Fiji records 6.5% increase in tourist arrivals over 2023

Launches new campaign – Happy Passports with the chapter 2 of its brand platform – Where Happiness Comes Naturally.

Fiji continues another record-breaking year, marking a 6.5% increase over 2023, surpassing pre-pandemic levels and further cementing Fiji’s reputation as a must-visit destination in the South Pacific.

To accommodate growing demand, several new hotel and resort openings are underway, including The Crowne Plaza Nadi, Sofitel Vatu Talei Denarau, Radisson Blu Mirage Resort, Hilton Garden Inn Suva, and more. These developments are expected to further enhance Fiji’s appeal as a leading travel destination. In addition, Fiji Airways continues to win global awards and grow capacity, including the new Dallas – Nadi non-stop route opening December 2024.

Tourism Fiji recently launched Chapter 2 of its brand platform, Where Happiness Comes Naturally. In Chapter 1, it celebrated the genuine happiness rooted in authentic Fijian culture and shared it with the world. Now, in Chapter 2, it is going further—inviting global audiences not just to witness but to experience the joy that defines Fiji through the new campaign, Happy Passports.            

Tourism Fiji CEO, Brent Hill says “This has been a landmark year for Fiji, as we celebrate record-breaking visitor numbers and a renewed global appreciation for everything that makes our islands unique. Our success reflects more than just breathtaking beaches—it’s about the authentic Fijian experiences and connections travellers have here. With our new campaign, we’re inviting the world to discover the playful, joyful spirit of Fiji that stays with you long after you leave.”

The campaign will launch as part of a comprehensive global media strategy, spanning out-of-home advertising, BVOD, OLV, cinema, audio, and social media. It will direct audiences to the Tourism Fiji website, where they can explore the wide range of experiences Fiji offers.