Welcomes new airlift via Dallas
Beautiful Mala Mala Island, Fiji, Pacific Ocean
Tourism Fiji is celebrating a headline year for visitor numbers, welcoming a record 822,253 visitors between January and October 2024 (a 6.5% increase compared to the same period in 2023), surpassing pre-pandemic levels and further cementing Fiji’s reputation as a must-visit destination in the South Pacific.
Within those numbers, UK visitors to Fiji were up 16% year on year between January and October, with recent months performing particularly strongly, for example September 2024 was 60% up over September 2023.
The newly released figures coincided with the announcement of Fiji as #3 in Lonely Planet’s prestigious Best in Travel list, behind Cameroon and Lithuania as the best destinations to visit in 2025, describing visiting Fiji as “a transformative experience”. It also cites its 460 protected marine areas brimming with life” and calls out initiatives supporting the preservation of the marine ecosystem through activities like planting coral and mangroves, and the opportunity to experience Fijian hospitality and cultural experiences through organisations like the sustainable tourism collective Duavata.
The record visitor figures are set to be boosted this month by a new Fiji Airways flight from Dallas launching on 10 December, which has favourable connection times with flights to and from the UK. This, alongside flight connections via a host of international hubs including Hong Kong, Tokyo, Singapore, Vancouver, San Francisco and LA, means that it has never been easier for UK travellers to get to this paradise archipelago of over 300 islands.
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.
Tourism Fiji CEO Brent Hill said: “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. The future of tourism in Fiji is bright, with exciting new developments and global recognition for our hospitality. We’re proud to share the warmth and magic of Fiji with more visitors than ever before, as we continue to grow sustainably and authentically.”
Tourism Fiji’s UK & European Regional Director Jane West added: “It’s exciting to see UK visitor numbers go from strength to strength as more Brits enjoy Fiji’s unique hospitality, beautiful beaches, community tourism and incredible adventure offering, from well-established experiences like diving, river rafting and hiking, to newcomers like the new electric bike rides and scenic 4WD.”
To capitalise on the increased access, prominence of Fiji as a destination and the new hotels and experiences added to the visitor experience, Tourism Fiji has also launched a new, playful creative campaign which will roll out globally. The campaign Happy Passports takes a light-hearted approach to the universal frustration of passport photos, showing how hard it is to maintain a solemn expression in a country where happiness comes so naturally.