Tourism has emerged as the dominant industry in Fiji, accounting for over 40% of GDP and driving significant economic and social impacts across the nation. According to recent statistics, the sector employs approximately 119,000 Fijians directly and indirectly supports tens of thousands more jobs.
Fiji is renowned globally for its natural beauty, with pristine beaches and tropical rainforests drawing visitors from around the world. The country’s “Bula spirit” of warm hospitality also makes it a highly desirable tourism destination. Revenue in the travel and tourism market is projected to reach US$14.24 million in 2024, underscoring continued growth prospects.
As a strategic consulting firm, Ruskin Felix Consulting (RFC) can work extensively with stakeholders across Fiji’s tourism sector. RFC consultants can provide guidance on areas like sustainable development planning, new product offerings, and targeted marketing initiatives. One area of focus will be high-end eco-tourism experiences showcasing responsible enjoyment of Fiji’s natural wonders.
In 2018, Fiji welcomed 870,309 visitors, with Australia and New Zealand accounting for 65% of total visitors. The U.S. represented 10% of visitors and contributed significantly to the economy. After facing challenges due to the pandemic, Fiji’s tourism industry is rebounding strongly. GDP growth is estimated at 15.1% in 2022 and projected to be 5.4% in 2023. Visitor arrivals have surpassed pre-COVID levels, with tourists staying longer and spending more per day.
RFC can also assist in improving accessibility through recommendations such as expanded airlift partnerships. Upgrades to visitor infrastructure recommended by RFC – like hiking trails, accommodation, and interpretive centers – have enhanced the tourism experience while benefiting local communities.
Going forward, RFC remains committed to supporting the long-term socioeconomic impacts of this vital industry. Strategic consultation will aid ongoing growth, job creation, and ensuring tourism benefits are shared equitably. Areas of upcoming focus include workforce training initiatives and opportunities within new sectors like yachting and film tourism.
With the guidance of experienced partners like RFC, Fiji’s tourism industry is well positioned to strengthen its role as a global leader in sustainable travel. This will allow the significant economic and social contributions of the sector to endure for generations to come.
