Fiji’s tourism industry is undergoing a transformation, redefining itself as a premier destination for luxury travellers, according to Tourism Fiji Trade Engagement Manager Juliet Miall.

Speaking at a recent Tourism Fiji event aboard luxury yacht Mischief, Miall reflected on how far the nation has come in repositioning itself as a high-end destination. “When I first started at Tourism Fiji, luxury was not really a thing because we got judged on the number of people that go to the country,” she said.

However, luxury travellers spend more in destination, she pointed out, saying that this reality prompted her to try to shift the focus. “I wanted to be judged by the top-level luxury that we can bring to Fiji,” she said. “And I think we’ve done that really, really well.”

Fiji’s luxury offering has matured significantly now with between 10 and 12 “true luxury” resorts, according to Miall. “In the old days, Turtle Island was the only luxury resort in Fiji, and now we’ve got just so many beautiful resorts,” she told LATTE.

“We’re seeing a lot more luxury going to Fiji. It used to be like, ‘I’m not going to just Fiji,’ but now it’s, ‘I’m going to Fiji,’ and people are proud to talk about that at their barbecues or cocktail parties.”

From the famed Coral Coast to world-class island resorts, Fiji is now home to “beautiful luxury properties,” she continued.

“Six Senses is at the top of its game with that, and now we can introduce accommodations with ships like Mischief — it doesn’t get any better, and it’s so close, it’s so easy, it’s family friendly. It’s everything you know and love about Fiji.”

The expansion of Fiji’s high-end market has also attracted new demographics, particularly multi-generational families. “Grandma and grandpa pay to take all the kids to Six Senses,” Miall noted.