The 2026 Tourism Fiji Greater China Roadshow has concluded successfully, following a three-city programme in Xiamen, Chongqing and Lijiang, Yunnan. Launched on 26 October, the roadshow brought together 18 Fijian tourism partners spanning airlines, hotels and resorts, international hotel groups and island experience providers. Across the three stations, it attracted more than 300 key Chinese travel trade partners and 20 media representatives.
The roadshow was designed to move beyond destination awareness and strengthen the commercial connections that translate market interest into travel demand. Through direct engagement with Chinese travel trade partners, the programme focused on better understanding traveller preferences, developing compelling Fiji holiday products and strengthening collaboration across aviation, tourism and market communications.
(Image: Dr Paresh Pant, Chief Executive Officer of Tourism Fiji)
Dr Paresh Pant, Chief Executive Officer of Tourism Fiji, said: “China remains an important strategic market for Fiji’s long-term tourism growth. Our focus is not simply on attracting greater awareness of Fiji, but on converting that interest into travel demand and tangible opportunities for our industry. This requires a deeper understanding of Chinese travellers, stronger trade partnerships, compelling travel products and more localised marketing.”
According to the Fiji Bureau of Statistics, China remains Fiji’s fourth-largest international source market. From January to September 2026, Fiji welcomed 23,421 visitors from China, up 5.86 per cent year on year. As of October 2026, Tourism Fiji’s official social media followers had surpassed one million, travel trade partners had launched more than 1,000 new products, and the brand’s core hashtag, ‘#Fiji, Where Happiness Comes Naturally’, had generated over 240 million impressions. In digital innovation, Tourism Fiji has partnered with leading platforms including Douyin and Fliggy to connect destination inspiration with travel planning and booking, and its AI travel planner developed with Douyin helps users move from discovering Fiji to exploring personalised itineraries.
With international travel choices becoming more diverse and travellers placing greater emphasis on experience and itinerary fit, Tourism Fiji used the roadshow to maintain direct dialogue with Chinese trade partners, sharing destination products, accommodation options and transport information in a timely manner and advancing engagement from destination awareness to concrete product design and sales collaboration.
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Mr Vincent Zheng, Regional Director of Asia and Global Chinese Market at Tourism Fiji, said: “Each city was selected for its strategic importance and potential to strengthen our engagement with the Chinese travel trade. Xiamen provides access to an established coastal market with strong interest in island holidays, while Chongqing offers an important opportunity to deepen our presence in western China. Lijiang provided a distinctive setting for our VIP travel agency and media engagement, allowing our Fijian partners to build relationships and gain further insights into China’s tourism market.”
Xiamen is a coastal city with a strong economic base and strong enthusiasm for island destinations. It also offers short direct flights to Hong Kong, making it convenient for travellers to connect onto Fiji Airways’ services to Fiji. Xiamen and its surrounding markets offer growth potential in family travel, high-quality leisure and personalised travel, creating opportunities for Fiji to promote family holidays, honeymoons and tailor-made itineraries.
Chongqing has been a key visitor generating region for Fiji and we continue to deepen and strengthen Fiji’s presence, alongside neighbouring Chengdu in the Western China.
Lijiang was chosen for its rich cultural tourism heritage. offering our partners inspiration and practical experience in better serving Chinese visitors, while allowing Chinese travel agencies and media to meet our Fijian partners in a relaxed and enjoyable setting, deepen relationships and discuss our shared vision for happy travel to Fiji.
Fiji’s national carrier, Fiji Airways outlined planned increases in services across its Asian network. Hong Kong frequencies are scheduled to increase from four to five weekly services from February 2027, followed by an increase in Singapore services from two to three weekly from March 2027. Tokyo services are also planned to increase from two to three weekly, phased across April and August 2027.
Mr Paul Scurrah, Managing Director and Chief Executive Officer of Fiji Airways, said: “China is a long-term strategic market for Fiji Airways, and partnerships like this roadshow are how we grow. Working side by side with Tourism Fiji and our Chinese trade partners means the routes, the holiday products and the destination story all line up. Fiji is where happiness comes naturally, and we want more Chinese travellers to experience it with the World’s Happiest Airline.”
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Through Fiji Airways and its interline arrangements, travellers can depart from mainland Chinese cities including Beijing, Shanghai, Hangzhou, Chengdu, Chongqing, Wuhan, Xiamen, Fuzhou, Nanjing and Guangzhou, connecting via hubs such as Hong Kong, Singapore or Tokyo to Nadi, Fiji.
Ms Kamal Haer, Chief Marketing & Sales Officer at Fiji Airways, said: “Morel frequencies to Hong Kong, Singapore and Tokyo give Chinese travellers more choice and our trade partners more seats to sell. Our job now is to keep marketing, sales and network planning moving together, so that the added capacity is matched by strong destination demand and well-designed Fiji holidays.”
Through direct engagement with Chinese travel partners, Tourism Fiji and its industry partners gained valuable insights into evolving traveller preferences, from family holidays and honeymoons to premium leisure, wellness and culturally immersive experiences. These exchanges will help strengthen product development and create more differentiated Fiji holiday offerings for the Chinese market.
