Fiji Hotel and Tourism Association, 10 October 2024 – As we celebrate 54 years of independence, it is hard not to feel a deep sense of pride in what Fiji has become and where its aspirational hopes are moving as have been identified in the National Development Plan, as well as our Vision 2050.
For the over 130,000 workers involved in and connected through the tourism industry, we know it is the natural warmth and hospitality of our people – embodied in the unmistakable Bula spirit, that charms and captivates visitors and keeps them coming back.
Around the country, Fijians will be gathering as friends, families, or work colleagues to celebrate our independence this week.
Collectively wearing our kalavata, flying the Noble Banner Blue from vehicles, homes and offices, sharing celebratory food that will inevitably include earthy lovos, along with our other culinary favourites like curries and stir-fries that best reflect our multi cultural approach to typical island menus.
Flags are already snapping in the windy conditions in tourism operations all around the country with staff proudly displaying their colourful attire on ships and smaller vessels, tours, resorts and air or land transport operators, with admin and back-office staff not being left behind as they host their own little celebrations with the obligatory cakes decorated with the Fijian flags in sky-blue icing.
The pride of being a Fijian during Independence Day celebrations is probably only matched during international rugby matches where Fiji is on show globally. And it never matters what type of rugby is being played.
But at least once a year, this celebration allows us to try and outdo each other with our kalavata Bula-wear, enjoy a paid holiday and get into the spirit of being proud Fijians.
The celebration this year is on another level with demand for Fijian tourism riding a high despite consistent warnings that things might drop off a cliff because of global economic pressures and our key markets feeling these as more persistent tremors.
However, the infectious happiness Fiji revels in so naturally that offers our visitors the opportunity to experience this themselves, has been part of a highly successful marketing campaign and destination branding keeping the demand and therefore the bookings for Fiji relatively steady.
Steadier than expected certainly, leading us to hope – with fingers crossed, that we might just make our 1 million visitor dream a reality much earlier than expected.
Beyond being a significant driver of foreign exchange; tourism provides livelihoods for thousands of Fijians and fosters cultural exchange at much higher levels because we are sharing our stories and traditions with the world.
Sharing the ease with which we laugh and find happiness in the simplest pleasures of family, making a celebration out of a commemorative occasion, enjoying food with friends, or revelling in our abundantly stunning natural environments.
Because we can.
And when tourism does well, so do our communities, deep supplier networks and the flow-on effects translate even further into taxes, economic activity, and general job creations that in turn elevate development plans.
For tourism to thrive and remain a cornerstone of our economy, even while we put in place the supportive platforms and policies that will help us to diversify the economy so that there is less reliance on tourism; we remain deeply committed to the need to embrace sustainable practices that will continue to effectively protect our natural environment and cultural heritage.
The 2023 International Visitor Survey (IVS) noted that only 19% of visitors were aware of our sustainability campaigns, and only a mere 7% had participated in activities designed to promote ecological preservation.
While these statistics are from last year and the tourism landscape continues to evolve; they do remind us that we can address these areas better and involve our visitors in activities that will educate our visitors about what Fiji offers beyond its magnificent beaches, deep river gorges and vibrant cultures.
Sustainability is a necessity because our coral reefs, rainforests, and crystal-clear waters are treasures that require our consistent care and protection.
Fortunately, we have some fantastic opportunities at our fingertips!
Popular sustainable activities such as village tours, mangrove planting, and coral planting have begun to enhance and enrich visitor experiences, allowing them to immerse themselves in the rich tapestry of Fijian culture while also contributing to the conservation of our fragile ecosystems.
Increasing local and visitor participation could shift perceptions of what it means to really experience Fiji.
We can shape a tourism landscape that not only highlights the beauty of Fiji but also reflects the best of what our hospitality industry has to offer.
As we celebrate Fiji’s independence and look to the future, we recognize the transformative role tourism has played – showcasing not just Fiji to the world, but who we are as a people.
Charting our destiny and determining what we want as a nation, how we see ourselves and where we want to be in 25 years – “A Prosperous, Inclusive and Sustainable Nation” as Vision 2050 articulates.
As we celebrate our independence with pride, we recognise the resilience and incredible spirit of the Fijian people.
Here’s to our future, grounded in unity, sustainability, and the everlasting beauty of Fiji!
Where happiness really does come naturally.
Fantasha Lockington – CEO, FHTA (Published in the Fiji Times on 10 October 2024)
Fiji Hotel and Tourism Association
The Voice of the Industry
