Fiji reports 12% rise in UK visitors in 2025

Fiji welcomed 13,607 UK tourists in 2025, marking a 12% increase on the previous year.

The UK represented 1.6% of market share in 2025, with Europe more broadly equating to 46,000 visitors and 4.6% of market share.

Tourism Fiji chief executive Paresh Pant said while UK travellers represented a small proportion of visitors, Brits’ length of stay was roughly “double the average”.

“[They are] spending more time getting immersed in the culture and the people,” he added.

Pant said Fiji had seen the “biggest growth in the luxury sector” in recent years.

Premium product in the country is growing, with a One&Only hotel set to open in 2029 and a Ritz-Carlton outpost due to follow in 2030, joining established properties such as Six Senses Fiji, Laucala Island, Savasi Island Resort and Wakaya Island Resort & Spa.

“Luxury operators have capitalised on the interest of people wanting more experiential travel. Fiji delivers experience in bucketloads,” Pant said.

“Every luxury resort we have in Fiji is associated with a particular experience, whether it be geographical, spiritual or mythological.”

Pant said UK and European travellers were “leading the charge” in visiting off-the-beaten-track destinations” and driving business across the islands.

The trend sits in line with the Fiji National Sustainable Tourism Framework 2024-2034, which aims to “expand the dispersion of tourists” to places beyond the tourist hubs and “share economic benefits” around the country.

“There is definitely more accommodation needed across the mainstream regions [to cater for rising visitor numbers],” Pant added.

Small-ship and expedition itineraries are becoming more widespread in the region, with lines such as Windstar Cruises including Fiji in their French Polynesian itineraries.

“Waterways are becoming much more flexible for water-based journeys than before,” Pant said.

Accessibility by air is also increasing, with the country joining global airline alliance Oneworld in April last year, which Pant said had proved “really beneficial” in increasing ease of access for travellers.

Direct flights to Fiji are available through Fiji Airways, Air New Zealand, Qantas and Virgin Australia but the country also serves as a “one-stop destination” for the UK, with flights from Heathrow via hubs including Hong Kong, Tokyo and Singapore.

Pant said Tourism Fiji was working to “educate the trade and consumers” that the country is easier to reach than some may assume, and placed “high importance” on trade relationships.

“The complexity of journeys means the ease of going through a travel agent or tour operator is paramount,” he said.

The tourist board has recently relaunched its Fiji Online Specialist training programme to highlight increasing air accessibility and other developments, and also hosts a UK roadshow and fam trips to connect with key trade partners.

This July, Fiji Rugby will host three international games at Cardiff City Stadium, Liverpool’s Hill Dickinson Stadium and Murrayfield Stadium in Edinburgh, with agent incentives surrounding these events to be announced soon.