Fiji is shifting its tourism strategy from visitor growth toward higher-value and more sustainable economic returns, Deputy Prime Minister and Minister for Tourism and Civil Aviation Viliame Gavoka said.
Speaking at Tourism Fiji Industry Day 2026 at the Sofitel Fiji Resort & Spa in Denarau on Sept. 17, Gavoka said the next phase of tourism development must generate greater and more sustainable benefits for Fijian businesses, workers and communities.
Fiji welcomed a record 986,367 visitors in 2025, while visitor arrivals reached 105,791 in July 2026, marking the first time arrivals exceeded 100,000 in a single month.
“Demand for Fiji remains strong. The world still wants to come to Fiji. But the question before us now is not simply how do we attract more visitors? It is: how do we translate that demand into greater and more sustainable value for Fiji?” Gavoka said.
He said future growth would require closer coordination among destination marketing, aviation capacity, accommodation investment, tourism products and visitor experience.
“Our ambition must be value over volume, quality over quantity, and authentic Fijian experiences that distinguish us from every other destination competing for the same traveler,” he said.
Expanding tourism investment
Gavoka pointed to renewed investment in the sector, including proposed developments such as Sofitel Fiji Vatu Talei, TRIBE Na Tomba, The Sebel Nuku Loaloa Living and Tawamudu Yadua in the Western Division, as well as continued investment in established properties such as Hilton in Suva.
He also called for tourism opportunities to expand beyond Fiji’s traditional tourism corridors.
Through the Na Vualiku program, the government is supporting the foundations for long-term tourism growth in Vanua Levu through improved access, infrastructure, destination planning and assistance for businesses and communities.
Gavoka said the government would also continue exploring opportunities in Lau and other parts of Fiji where tourism remains relatively undeveloped.
The broader geographic push is intended to spread the benefits of tourism investment while creating new destinations and experiences for visitors.
Tourism reforms
The Industry Day also provided a platform to discuss government reforms, including the Tourism Act 2026, which replaced the Hotels and Guest Houses Act 1973.
The new legislation establishes a framework for national quality and sustainability standards, a progressive pathway for tourism businesses and greater industry and community participation through the National Tourism Council.
It also provides greater support for micro, small and medium enterprises and community-based tourism.
Gavoka acknowledged the tourism industry's engagement during the introduction of the 5-percent Tourism Services Tax and reaffirmed the government's commitment to clear communication and continued consultation during its implementation.
He also recognized Tourism Fiji, its regional teams and industry partners for promoting Fiji in an increasingly competitive global market.
Tourism Fiji has adopted a more targeted approach to international markets, including an AI-powered marketing initiative in China that received recognition at the 2026 PATA Gold Awards.
Connectivity remains critical
Gavoka said aviation would remain fundamental to Fiji's tourism growth, with air connectivity, route competitiveness and airline capacity determining the country's ability to convert international demand into actual visitor arrivals.
He acknowledged the growing role of technology and artificial intelligence but said Fiji's people, culture, communities, environment and hospitality remained the country's key competitive advantages.
“Tourism is our vuvale. Government, Tourism Fiji, Fiji Airways, our hotels and operators, investors, SMEs, communities, and every Fijian who welcomes a visitor and shares a little of our home with them, we are all part of it,” he said.
Tourism Fiji Industry Day 2026 brought together tourism leaders, regional market representatives, industry partners and other stakeholders to discuss market performance, emerging opportunities and the future direction of Fiji's visitor economy.
