Tourism Fiji is going out of its way to woo visitors from the greater China region with a month long road trip through nine of the region's largest cities.
Hong Kong, Beijing and Shanghai are obvious names in the line-up along with Chengdu, Guangzhou, Nanjing, Ningbo, Shenzhen and also Taipei.
Tourism Fiji's global public relations manager Patricia Mallam says the focus on China is as much about quality as it is about quantity.
"Its to bring in quality travellers who have the intention of spending more. Because for a country such as Fiji that has a carrying capacity that isn't too great. We cannot continue to attract millions and millions of people. But what we can do is accommodate for quality travellers and give them a quality experience."
Patricia Mallam says another appeal of Chinese tourists is their travel peaks occur at different times to western tourists, such as the Chinese New Year in February and the golden week around October.