Record occupancies at Fiji’s luxury resorts are highlighting the destination’s resurgence as a high-end travel destination.

Commenting on the role Fiji’s luxury product has played in the destination’s recent record visitor statistics, Tourism Fiji CEO Brent Hill said there had been a noticeable shift.

“Luxury is definitely growing,” he told LATTE. “For years it was severely underrated how good the luxury product is in Fiji. But now we are seeing record occupancy at wonderful luxury resorts like Kokomo, Vomo, Six Senses and the like.”

The tourism body has been getting behind these high-end resorts in a big way focusing its PR, social and digital strategy on promoting luxury with the end result that many more Australians are choosing to splash their cash in Fiji.

Other economic factors are also coming into play, which is good news for the sector.

“Domestic conditions in Australia have meant that some have swapped the more expensive long haul trips for short haul, and spent some of that money on going luxe in Fiji. And that’s been awesome to see,” said Hill.

Extensive renovations have also taken place at a number of properties such as the Royal Davui, Sofitel and Como Laucala that have also attracted the attention of luxury travellers.

“It’s definitely booming,” he added.

Multi-generational groups are also opting for luxury product – opting to book a villa that better suits their needs.

As the destination reported strong visitor numbers for September, and an all-time record from the Australian market, Hill is feeling optimistic about the year ahead.

“Firstly we welcome the Dallas – Nadi non-stop flights from 10 December, so that will be incredible, with an additional Australian port to be announced in 2025, flying non-stop to Fiji,” he said.

There will also be a burst of new hotels and renovations including the opening of the fully renovated Westin towards the middle of the year.

“There’s a lot going on, and it’s wonderful to see our industry growing and developing,” Hill concluded.