More than 700,000 visitors are expected to have visited Fiji this year in what the Fiji Hotel and Tourism Association says will be another record year for the industry.
The association's president Dixon Seeto was speaking at the association's AGM over the weekend.
He says the friendliness of Fijians is the key to the industry's success, and a reason why 20 percent of visitors return to Fiji year after year.
Mr Seeto says Australia and New Zealand are likely to remain the mainstays of the industry but he says the upcoming expansion of Fiji Airways into Asia will broaden their reach.
"We are now looking at developing the Asian market because that is where the economic growth is at the moment. And for instance China they have a huge outbound market. Already we have a sizeable Chinese market coming in via Hong Kong, hopefully if there is a direct service it would certainly develop that market in a big way."