Mr. Vincent Zheng is the Regional Director for Asia and the Global Chinese Market at Tourism Fiji. In this capacity, he oversees the strategic direction and operational management of Tourism Fiji’s footprint across Asia, encompassing Greater China, Japan, Singapore, and other emerging markets in the region. A graduate of a top European business school with a specialisation in tourism, Mr. Zheng brings over a decade of international experience in the tourism and aviation sectors. His remit spans destination sales and marketing, brand development, commercial partnership cultivation, and public relations and communications. Leading market expansion and channel collaboration initiatives across both Asia and the global Chinese market, Mr. Zheng has been instrumental in deepening Fiji’s brand resonance and enhancing its destination appeal among Asian travellers. Under his leadership, Tourism Fiji has strengthened engagement with key trade partners and consumers, positioning the islands as a premium yet welcoming escape in the South Pacific.
How are you feeling to represent Tourism Fiji at ITB China 2026?
Mr. Vincent: It is a great honour to represent Tourism Fiji at ITB China 2026, especially at a time when the China outbound market is evolving so quickly. China remains one of Fiji’s most important strategic growth markets and ITB China provides an excellent platform for us to strengthen relationships with trade partners, media and industry stakeholders across the region.
For us, this is not only an opportunity to showcase Fiji’s tourism offerings, but also to share how Fiji is adapting to the changing needs of Chinese travellers through localisation, digital innovation and meaningful travel experiences. We are very excited to continue deepening our engagement with the China market and inspire more travellers to discover Fiji.
What are the key tourism experiences Fiji is currently promoting to Asian and Chinese travellers?
Mr. Vincent: Globally, Fiji’s tourism brand platform is “Where Happiness Comes Naturally”. For the China market, we have localised this message, which resonates strongly with today’s Chinese travellers who are increasingly seeking emotional value, relaxation and meaningful connections through travel.
Beyond Fiji’s famous white sand beaches, crystal-clear waters and marine activities, we are also promoting Fiji’s unique cultural experiences and warm hospitality. From the moment travellers board Fiji Airways or arrive at Nadi International Airport, they can experience the genuine friendliness and joyful spirit of the Fijian people.
We are seeing strong interest from Chinese travellers in wellness escapes, family holidays, diving experiences, luxury island stays and sustainable community-based activities. Many travellers today are not only looking for beautiful scenery, but also for destinations that allow them to reconnect with themselves, slow down and experience authentic local culture. Fiji is able to offer exactly that combination.
To engage Chinese travellers more effectively, Tourism Fiji has adopted a highly localised marketing approach. We maintain an active presence across our Chinese website and major social media platforms including RedNote, Douyin, WeChat and Weibo, supported by local content creation, creator partnerships and targeted consumer campaigns. These channels allow us to showcase Fiji’s experiences in ways that are relevant and inspiring to Chinese audiences.
At the same time, we work closely with airlines, travel platforms, hotels and tourism operators to develop products tailored to Chinese traveller preferences. These include family-friendly holidays, honeymoon packages, luxury island escapes, diving itineraries and curated short-stay programmes that align with current flight schedules and travel patterns.
Across the industry, many Fiji resorts and tourism operators have also enhanced their readiness for Chinese visitors through Chinese-language materials, tailored dining options and customised holiday packages. During key travel periods such as Chinese New Year, Labour Day, National Day Golden Week and major promotional events including the annual Fliggy 618 festival, industry partners often introduce seasonal offers, exclusive privileges and value-added benefits designed specifically for Chinese travellers.
Most importantly, all these efforts are aimed at making Chinese visitors feel welcomed, understood and comfortable throughout their journey, while ensuring they can experience the authentic culture, natural beauty and happiness that make Fiji unique.
How important is the Chinese outbound market for Tourism Fiji’s future growth plans?
Mr. Vincent: China is currently Fiji’s fourth largest international source market and remains a very important strategic market for Tourism Fiji.
What makes the China market especially important is its seasonal complementarity with Fiji’s traditional short-haul markets such as Australia and New Zealand. For example, Chinese New Year falls during a period that is traditionally quieter for some of our regional markets, creating valuable opportunities for Fiji to attract Chinese travellers during peak outbound holiday periods.
China is also increasingly important as a high-value visitor market. According to Fiji Bureau of Statistics data, Chinese visitors contributed FJD 73.3 million in tourism expenditure in 2025, despite visitor arrivals recovering to only around 60% of 2019 levels. This demonstrates the strong spending power and value contribution of Chinese travellers.
Just as importantly, the preferences of Chinese travellers align closely with the direction in which Fiji’s tourism industry is evolving. We are seeing strong demand for luxury island escapes, family holidays, wellness experiences, diving, honeymoon travel and bespoke itineraries. These are all areas that support Fiji’s strategy of pursuing sustainable, high-value tourism growth rather than volume-driven expansion.
For this reason, China will remain a key focus market for Tourism Fiji moving forward. We will continue to strengthen partnerships across the travel ecosystem, including airlines, online travel platforms, travel trade partners and tourism operators, while further investing in localisation, digital engagement and product development tailored to Chinese travellers.
At the same time, Fiji Airways continues to strengthen connectivity between Fiji and Greater China. From June 2026, its Hong Kong–Nadi service increased from three to four flights per week, while selected flights during peak travel periods were upgraded to the Airbus A350. These enhancements improve accessibility, increase travel flexibility and provide a more comfortable long-haul travel experience, helping to support future growth from the China market.
We believe China will continue to play an increasingly important role in strengthening the resilience, competitiveness and value growth of Fiji’s tourism industry in the years ahead.
What new travel trends are you currently seeing among visitors travelling to Fiji?
Mr. Vincent: Since the pandemic, we have seen several major shifts in Chinese outbound travel behaviour. Travellers are increasingly prioritising privacy, luxury, emotional wellbeing and personalised experiences. Compared with the past, there is now much stronger demand for smaller group travel with family and close friends, rather than large traditional tour groups.
We are also seeing travellers placing greater value on wellness, sustainability and authentic cultural immersion. Many visitors want more than just a holiday. They are looking for experiences that help them recharge emotionally and reconnect with nature and local communities.
At the same time, digital content and AI-driven travel inspiration are becoming increasingly influential in the traveller journey. Tourism Fiji has been actively investing in Chinese social media platforms including RedNote, Douyin, Weibo and WeChat to engage younger audiences through creator-led storytelling.
We have also partnered with Douyin and Alibaba’s AI platform Qwen to explore AI-powered itinerary planning solutions. Travellers can discover Fiji through short-form video content and then seamlessly access customised travel recommendations based on their interests and preferences. This is helping us create a more inspiring and personalised travel planning experience for Chinese consumers.
What message would you like to share with global travellers planning to visit Fiji in 2026?
Mr. Vincent: Fiji is where happiness comes naturally. It is a place where travellers can truly slow down, reconnect and rediscover happiness.
Whether you are travelling as a couple, with family, with friends or simply looking for a meaningful escape, Fiji offers a unique combination of natural beauty, warm hospitality, cultural richness and emotional connection.
In 2026, we warmly welcome travellers from around the world to experience why Fiji is truly “Where Happiness Comes Naturally”.
