Fiji has seen an influx of incentive groups from China and Japan over the past few years, which Tourism Fiji is keen to continue attracting and maintaining interest in, outside of its top main markets of Australia and New Zealand.

“This year, we’ll be doing several roadshows in China and Japan. We also recently consolidated our Asian representation in our office in Shanghai. Our regional director for Asia there looks after South-east Asia, China, and Japan.

“We also do a lot of regional work out of Singapore – where we have a direct flight – but the big markets for us are Australia, New Zealand, China, and Japan in Asia-Pacific,” Robert Thompson, executive director of regions, Tourism Fiji, told TTGmice at ITB Berlin last week.

As planners are now looking for new incentive destinations, Fiji has also been garnering interest from Singapore and Thailand, Thompson shared, as well as global companies based in Indonesia and Hong Kong. The sweet spot for Fiji is for groups of around 200 to 400 max, he added.

“We had a huge explosion (of groups) throughout 2022 and 2023, to the point our ADR increased about 40 per cent, with occupancy between 85 to 95 per cent. While this is great for the country in terms of revenue, it was bad because interested groups did not have many options on the ground, especially when Fiji’s major markets (Australia, New Zealand, and US) returned in full force,” he said.

Fortunately, the situation has improved because more incentive groups can provide a 12- to 18-month lead time now, as compared to just after Covid when groups arrived within a month’s notice.

“We can now map out capacities and inventories, and already have requests for 2025, 2026, and even 2027,” Thompson said.

When asked to describe Fiji’s lure and how it is sold to incentive planners, Thompson stated: “Fiji is a departure from what groups are used to, and the experience on the ground is unique. Happiness is the core of what it is like to be in Fiji, and we try to ensure visitors get to experience what that is. Many of our incentive groups include a visit or interaction with the local community.”

Fiji’s other selling point is barefoot luxury. “Don’t expect a butler in a crisp white shirt and suit, but instead, a smiling Fijian in a polo shirt who’ll bring you the cocktail,” he said.

This year, Thompson is testing the waters for two offline countries, South Korea and India; offline for Tourism Fiji means countries that Fiji does not have direct flights to.

“We plan to hold a roadshow (each) in South Korea and India. We’ve taken a big interest in India, as the outbound sector holds many opportunities for Fiji, but we do need to think about how (we are going to handle) large-scale groups (above 400),” he said.