Find Tourism and Travel partners in Fiji

Overview

Tourism has become a major part of Fiji’s economy, which contributed FJD2,244.2m in 2011.  The sector employed 104,500 people, constituting 31.9% of total employment in the country (World Travel and Tourism Council – WTTC 2011).  Tourism is by far the largest foreign exchange earner for the islands.  According to the WTTC, Fiji ranks 13th out 181 countries for the relative contribution of tourism to its economy, with a 35.4% share of GDP, compared to the world average of 14% (2011).  In 2010 the islands saw 632,000 tourist arrivals, of which almost 50% were from Australia.  After this New Zealand and the USA offer the next largest source markets respectively.  In 2011 visitor exports generated FJD1,479.4m, which made up 44.6% of total exports.  The Fiji Visitor’s Bureau is the government’s tourism promotion arm, and is responsible for marketing Fiji as an exotic tourist destination to target markets.  The Fiji Hotels and Tourism Association is the trade association that represents this industry.  

Investment

The traditional promotional angle of Fiji is as a tropical island paradise, offering white beaches and clear seas, alongside cultural attractions.  The tourism industry has become increasingly diverse and now offers a wide range of tourist experiences.  The country has seen the development of numerous up-market resorts, alongside the growth of a youthful backpacking market, increasingly expanding in the outer islands.  There are excellent opportunities for adventure activities, such as snorkelling, diving, surfing, kayaking, white-water rafting and trekking in the rainforest.  Nadi on Viti Levu is continuing to develop into a hub of tourist activity, with numerous hotels, hostels, restaurants, bars and nightclubs.

The ecotourism industry offers great potential for growth.  There are increasing numbers of eco-resorts, lodges and village home-stays.  Visits to villages offer insight into the rich Fijian traditional culture and sustainable ways of living.  The National Parks and Reserves provide opportunities for trekking, swimming and bird watching.  Other types of tourism that are in demand and offer potential investment opportunities are agritourism, spa tourism, health tourism, sports tourism, nautical tourism and retirement resort villages.

Investment into the travel and tourism industry in 2011 was FJD256.1m, constituting 21.6% of total investment in the country.  It was expected to rise by 14.8% in 2012, and then continue to grow by 5.6% pa over the following ten years, rising to FJD506.7m by 2022.