The June 2025 Horwath HTL Fiji Hotel Market Overview provides a comprehensive analysis of Fiji’s post-COVID tourism recovery, sector performance, and forward outlook.
The Fiji tourism market quickly returned to a position of strength following the opening of borders in late 2021. The key source market of Australia was quick to return, followed by North American and New Zealand markets. This drove improving occupancy and record ADR levels in 2023 and 2024.
The future challenge for the Fiji market will be in ensuring growth in tourist accommodation supply and seeing a greater diversification of source markets to improve year-round performance and reduce seasonal travel fluctuations.
Key Takeaways:
- Visitor Source Markets: Australia (46% of arrivals), New Zealand (23%), and North America (13%) dominate inbound travel. Australia remains the largest source of earnings, accounting for 50% in 2024.
- Travel Purpose: Leisure is the primary driver, with 79% of arrivals for holiday. Business and VFR (Visiting Friends and Relatives) remain niche, though VFR shows growing use of hotel and Airbnb accommodation.
- Seasonality: Peak demand continues between June and October. Fiji needs to better target other source market to boost off-season visitation, particularly via North American and Northeast Asian markets.
- Accommodation Trends: Of 252 hotels, 33% are branded properties. Most room supply is concentrated in Nadi, Coral Coast, and Mamanuca, aligning with leisure demand patterns.
The report provides valuable insights for stakeholders in policy, investment, and development planning.
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