FIJI’S tourism industry is shifting its focus from record visitor numbers to creating greater economic value, strengthening competitiveness and widening community participation.
Industry leaders gathered at Tourism Fiji’s Industry Day 2026 at the Sofitel Fiji Resort & Spa in Denarau to review the sector’s performance, discuss emerging challenges and opportunities, and consider priorities for the year ahead.
The annual event brought Tourism Fiji together with industry partners and regional teams to share insights into international markets and changing traveller trends.
The discussions follow another strong period for Fiji tourism, with the country welcoming a record 986,367 visitors in 2025.
Fiji also reached a new monthly milestone in July this year, recording 105,791 visitor arrivals the first time arrivals have exceeded 100,000 in a single month.
Deputy Prime Minister and Minister for Tourism and Civil Aviation Viliame Gavoka said the figures represented more than tourism statistics.
“These are not simply numbers. They represent jobs, businesses, communities, and opportunities for our people. They also tell us that Fiji remains a destination the world wants to visit,” Gavoka said.
He said the industry now needed to ensure continued tourism growth delivered greater value for Fiji while strengthening the country’s competitiveness and enabling more communities to share in the sector’s benefits.
“Growth must come with purpose. Our focus should not only be on how many visitors we welcome, but on the value tourism creates for Fiji and our people,” he said.
Tourism Fiji chief executive officer Dr Paresh Pant said Industry Day provided an opportunity for the organisation to engage directly with tourism operators and share information gathered from its international markets.
“Industry Day gives us an opportunity to share the trends and challenges shaping the tourism landscape, reflect on what we have achieved together, and look to the year ahead,” Pant said.
He said Tourism Fiji’s regional teams played an important role in helping the local industry understand developments in key visitor markets.
“A key part of the day is hearing directly from our regional teams, who bring a strong understanding of their respective markets and the changing needs of travellers,” Pant said.
“These insights help our industry partners better understand where we see opportunities and how we can work together to capture them.”
The gathering comes as Fiji’s tourism sector looks beyond increasing arrival numbers and places greater emphasis on competitiveness, innovation, sustainability and the economic value generated by tourism. Tourism Fiji said Industry Day also formed part of its efforts to keep tourism operators informed and connected as opportunities emerge across Fiji’s international visitor markets.
