveuni. Hill praised the seamless experiences around the ships, from shore excursions to vibrant local atmospheres, all made possible by the dedication of teams across Fiji. These efforts not only ensure visitors enjoy their stay but also contribute to local communities through tourism-driven activities like shopping, cultural experiences, and guided tours.
Tourism remains a transformative industry for Fiji, benefiting its stunning islands, villages, and businesses. As the country continues to break records, its tourism sector has surged by 6.5% over 2023, surpassing pre-pandemic levels and cementing Fiji’s position as a must-visit South Pacific destination. This growth is fueled by the global success of Tourism Fiji’s “Where Happiness Comes Naturally” brand and an increasing demand for culturally immersive travel experiences.
Looking ahead to 2024, Fiji is poised for another record-breaking year. Several new hotel and resort openings, including The Crowne Plaza Nadi, Sofitel Vatu Talei Denarau, Radisson Blu Mirage Resort, and Hilton Garden Inn Suva, will further enhance Fiji’s appeal. In addition, Fiji Airways continues to earn global recognition and expand its capacity, including the new non-stop Dallas-Nadi route launched in December 2024.
In line with its success, Tourism Fiji recently launched Chapter 2 of its “Where Happiness Comes Naturally” platform. Building on Chapter 1, which celebrated the genuine happiness rooted in Fijian culture, Chapter 2 invites global audiences to not just witness, but experience the joy that defines Fiji. The new campaign, “Happy Passports,” takes a light-hearted approach to the universal frustration of passport photos. It features two engaging characters: Ana, a customs officer at Fiji’s international airport, and Viliame, a local passport photographer, who humorously explore how difficult it is to maintain a serious face in such a vibrant and joyful place.
Filmed across Nadi and Wakaya Island, the campaign highlights Fiji’s beauty, culture, and diversity through five key travel pillars: Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink. Special thanks go to the Wakaya Island Resort team for their exceptional hospitality and for offering a luxurious retreat with stunning coral reefs, world-class diving, tropical forests, and authentic local cuisine—making it the perfect secluded hideaway for relaxation.
With these initiatives, Fiji continues to showcase its exceptional tourism offerings and promises even more milestones and unforgettable experiences for travelers in 2025.
