PEAKLIFE

By Neha Mehrotra

Whether you want to spend your days relaxing in a private island villa, dine-in under the stars with your partner accompanied by romantic Fijian serenaders, set out on adventure activities, or immerse yourself in the rich culture of the island, there’s something to suit every taste and budget in Fiji.

The recent number of Indian arrivals to the South Pacific Island nation has underlined an increased appetite for premium and experience-led travel. Recognising the significance of multi-generational family travel, Tourism Fiji is dedicated to positioning the island nation as a welcoming haven for families with multiple activities, resorts, and accommodations to attract Indian families. In an exclusive interview with PEAKLIFE, Mr. Rob Thompson, Executive Director of Regions, Tourism Fiji, highlights the strategic emphasis on drawing Indian tourists into key segments like honeymoon getaways, sustainable tourism, wellness travel and more.

Excerpts from a conversation with Rob Thompson, Executive Director of Regions, Tourism Fiji.x

1. How important is the Indian market for Fiji?

Rob Thompson: The Indian market holds immense importance for Fiji, not only due to its size but also because of the changing dynamics within it. The increasing disposable income among Indian consumers, coupled with the rising number of High Net Worth Individuals (HNIs) and Ultra High Net Worth Individuals (UHNIs) families, further underscores the importance of the Indian market for Fiji.

With a growing demand for experiences beyond traditional honeymoon trips, Indian travellers are craving diverse experiences. Fiji is adapting to this shift by targeting a wider range: multi-generational families for those special shared memories, adventure enthusiasts who want to explore Fiji’s natural beauty, and luxury wellness seekers looking for rejuvenation.

The Indian arrivals to Fiji have rebounded to pre-COVID levels, with the numbers surpassing those of 2019. Notably, December witnessed a remarkable surge, with a staggering 300% increase compared to December 2022. India has emerged as one of the top 10 source markets for Fiji, indicating the country’s significance as a lucrative destination. Furthermore, there has been an increase in the average length of stay of Indian tourists in Fiji, rising from 3.2 nights to approximately 7.6 nights. This trend signifies a greater inclination towards immersive experiences and longer vacations among Indian travellers. The demographic profile of Indian visitors to Fiji reflects a mix of age groups, with 30-49-year-olds constituting 35% of arrivals, while those aged 50 and above account for 31% of the total arrivals.

2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?

Rob Thompson: Fiji’s 333 islands boast breathtaking landscapes, pristine beaches, and luxurious accommodations tucked away in serene corners or remote isles, ideal for travellers seeking comfort and indulgence. Adventurers can explore lush rainforests, zip-line, or partake in water activities like snorkelling and diving. Adrenaline seekers can skydive, surf, scuba dive, jet ski, or experience helicopter tours. Additionally, visitors can immerse themselves in Fijian culture through village visits, enhancing their trip with warm hospitality and cultural insights.

3. Could you share some insights or initiatives undertaken by Tourism Fiji to enhance the overall experience for Indian travellers?

Rob Thompson: Tourism Fiji employs a robust strategy to promote engagement through targeted marketing campaigns and digital platforms, epitomising the visa-free country as #wherehappinesscomesnaturally. Recently, Tourism Fiji announced five travel pillars that it will develop and promote to tourists: – Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink. These demonstrate a core range of authentic experiences visitors can have in Fiji, and strategies are designed to make these messages bold and clear in the Indian market.

Additionally, by showcasing the pristine beaches, crystal-clear waters, and lush tropical landscapes, Tourism Fiji aims to appeal to Indian tourists who are looking for a picturesque and relaxing getaway.

Recognising the importance of personalised experiences, Tourism Fiji collaborates closely with Indian tour operators to create customised itineraries catering to different traveller segments. These may include adventure packages, family-friendly options, cultural immersions, and luxury experiences, ensuring a tailored and memorable journey for Indian visitors.

4. What steps are you taking to make Fiji a sustainable destination?

Rob Thompson: Fiji is renowned for its stunning coral reefs, diverse flora and fauna, volcanic origins, majestic mountain ranges and panoramic views of the surrounding islands. Recognising the significance of biodiversity, Tourism Fiji champions sustainable tourism, advocating for climate change action and ocean conservation.

Many Fijian resorts embrace eco-friendly practices, promoting responsible travel through initiatives like reef-safe sunblock, supporting local products or choosing eco-conscious tours. Tourism Fiji has also joined as a member of the Global Sustainable Tourism Council (GSTC), marking a significant step towards promoting sustainable tourism practices in Fiji.

This year, Tourism Fiji gave a twist to the age-old tradition of celebrating Valentine’s Day by replacing a bouquet of red roses with a sustainable alternative in the form of a coral bouquet planting, an initiative by Tourism Fiji and Coral Gardeners. With a newly announced international hub in Fiji, headquartered at Six Senses Fiji, and a premium partnership with Tourism Fiji, Coral Gardeners Fiji is helping to regenerate and protect coral reefs through restoration and awareness efforts throughout the destination.