Tourism Fiji officially unveils a new season of destination experience highlights, presenting a refreshed and dynamic picture of Fiji’s evolving tourism appeal. The release spans music events, sporting fixtures, island holidays, outdoor adventure, conservation initiatives and cultural experiences. It showcases a wide range of travel options, from urban centers to outer islands, and from well-known resorts to lesser-known natural hideaways.
By introducing more international, youth-oriented and highly interactive products, Fiji continues to expand the meaning of an “island holiday”. It moves beyond the perception of a single, relaxed beach escape and invites Chinese travelers to explore Fiji in a deeper and more engaging way, discovering a holiday that goes beyond traditional island expectations.
Music and sport: adding rhythm and energy to the journey
In recent years, Fiji has gained growing attention as a live music destination in the South Pacific. Following the strong success of George “Fiji” Veikoso’s Homecoming concerts in 2024 and 2025, Fiji has continued to attract international and Pacific artists as part of their touring schedules. In January 2026, the internationally renowned reggae band UB40, led by Ali Campbell, will perform live in Nadi alongside popular New Zealand reggae band Katchafire, creating a vibrant night that blends reggae sounds with island rhythms.
Sport, particularly rugby, is deeply rooted in everyday life in Fiji. Each January, the Coral Coast Sevens in Sigatoka brings together the Fiji national team and international squads. From February to May, home matches of the Fijian Drua in the Super Rugby competition offer visitors a powerful live sporting experience and a close look at Fiji’s rugby culture.
New island experiences: deeper travel, even with limited time
For travelers with shorter itineraries, Fiji continues to develop flexible and easy-to-join island experiences. Half-day island tours departing from Port Denarau allow visitors to reach sandbanks and small islands in the Mamanuca Islands with ease, enjoying snorkelling, sunbathing and family-friendly water activities for a high-quality island escape.
In Nadi and Denarau, licence-free self-drive electric boats add a new interactive element to resort stays. Visitors can cruise slowly through mangrove-lined waterways, take in natural scenery, and enjoy onboard barbecues and leisure time, experiencing Fiji at a pace closer to local life.
Into nature and hidden places: discovering a different Fiji
Beyond classic island destinations, Fiji’s untouched landscapes and lesser-known regions offer rewarding exploration. In the southern island of Kadavu, known for its pristine environment, multi-day sea kayaking routes link clear lagoons, sections of the Great Astrolabe Reef and local villages, creating a strong sense of connection between people and nature.
In the Yasawa Islands, hiking trails on Waya Island provide striking viewpoints for travelers seeking a challenge. Along the Coral Coast, off-road quad bike tours take visitors through rainforest, highlands and river crossings, reaching parts of Fiji rarely seen by most travelers.
Culture and sustainability: travel with meaning
Tourism Fiji continues to promote Loloma Hour, its sustainable tourism initiative. Visitors are encouraged to spend at least one hour during their trip taking part in coral planting, beach clean-ups, traditional crafts, or wildlife conservation projects, turning travel into a meaningful exchange and contribution.
At Pacific Harbour, the Spirit of Fiji cultural experience has also been upgraded. Visitors can enter Fiji’s tallest traditional bure, take part in a kava ceremony, and enjoy traditional dance and fire-walking performances, gaining a deeper understanding of Fiji’s spiritualbeliefs and cultural heritage.
A multi-dimensional Fiji for the new South Pacific journey
Vincent Zheng, Regional Director of Asia and Global Chinese Market, said: “As more experiences and events are introduced across Fiji in 2026, we see a growing desire among travelers to explore more deeply and experience destinations in a more genuine way. From live music and rugby matches to relaxed island day trips and nature-based adventures, these experiences are enriching the way people travel in Fiji. We look forward to welcoming more visitors to Fiji, where they can travel at their own pace, experience the destination in their own way, and gradually fall in love with the local lifestyle.”
From the World Heritage-listed town of Levuka, to the rainforests and waterfalls of Taveuni; from scenic drives along the Suncoast in the north, to white-water rafting on the Upper Navua River, Fiji in 2026 presents a richer and more diverse destination image.
