Breaking Travel News
Breaking Travel News interview: Brent Hill, chief executive, Tourism Fiji

Breaking Travel News interview: Brent Hill, chief executive, Tourism Fiji

There’s a lot more to Fiji than many British guests anticipate, with the Yasawas, Coral Coast and Mamanucas all offering different ways to enjoy the paradise destination.

There are also a growing number of ways to reach the 333-islands that make up Fiji, with flag-carrier Fiji Airways set to introduce a new route from Dallas later this year.

Here Breaking Travel News speaks to Brent Hill, chief executive of Tourism Fiji, to find out what the development means for the tourism sector – and how it feels to have won at the World Travel Awards.

Breaking Travel News: While Australia and, to a lesser extent New Zealand, are likely to remain the cornerstones of inbound visitors to Fiji, how important is it to grow new markets?

Brent Hill: While Australia and New Zealand will always be key markets for Fiji’s tourism, market expansion and diversification are critical for long-term growth. Relying too heavily on one or two markets can leave us vulnerable to shifts in demand or external factors. By growing new markets, we not only reduce that risk but also tap into a wider range of opportunities.

We’re also seeing solid growth from our newer markets like North America and China, showing that Fiji’s appeal is broadening as new audiences discover the wide range of experiences and authentic culture the country offers.

Each market brings its own unique interests and travel behaviour, allowing us to tailor our offerings and create a more diverse range of experiences for visitors. This diversification ultimately supports business growth, job creation, and a more resilient tourism industry in Fiji. We believe that investing in market expansion will help us build a more sustainable future for Fiji’s tourism sector.

BTN: How important is the new Fiji Airways route to Dallas in that process?

BH: The new Fiji Airways route to Dallas is a significant step forward in our market expansion strategy. This route opens up a world of opportunities by connecting Fiji to a broader network of travellers, not just within the United States, but also to Europe, South America and beyond.

The Dallas route is an important link that will help us attract more international travellers and support the growth and diversification of Fiji’s tourism industry.

BTN: Fiji has seen a positive year in terms of arrivals – where do you expect visitor numbers to end up as we close 2024?

BH: As we close out 2024, we are optimistic that Fiji will surpass the one million visitor mark. This growth not only reflects record visitor arrivals but also greater revenue, contributing significantly to the overall health of the tourism sector and our local communities.

We remain confident that with continued efforts in market diversification, expanding our global reach and strengthening the experiences we offer we will see sustained growth and more positive trends in the years ahead.

BTN: The destination is known primarily for its beaches and crystal-clear waters – but there is also an adventure aspect to Fiji – what can you tell me about that?

BH: While Fiji is certainly renowned for its stunning beaches and crystal-clear waters, there’s so much more to discover when it comes to adventure.

Beyond world-class water activities like surfing at Cloudbreak, diving the White Wall, and swimming with manta rays, we also offer an array of incredible inland adventures. From quad biking with Go Dirty to, e-bike tours to hiking to breathtaking waterfalls (with trails across Nadi, Savusavu, and Taveuni), ziplining, white-water rafting, and exploring the sand dunes – there’s something for every type of adventurer.

Fiji truly offers the perfect blend of relaxation and thrilling experiences for visitors looking to explore both land and sea. For those seeking adventure that’s a little less adrenalin spiking, Fiji offers cultural exploration like village visits and local art and cooking classes.

These experiences help us showcase the diverse range of adventures Fiji has to offer, with an integration with culture.

BTN: That offering saw the Fiji recognised as Oceania’s Leading Adventure Tourism Destination by voters at the World Travel Awards, where Fiji also took the title of Oceania’s Leading Tourist Board for the second consecutive year. How did it feel to win – and how important are accolades such as these when it comes to promoting the destination?

BH: It was incredibly rewarding. It’s a clear affirmation that we’re on the right path, and it’s a celebration of the hard work and dedication of everyone involved in promoting Fiji as a premier destination.

Accolades like these not only give us confidence to continue pushing forward, but they also play a crucial role in enhancing Fiji’s reputation on the global stage and provide us with the momentum to achieve even more.

We’re incredibly proud of these achievements and excited for the future.

BTN: How important are the people of Fiji to the tourism offering?

BH: The people of Fiji are the heart and soul of our tourism offering – they are our brand. Fijians are naturally warm and hospitable, always ready to share, laugh, and make visitors feel at home. Our culture, rooted in kindness and community, is fundamental to the entire visitor experience.

We cannot talk about tourism without acknowledging the role of our locals, our frontliners. Each Fijian is an ambassador of Fiji, and the genuine happiness they exude comes naturally because it’s how we live. This authentic connection with our people is what makes Fiji truly unforgettable.

The warmth and spirit of the Fijian people are what set us apart and keep visitors coming back.

BTN: What is on the agenda for 2025 – what can visitors expect to from the year ahead?

BH: Looking ahead to 2025, visitors can expect an exciting year for Fiji!

We have some fantastic new properties coming on board, along with major renovations that will elevate the experience and bring a whole new level of luxury and comfort to the destination. In addition, we’re expanding our offerings, particularly in the sports and adventure tourism sectors.

From new adventure activities to enhanced sports tourism experiences, there’s something for every type of traveller.

It’s going to be an exciting year with plenty to look forward to, so we encourage everyone to keep an eye out for all that’s in store!

More Information

Located in the heart of the South Pacific, Fiji is home to 333 of the happiest islands in the world. From its crystal-clear azure waters for breathtaking diving experiences to miles of pristine beaches for casting away your cares, Fiji has something for any traveller searching for an ultimate vacation experience.

Fiji was recognised with the titles of Oceania’s Leading Adventure Tourism Destination and Oceania’s Leading Tourist Board at the World Travel Awards earlier this year.

Find out more on the official website.

Chris O’Toole