FIJI Airways, Fiji’s National Carrier, has issued a clarion call for collective action to unlock the next phase of growth for the country’s vital tourism sector.
Speaking at the Third Fiji Tourism Convention, Executive Manager Kameli Batiweti emphasized that air connectivity is not merely a convenience but a strategic enabler underpinning resilience, diversification, and inclusive economic growth in Fiji.
“Tourism in Fiji stands on a three-legged stool — government, the hospitality industry, and aviation. When any one of these legs is weak, the entire industry is at risk,” Batiweti told delegates.
He highlighted the urgent need for stronger collaboration between government, hoteliers, and airlines, arguing that only by breaking down silos and acting as a unified team can Fiji’s tourism sector reach its full potential.
Batiweti highlighted that over 80% of visitors arrive in Fiji by air, making aviation the primary gateway to tourism inclusivity and market diversification.
With Fiji Airways now serving 26 international ports, the airline continues to invest heavily in expanding access. However, Batiweti warned that airline efforts alone are not enough.
“A destination without air access is stagnant, but if airlines are expected to compete on price, then the value and experiences offered by our hotels and resorts must continually improve to make Fiji the preferred choice,” he said.
Citing data from the Australian Bureau of Statistics, Batiweti noted that while Australia remains Fiji’s largest tourism source market, Fiji is still only the tenth most popular destination for Australian travelers — trailing far behind Indonesia.
Despite Fiji Airways and other national carriers flying over 2 million passengers in 2023, only 930,000 stopped in Fiji, with the rest transiting onward.
“The opportunity is right in front of us: how do we convince more transit passengers to stop and experience Fiji, even for just a few days? This is not just an airline issue or a hotel issue — it’s a system-wide challenge that demands a united approach,” he said.
Batiweti also called attention to persistent hotel capacity constraints, rising operating costs, and intensifying competition from other regional destinations.
He encouraged stakeholders to “convert runways to revenues” by working together to increase the number of hotel rooms and enhance the overall visitor experience.
“We ask that Fiji Airways be viewed not just as a service provider, but as a development partner in nation-building. We will continue to invest in connectivity and sustain our routes, but we need the hospitality sector and government to match our efforts in guest satisfaction and capacity growth,” Batiweti urged.
Batiweti declared, “Aviation-led growth requires collective action. We must move beyond our silos, coordinate our strategies, and lead with one vision. Only then can Fiji’s tourism truly go beyond boundaries and realize its full potential.”
The message from Fiji Airways is clear: the future of tourism in Fiji rests on a united, proactive partnership among all stakeholders — and the time for action is now.