Fiji welcomed a record 99,737 visitors in August 2025, marking its highest-ever monthly arrivals. The growth stems from sustainable efforts like the Loloma Hour, where travelers give back to communities, and the Coral Gene Bank, preserving reefs. Strong airline partnerships and campaigns such as Wilson’s Happily Ever After also boost visibility. With the National Sustainable Tourism Framework 2024–2034, Fiji aims to balance growth with environmental and cultural preservation.