Shifting to value over volume in Fijian tourism

How Tourism Fiji is changing its approach to tourism on its islands

In this interview, Robert outlines Fiji’s evolving tourism model, one grounded in community, cultural authenticity, and shared prosperity. At the core is a shift from high-volume tourism to high-value experiences, ensuring that economic growth is matched by social and environmental responsibility.

From mainstream destinations to lesser-known regions, Tourism Fiji is working to ensure a wider spread of the benefits of tourism across the country. That means supporting local operators with training, tools, and a shared sustainability framework — including the GSTC Standards — to ensure inclusive, measurable progress.

Fiji’s national brand, ‘where happiness comes naturally’, is more than a tagline; it reflects the deep emotional connection visitors feel and the warm hospitality that sets Fiji apart. “We are known for our wonderful beaches,” Thompson explains. “but the reality is, our differentiator is our people and our culture.” By putting people and place at the heart of its strategy, Fiji is showing the world how tourism can be both enriching and regenerative — for visitors and locals alike.