ABSTRACT
The significance of the Chinese outbound market has prompted more tourism operators in Fiji to tailor their products and services to these travellers. This study used semi-structured interviews with key tourist stakeholders in Fiji to gauge their perceptions on whether Fiji has the appropriate facilities and suitable services to cater to Chinese travellers. The results showed that whilst traditional markets of Australia, New Zealand, and the United States are significant, tourism stakeholders in Fiji also see the importance of diversifying into new markets such as China. However, Fiji lacks the framework to ensure that good practices are adopted across the tourism industry. The recommendations of this study seek to assist key tourism stakeholders in Fiji to understand the importance of the Chinese outbound market to Fiji and acknowledge that suitable planning avoids the possibility of unsustainable numbers of Chinese tourists which adversely impact tourists from traditional markets.
