"Social media is an important channel for promotion. When celebrities and influencers share their travel experiences in Fiji on social media, they may inspire others to visit the destination as well," Stoeckel says.

"There are various in-depth experiences in Fiji, like skydiving and snorkeling. I'm impressed with Chinese travelers, who love to try different experiences and make the most of their trip."

He says their predominant customer base is couples, and many Chinese newlyweds come for their honeymoons. It's also a family destination where children enjoy entertaining activities at kids' clubs.

Fiji hopes to attract more people in its off-season, such as during Chinese Spring Festival, when the islands have the capacity to accommodate more travelers.

"Fiji is an island country, and tourism is its pillar industry," Stoeckel says.

"Tourism is helping to improve the sustainability of the whole country. Those in the tourism industry work closely to protect the environment because tourists like our good ecology."