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Fiji’s big plans to boost tourism

Averaging 1,200 daily inbound arrivals since reopening borders in December, Fiji aims to expand its visitor economy to an estimated FJD $3.37 billion and attract a million international visitors by the end of 2024.

Led by CEO Brent Hill, Tourism Fiji – Fiji’s key marketing arm – launched its new corporate plan this past week and there is optimism of returning to pre-Covid levels, with six priority areas that include the sustainable growth of demand.

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“By the end of 2024, our target is to return our industry to pre-Covid levels in terms of contribution to the economy (approximately 38 per cent of GDP), visitor spend (estimated at over FJ $3 billion) and employment (over 118,000 direct and indirect jobs),” the plan outlined.

“While our focus is the value of tourism to Fiji and Fijians, monthly arrival statistics provide a base-line, measurable proxy for progress to delivering this value. We therefore aim to return to the 2019 peak of international arrivals within three years.”

Tourism Fiji Board Chair, Andre Viljoen, Pacific Private Sector Development Initiative tourism expert Sara Currie & Tourism Fiji CEO, Brent Hill at the launch of the corporate plan. Fiji aims to expand its visitor economy to an estimated FJD $3.37 billion & attract a million international visitors by the end of 2024. Picture: Tourism Fiji

2019 international visitor arrivals stood at over 840,000, and the average length of stay was 9.6 nights, for which the average visitor was spending FJ$353 per night and FJ$3,379 per trip.

To counter Covid infections, the Fijian Government shut international borders in March 2020 and reopened to travel partner countries on 1 December 2021.

For that month alone, Fiji welcomed around 36,000 visitors, with numbers peaking at over 46,000 arrivals this past April, before the Fijian Government allowed quarantine-free travel for fully vaccinated passengers.

The travel industry has traditionally been Fiji’s largest employer.

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