At the 2025 Fiji Tourism Exchange, Optimism for the U.S. Travel Market Persists

Brent Hill, CEO of Tourism Fiji, wants U.S. vacationers to know that they are welcome in Fiji.

“That is important [information], if you are an American thinking about where you're going to travel right now,” he said.

It was a thought Hill shared with me at this year’s Fiji Tourism Exchange (FTE), which was held last month at the Sheraton Fiji Golf & Beach Resort in Denarau. He was referencing the geopolitical tension stirred up around the globe by the Trump administration’s stance on trade tariffs.

But despite those tensions, Hill assured me, American travelers should expect the same genuinely warm hospitality they’ve always received in Fiji.

“People here are aware of what's going on, but in terms of hostility, it's just not there,” Hill said. “Americans may be thinking, ‘Am I going to be targeted because of my accent?’ But this is a place that’s pretty agnostic when it comes to the guest. [To] anybody who comes here — you are welcome.”

How Are Geopolitical Tensions Impacting Advisor Business?

FTE hosted more than 550 attendees from 19 different countries from May 11-13 this year, including 20 buyers from North America. And while Fiji’s standout tourism experience was certainly the shining star of the business-to-business tourism event, conversations during breaks and networking gatherings often turned to the U.S. government’s recent economic policies.

Melissa Pomeroy, CEO of Fiji Vacations out of Costa Mesa, California, told me she’s not booking much new business right now.

“The last two months have definitely been soft in terms of inquiries,” Pomeroy said. “I think it's because of a lot of uncertainty in the U.S. market, and I think maybe the tariffs have something to do with that.”

But the longtime Fiji specialist made it clear that she’s not worried.

“Fiji has been through many ups and downs, but we always seem to weather the storm,” Pomeroy said. “We're a very resilient industry, and while there’s a slowdown right now, I think it'll eventually smooth out and be right back to where it was.”

How is U.S. Business to Fiji?

Through the end of April this year, more than 33,000 Americans traveled to Fiji. That number represents a year-over-year increase of nearly 7%, according to the latest Tourism Fiji data.

Tourism Fiji’s Hill told me that his organization began the year concerned about the U.S. market, which is the destination’s third largest (after Australia and New Zealand). But he noted that Fiji Airways’ three-times-weekly nonstop flight between Dallas and Nadi — which launched in December 2024 — was a key improvement.

“You have to be concerned, because things change so rapidly when you have trade wars and literal wars,” Hill said. “If people get jittery, travel can be discretionary. I think we'll do incredibly well this year if we match last year's number, given everything that's going on. But I'm optimistic there's still room for growth.”

Nearly 108,000 U.S. visitors traveled to Fiji last year, so that’s the mark the destination hopes to hit (or go beyond) in 2025.

Vara Natuilagilagi, senior manager of global sales for Fiji Airways, told me that business on the Dallas-Nadi flight took “a bit of time to get up and going, but we've seen really positive numbers from June onward [this year.]”

The new Fiji Airways nonstop has also helped the carrier’s U.S. business overall in 2025, according to Natuilagilagi.

“In the first quarter [this year], we had an 8.8% increase, versus Q1 of 2024,” she said.

Natuilagilagi added that Fiji Airways’ admission as a full member of the Oneworld Alliance, as well as Fiji Airways’ adoption of the American Airlines’ AAdvantage as its frequent flyer program, were significant boosts for the carrier’s business earlier this spring.

But John Macleod, chief marketing officer for Fiji Airways, told me that the carrier is seeing some softness on its San Francisco-Nadi nonstop flight.

“We don’t really know why,” Macleod said. “It could be that the people who were coming from large U.S. cities in the east [via] San Francisco have now chosen Dallas as an easier connection. We can see some of that shift, but it's not the only thing.”

Macleod said he is optimistic about business to Fiji from the U.S. for the rest of this year. But, like Hill of Tourism Fiji, Macleod did acknowledge some concerns, from the global economy and ever-changing geopolitical situations to headlines about U.S. domestic airlines reducing capacity.

“We are looking at our numbers, and we don't see that, but it makes us really nervous,” Macleod said. “If the U.S. economy is in recession, it’s going to impact our traffic – it happens to all airlines. But, we haven't seen anything like that yet.”

Fijian Resort Upgrades to Know About

Gabrielle Obligacion, a product marketing account manager for Classic Vacations, told me that the supplier is especially excited about the Likuliku Lagoon Resort’s $4.2 million renovation, which is scheduled to wrap up any day now.

“They’re offering more bures with plunge pools now and providing an elevated guest experience,” Obligacion said.

The longstanding luxury favorite was closed to guests for three months but reopened in early May after completing guestroom improvements. Upgrades include the addition of the new Saluwaki restaurant and the unveiling a new conservation center. Refurbishment work on Likuliku’s terrifically popular overwater bungalows should be complete soon, too, according to resort officials.

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Nanuku Resort Fiji recently completed a $6 million renovation to its luxury villa products, including private plunge pool improvements and refurbishments to the property’s public spaces. The Royal Davui Island Resort also recently spent $2.6 million on guestroom and property refurbishments, and fans of the popular Lomani Island Resort are sure to love the property’s new multi-million-dollar, full-service spa facility, which was completed earlier this year.

Rising Room Rates in Fiji

Obligacion of Classic Vacations noted that the luxury tour operator’s business to Fiji is currently pacing ahead of last year, despite room rates being on the rise.

“Fiji hotels have increased their daily rates by 10% to 15% since last year, presenting some challenges,” Obligacion said. “So, while we're looking to be in the same place – or ahead of last year, pace wise – we're still waiting to see what's going to happen in Q3 and Q4.”

Anthony Saba, vice president of the South Pacific for Goway Travel, said his company has also seen room rates at Fiji resorts increase year over year.

“It is a real concern, because we get a lot of inquiries for Fiji, but they don't convert at the rate they should because of the sticker shock,” Saba said.

Goway’s 2025 U.S. business to the South Pacific overall is behind last year’s pace.

“In the current geopolitical situation, everyone's hesitant,” Saba told me. “Everything is down –  it’s not like Fiji is softer than anywhere else. But I think that will stabilize come fall, once everyone's adjusted to whatever the new normal is.”