Fiji tourism brand faces experience test

Fiji's globally recognized tourism brand, built on warmth and hospitality, is facing a critical review to ensure visitor experiences match marketing promises. During discussions on Tourism Fiji’s 2025–2028 Annual Report, Premila Kumar, a member of the Standing Committee on Economic Affairs, voiced concerns that the reality for visitors upon arrival might not consistently reflect the country's renowned welcoming nature.

Kumar highlighted feedback gathered from visits to Fiji's Western and Northern divisions, indicating a disconnect between Tourism Fiji's marketing message and the actual experience at entry points. "While Fiji promotes itself as a destination where 'happiness finds you,' she stated, "that feeling is not always reflected when visitors pass through customs and immigration."

She emphasized the importance of the entire visitor journey, from booking and the flight with Fiji Airways to entering the country and reaching their accommodations. "You know that that experience is not there, and we want to give our visitors all that experience starting from the booking right to entering Fiji Airways flight, and then when they come to the borders and then of course when they sit into the taxis or any other transport and go to the hotels. Hotels are doing a wonderful job," Kumar noted.

“

You know that that experience is not there, and we want to give our visitors all that experience starting from the booking right to entering Fiji Airways flight, and then when they come to the borders and then of course when they sit into the taxis or any other transport and go to the hotels. Hotels are doing a wonderful job.

Tourism Fiji Board Secretary Dipesh Sharma acknowledged these concerns, agreeing that increased awareness is crucial. "So that really comes across in the experiences, I think. And yes, I do agree there’s a lot of room to collaborate and make sure that there’s a lot more awareness on this," Sharma said. He added that the goal is to transition the embodiment of the brand from something inherent to something actively demonstrated throughout the visitor's stay.

This discussion occurs as Fiji intensifies its efforts to solidify its standing as a premier tourism destination. The focus is on ensuring that the hospitality Fiji promotes on the global stage is tangibly experienced by every visitor, reinforcing the nation's reputation for genuine warmth and welcoming service.

“

So that really comes across in the experiences, I think. And yes, I do agree there’s a lot of room to collaborate and make sure that there’s a lot more awareness on this. And it’s really brought out to the front from just being something that’s inherently with them to something that they embody as a tagline.