Fiji may sound like a dream reserved for backpackers fresh out of the army. But the South Pacific nation now wants to make it a mainstream choice.
Fiji’s Tourism Ministry is preparing a dedicated campaign for the Israeli market, despite the vast distance.
Imagine waking up to the gentle rhythm of waves brushing against a powder-white beach, coconut palms swaying overhead, and the warm scent of tropical flowers drifting through the air.
Beyond the shore, the Pacific stretches into an endless palette of turquoise and deep blue, while beneath its surface lies a dazzling universe of coral reefs and marine life.
Welcome to Fiji, an archipelago of 330 islands scattered like emerald jewels across the South Pacific.
Often described as “paradise on Earth,” Fiji is a world of extraordinary contrasts: deserted beaches, dense rainforests, and some of the most spectacular coral reefs on the planet.
Only a fraction of its islands are inhabited, leaving vast stretches of tropical wilderness waiting to be explored.
We met Fiji’s ambassador to Israel, Jesoni Vitusagavulu, affectionately called “Vitu,” to hear how his country plans to win over Israeli travelers.
“Forty percent of our GTP is from tourism,” Vitu explains. “Earnings are close to FJ$3 billion, and next year we are targeting FJ$4 billion. At one stage sugar was king, but we deliberately diversified, and we have moved into tourism in a big way.”
How many tourists visit Fiji each year?
“Last year we had almost a million visitors. Our target is 1.2 million in 2027, and we are on course. Our population is about 900,000, so we will have more tourists than people in Fiji.”
Where do the tourists come from?
“Australia delivers about 46%, New Zealand about 25%, and the US about 10%. We are a little lopsided, so we need to diversify. Over the next three years we want to focus on Europe, and Israel is part of that.”
And what’s your statistic for Israeli tourists?
“About 585 Israelis came in 2025. That is very low. From January to September 2026, 624 have already come. We want to reach 1,500 in 2027, and 3,000 within three years. We know that about 10 million Israelis travel abroad every year, so if we can get a slice of that, it would really help.
“Until now, Israel was not on our tourism map. Recently we held two seminars in Israel, on tourism and on trade and investment.”
How do Israelis get to Fiji?
“The common way is through Asia. You fly to Tokyo and connect with Fiji Airways. Ben-Gurion Airport to Tokyo is about 12 hours, and from Narita (Tokyo) to Nadi (Fiji) is another nine. So, including the minimum connection time between flights, the total journey takes approximately 24 hours.”
Israelis can reach Tokyo on El Al’s direct flight, and soon with Arkia Airlines. Fiji Airways also flies from Singapore and Hong Kong. Many Israelis save on fares by flying via Dubai, Abu Dhabi, or Addis Ababa, which takes longer still.
What does a trip to Fiji for Israelis actually cost?
“The airfare is about US$2,000-$2,300 round trip. A mid-range hotel costs about FJ$500 a night, which is US$250. So for about 10 days, an Israeli visitor is looking at US$4,000-$6,000. Accommodation ranges from Airbnb apartments to luxury hotels and resorts.”
What should we know about Fiji’s culture and history?
“We have lived in Fiji for about 3,000 years. Our Melanesian ancestors came from Southeast Asia, island hopping in canoes they built themselves. It was the same period King David settled in Jerusalem. Like the Jewish people, we have a very long heritage.
“Tribal ceremonies are still practiced today, including warrior dances in grass skirts, performed with spears and weapons. The best-known ritual is the kava ceremony.”
Fiji has a connotation of cannibalism. What is the reality about it?
“According to history, we were very tribal, very barbaric, and we were cannibals. It began as a custom in which victors in war ate their defeated enemies. Then in 1835 the missionaries came, and the gospel they brought transformed us. Today we are some of the friendliest people in the world.”
Is there any Jewish presence in Fiji?
“The Jewish community is very small, about a dozen people, including your embassy staff. There are no synagogues and no kosher restaurants. Still, kosher travelers can manage at our vegetarian restaurants.
“Investments like kosher restaurants are now being considered. Jerusalem restaurateur Meir Ben-Ezra, owner of Tauro, is expected to visit Fiji soon, both for a personal trip and for a business feasibility study of opening a kosher restaurant there.
“There was a famous Jewish man, Henry Marks, who came from Australia at the end of the 19th century. He was very influential in commerce and politics. He was a member of our Legislative Council, which is like your Knesset, and always took pride in being Jewish. He died in 1939 and is buried in Levuka, Fiji’s old capital.”
Fiji a growing presence on travel map for Israelis
WITH DIRECT flights to Tokyo, a growing presence on the Israeli travel map, and a genuine warmth toward Israel, Fiji for Israelis is no longer a far-fetched idea.
The journey is long, and the budget is not small, but coral reefs, ancient traditions, and some of the friendliest hosts in the world are waiting at the other end.
If the embassy reaches its goals, you may soon hear even more Hebrew on the beaches of Taveuni.
The writer is the creator of the Jewish Traveler blog .
