Fiji's pillar tourism sector is riding high amid record visitor numbers, with the Chinese market growing in importance as a key source of travelers for the island destination that promises high-quality experiences.
Fiji's annual visitor arrival numbers recorded a new peak of 986,367 last year, up from 982,938 in 2024, figures from the country's bureau of statistics showed.
The bulk of visitors last year were from Australia, New Zealand, North America, Europe and China, according to Tourism Fiji, with travelers from China to the archipelagic country numbering 28,602.
Paresh Pant, CEO of Tourism Fiji, which is the Fijian government's tourism marketing arm, told China Daily that the country's "unique combination of natural beauty, genuine hospitality and strong cultural identity continues to resonate with Chinese travelers who are increasingly seeking quality travel experiences rather than traditional sightseeing holidays".
Tourism Fiji has significantly strengthened its engagement with the Chinese market through measures such as enhanced partnerships with leading travel platforms, cooperation with key trade partners, and social media links, he said.
