Fiji eyes inclusive tourism growth and stronger ties with India

Fiji’s tourism sector stands as a pillar of its economy, contributing nearly 40 per cent to the national GDP. In an exclusive conversation with Travel Trade Journal (TTJ) during the Fiji Tourism Exchange 2025, Hon. Viliame Gavoka, Deputy Prime Minister and Minister for Tourism and Civil Aviation, Fiji, offered a comprehensive perspective on Fiji’s growth trajectory.

- Sonika Bohra

Expanding the Footprint

Tourism plays a vital role in Fiji's economy, currently contributing nearly 40 per cent of our GDP. Hon. Gavoka emphasised, “However, much of this activity is centred in just two provinces: Nadroga-Navosa and Ba. With Fiji consisting of 14 provinces, our goal is to extend the benefits of tourism more equitably across the entire nation.”

The roadmap to achieving this inclusivity lies in the Sustainable Tourism Framework launched last year. “By 2027, we are forecasting around 1.25 million visitors and an economic contribution of FJ$4 billion. For a population of under a million, this is significant, and we still have room to grow without facing the risks of overtourism,” he added.

Using Denarau Island as a case in point, a region that transformed over 50 years into one of Fiji's most developed integrated resorts, the minister expressed confidence that similar long-term growth stories are possible in less-developed provinces.

From Sun and Sand to Cultural Immersion

While Fiji remains synonymous with pristine beaches and azure waters, the tourism narrative is steadily evolving. “Sun, sand, and sea are still central, but today’s traveller seeks more. ‘Experiential travel’ is the new frontier,” Gavoka noted.

Fiji is diversifying its offerings from tourism retreats designed for rest and recovery to immersive community experiences. Govoka also mentioned, “Authenticity is our strength. Guests often ask, ‘What else can we do here?’ We are responding with meaningful experiences that immerse them in our way of life.”

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