The Fiji Hotel and Tourism Association says the industry must take new research to heart and promote the country's adventure side.
The study commissioned by Tourism Fiji found many new Zealanders perceive the country as a relaxing destination, with not much else to do.
They are also concerned about food and pricing, while the political instability is seen as a deterrent.
The association's president, Dixon Seeto, says the industry can learn a lot from the data.
"Tourism Fiji needs to take into account the research that's been done in New Zealand. It's a good thing, it tells us where our weaknesses are. We can go into the future with our eyes wide open. It'll certainly make the hotel managers and owners think about points made by the customers. Because, at the end of the day, if you can't satisfy your customers, you are out of business."
Dixon Seeto says there are many activities travellers can take up, such as diving, snorkeling or hiking.