Fiji's pillar tourism sector is riding high amid record visitor numbers, with the Chinese market growing in importance as a key source of travelers for the island destination that promises high-quality experiences.

Fiji's annual visitor arrival numbers recorded a new peak of 986,367 last year, up from 982,938 in 2024, figures from the country's bureau of statistics showed.

The bulk of visitors last year were from Australia, New Zealand, North America, Europe and China, according to Tourism Fiji, with travelers from China to the archipelagic country numbering 28,602.

Paresh Pant, CEO of Tourism Fiji, which is the Fijian government's tourism marketing arm, told China Daily that the country's "unique combination of natural beauty, genuine hospitality and strong cultural identity continues to resonate with Chinese travelers who are increasingly seeking quality travel experiences rather than traditional sightseeing holidays".

Tourism Fiji has significantly strengthened its engagement with the Chinese market through measures such as enhanced partnerships with leading travel platforms, cooperation with key trade partners, and social media links, he said.

"These efforts are translating into tangible results," Pant said, adding that from January to April 2026, visitor arrivals from China grew by nearly 9 percent year-on-year.

"China is one of Fiji's most important strategic growth markets … it remains one of the markets with the strongest long-term growth potential for Fiji," Pant said.

The value of the Chinese market extends beyond visitor numbers alone, he said, as Spring Festival and other major Chinese travel periods "help complement Fiji's traditional demand cycles and support more balanced year-round visitation".

"This provides important benefits across the tourism sector, including airlines, hotels, resorts, tour operators, and local communities," he said.

Fantasha Lockington, chief executive of the Fiji Hotel and Tourism Association, or FHTA, the industry body representing hotels, resorts and other tourism stakeholders in Fiji, told China Daily that the strong visitor numbers "reflect a few things coming together at the right time".

Chinese travelers are part of that growth, Lockington said, with a visa-free policy, improved connectivity through Hong Kong, and renewed interest in long-haul travel all helping.

"China is important because it helps Fiji diversify its visitor markets. Australia and New Zealand remain our largest and closest markets, but China gives us room to grow in areas such as weddings, honeymoons, diving, wellness, family holidays and incentive travel," she said.

Tourism businesses are also working through Tourism Fiji's China-focused programs, including support in Mandarin-language information, familiar guest amenities and tailored services, she said.

Challenges remain

Lockington said considerable challenges to the industry, such as disruptions to global travel and resources due to tensions in the Middle East, remain.

"Tourism is doing well, but operators are still working in a very unpredictable global environment. For a destination like Fiji, anything that affects fuel prices, aviation, freight, insurance, supply chains or traveler confidence can quickly affect the cost of doing business," she said.

The Fiji government, in response to the global uncertainty, has reactivated a tourism action group to safeguard the pillar sector that accounts for more than 40 percent of the nation's GDP, according to local media.

"The Middle East conflict has disrupted aviation routes. Fuel costs are rising," broadcaster FBC cited Tourism Minister Viliame Gavoka as saying.

The tourism action group's priority is to sustain confidence in current bookings for the peak travel period and to prepare for the 2026-27 season, he said.

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Lockington from FHTA said the focus is on helping create the right environment for tourism businesses to keep growing sustainably, as well as supporting industry readiness for the Chinese market.

Pant from Tourism Fiji said the country "continues to operate within a complex global environment shaped by economic uncertainty, aviation pressures and geopolitical developments".

The strategy "remains focused on sustainable, high-value tourism growth rather than purely volume-driven expansion".

"China will continue to play a central role in this strategy," he said, as it "aligns strongly with several key travel trends that are shaping the future of tourism, including premium experiences, family travel, wellness tourism and digitally influenced travel planning".

Contact the writers at alexishooi@chinadaily.com.cn