Fiji celebrates a successful 2024 with various milestones, including the welcoming of over 1 million visitors to its shores – the highest number ever recorded! Fiji welcomed more than 982,938 tourists arriving via air and 81,854 passengers arriving by cruise ships, which was a 5.7% increase compared to last year. 2024 saw an impressive growth trajectory for Fiji’s tourism industry, surpassing its target of 966,930. Australia alone recorded an increase of visitors by 4.8%, now holding 46% of the total market share.
The success of the cruise industry has been especially notable. The strong cruise sector has created immense economic value, supporting local communities and businesses across the nation. With continued collaboration, even greater returns are expected in 2025.
Tourism Fiji also achieved exceptional digital success in 2024. The organization saw record-breaking growth across its social media platforms starting the year with over one million followers. Website traffic also reached new heights with 8.93 million sessions in 2024, marking a 313% growth year-over-year. Additionally, new brand videos launched in 2024 accumulated over 2 million views on YouTube within a month of launch, showcasing the effectiveness of the country’s refreshed brand messaging.
What’s more, Tourism Fiji were winners of ‘Best Use of Native or Content Marketing’ at the Mumbrella Travel Marketing Summit 2024 for their brand collaboration with GoPro to drive the adventure sector. In addition, the team also won the Silver Award at the Australian Effie Awards for their ‘Where Happiness Comes Naturally’ brand positioning, securing its place as a standout performer and only winner in the Travel, Media and Leisure category.
Fiji also garnered greater international visibility through the return of the renowned Corona World Surf League (WSL) Fiji Pro, the second Spartan Fiji Trifecta, and the first-ever NRL match held in Fiji. These high-profile events have reinforced the country’s standing as a top destination for both surfing enthusiasts and international sports fans. Moreover, securing the WSL Finals for 2025 promises continued global exposure for the country.
Tourism Fiji CEO, Brent Hill, expressed his excitement, saying, “We are thrilled to have welcomed over a million visitors to Fiji via air and cruise, but we are also focused on ensuring that this growth remains sustainable. Our priority is to attract tourists who not only appreciate our stunning landscapes and rich culture but also contribute to a high-yield tourism sector.”
“With strong partnerships, a growing airline and cruise industry, and exceptional performance in key international markets, we are confident that Fiji’s tourism industry is on a promising path for continued success in the years ahead” he adds.
David Galt, Webjet CEO OTA, also commented that “In 2024, over 12,500 Aussies booked a holiday to Fiji through Webjet, contributing to the region’s tourism growth. With its natural beauty and vibrant landscapes, Fiji offers a perfect escape for travellers seeking a tropical getaway, and Webjet’s partnership with Tourism Fiji has helped expand travel options.”
In addition to the strong growth, Fiji’s performance outpaced several regional competitors, and Fiji was listed in a number of ‘must travel’ lists by key media and publications, for 2025. Fiji continues to be recognized globally for its unique charm and natural beauty. Fiji was named the #3 destination to visit in 2025 by Lonely Planet and ranked #1 Island in the South Pacific in Condé Nast Traveler’s Readers’ Choice Awards. The destination also won a silver award at the coveted Australian Effie Awards.
