SINCE last year visitor arrivals were about 660,000.
And Tourism Fiji says its ultimate goal is to have 685,000 to 690,000 people visit Fiji.
Tourism Fiji CEO Rick Hamilton revealed this at the opening of the Western Arts and Crafts exhibition at Raddison Blu Resort on Denarau on Monday night.
In his address, Mr Hamilton said one of his roles as the CEO was to market the country to the international community so that more people could come to the country.
"Most of our international agents are in places like Asia, America and Europe," he said.
"This is part of the rebranding of Tourism Fiji. We don't only market our beaches and reefs and islands but also, many people come here for the culture."
A research conducted revealed the Fijian culture was what drew many people to the country.
And according to Mr Hamilton, the little things mattered a lot to international guests.
"Things like the way local people look after international tourists, their smiles, warmth and hospitality are all factors."
Mr Hamilton also commended on the artists present at the exhibition.
"Walking around the room, it seems not many pieces of art are left for sale because they have been bought by the guests here.
"This is a great thing and shows potential from local artists."