TMR Canada on Scene: Fiji Tourism Exchange Kicks Off

The Fiji Tourism Exchange (FTE) kicked off Sunday night at the Sheraton Fiji Golf Resort and is a significant event for the country; 4,300 scheduled meetings will take place over the course of the next two days as it serves as a platform for buyers and industry leaders to converge and foster partnerships.

“Simply put, tourism is important to us and everyone here, whether you are a buyer, an exhibitor, or media, you’re part of our industry and we welcome you very, very warmly,” the Honourable Minister of Tourism and Civil Aviation Viliame Gavoka said at the opening event.

“Tourism is not just an economic pillar for Fiji, it is a national priority, shaping livelihoods, fostering development and strengthening communities. As we continue today and over the next few days, we will observe our commitments to show what really makes Fiji a product and a destination.

The Fiji Tourism Exchange underscores the collective effort required to shape the tourism industry that is not only profitable, but also ethical and sustainable.”

2024 was a record-breaking one for Fiji as the country welcomed one million visitors, including 81,000 cruise passengers.  That number is especially impressive when you consider the country’s population is only 924,000.

Fiji Airways is a key factor in delivering visitors from North America, recently launching a direct route from Dallas (DFW) this past December. The airline was one of two recipients of the inaugural Veilomani Award which recognizes partners with ten years of consecutive and unwavering support for FTE. (The other recipient is Tourist Transport Fiji). Currently, the airline offers a direct route in Canada from Vancouver (YVR).

Though visitation from Canada is low, Tourism Fiji says it is one of the markets they’d like to see grow in 2025/2026

“Canada is one of our focus markets, it’s a developing market for Fiji,” says Kathy Koyamaibole, Regional Director North America.

“The one thing you’ll always remember when you leave is the friendliness of the people and it’s the same reason that will keep you coming back.”

And visitors do return; the country has an impressive 45% repeat visitor rate, which Tourism Fiji CEO Brent Hill also attributes to the indescribable feeling of the islands.

“How many other destinations have that luxury of counting on that repeat business? In today’s world where uncertainty is ever present, people are yearning for that comfort, that connection, that kind of happiness, and that’s never been more important,” Hill told the crowd during Sunday night’s opening event.

“Travellers aren’t just looking for a destination. They’re looking for a feeling, and that’s where Fiji really comes in. It’s a real source of pride for us at Tourism Fiji.”

“Fiji is bold. Fiji is ready. Fiji is reaching further,” adds Gavoka.