MORE than a million visitors have graced Fiji’s shores over the past year, according to research conducted by ANZ, who published their update in September.

The rolling annual total reached 1,013,565, while year-to-date arrivals climbed to 762,352 — up 3.7 per cent for  the same period last year. September recorded 95,970 arrivals, a 3.9 per cent increase year-on-year, continuing a steady upward trend that has been the case since the pandemic

“The numbers confirm that Fiji has turned a corner from recovery to growth, pointing to a July peak of 105,791 arrivals and six consecutive months of year-on-year gains since April.

Although positive, the growth has been narrow  with  Australia accounting for 48.2 per cent  of September arrivals — 46,302 visitors, up 4.8 percent — meaning nearly one in two travellers now comes from a single market.

The situation of Fiji’s second-largest source market, New Zealand, is standing at 23.1 per cent. NZ arrivals fell 2.7 per cent in September and are flat year-to-date at -0.4 per cent, sitting below 2024 levels. Australian outbound traffic to Fiji, by contrast, rose 13.7 per cent in August.

Long-haul markets are growing quickly but remain small. Continental Europe jumped 20.3 per cent , Japan 77.7 per cent, the UK 37.6 per cent, Korea 25 per cent and India 21.2 per cent. Norway, Sweden, Italy and Finland posted the strongest European gains. Yet Europe supplies just 3.5 per cent  of arrivals and Japan 1.4 per cent, leaving little room to offset any Australian slowdown.

People mainly come to Fiji for a holiday, making up 80.4 per cent of arrivals, with visiting friends and relatives at 8.1 per cent and business travel at 2.1 per cent. The majority of visitors are in the 65+ age bracket 11.7 per cent.

Competition is intensifying. Vietnam drew 30.3 per cent more Australian visitors in August, Vanuatu 33.1 per cent, and Bali remains a far larger destination for Australians overall. From New Zealand, Vietnam grew 23 per cent and Vanuatu 124 per cent, against Fiji’s 1.1 per cent. Fiji is still growing in absolute terms, but its share of Australian and New Zealand travel demand is in noticeable decline.

The clear picture is that  Fiji is performing well at this stage,  but dependent on one market for momentum. With New Zealand flat and long-haul growth still at a low level, Fiji’s near-term outlook  rests largely on continued Australian demand.