Fiji Hotel and Tourism Association, 24 July 2025 – There’s nothing quite like the way the ocean stirs the soul in Fiji. That first breath of salty air as you step off the plane, the shimmer of the sun dancing on the waves. The melodic warmth of your hosts singing on the beach, ready to whisk you away for an unforgettable day of snorkelling, island hopping, or deep-sea fishing.
For countless visitors, this is the long-awaited dream, meticulously planned, deeply cherished, and often saved for many years. For those of us in the tourism industry, that dream is our promise. And we cannot afford to let it unravel.
In recent months, a quiet but unsettling tide of water-related incidents has emerged across our industry. While we won’t single out any one event, the growing frequency demands sharper awareness and a stronger collective understanding of the risks associated with spending time near or on the ocean. Most people already carry stories, either lived or shared, of water tragedies or near misses.
It could be a single poor judgment call on the water. A vessel with overlooked safety standards. A change in weather that went unheeded. Panicked passengers. The unthinkable loss of life and the emotional toll that follows.
These stories share a common thread: when marine tourism goes wrong, the consequences ripple far beyond the shoreline. It’s not just about one operator. It’s about the reputation of the destination. It’s about the confidence our visitors place in Fiji as a safe, world-class location with professional service and well-managed experiences. And once that trust is broken, rebuilding it is a slow and fragile process.
There are several key risks in marine tourism, including vessel safety deficiencies, such as faulty equipment, overcrowding, or a lack of emergency gear, as well as untrained or under-resourced crews that are unable to respond effectively in crises.
Additionally, unpredictable weather patterns require better forecasting and informed decision-making. For the most part, weather information is provided early and clearly, but is often overlooked or ignored.
Other risks include limited public awareness around strong currents, marine hazards, or even fatigue while swimming, or swimming while under the influence of alcohol or drugs. Then there is the expectation that visitors and staff are aware of safety protocols when these are not known or have been ignored.
Fiji is not alone in facing these challenges. But we have an opportunity, and a responsibility, to lead in addressing them. The ocean offers magic, but it also demands respect, preparedness, and vigilance.
We cannot take that reputation for granted. It’s a privilege, not a guarantee, and it must be earned every single day through vigilance, excellence, and integrity. Because when it comes to water-based tourism, the margin for error is razor-thin. And the negative consequences, devastating.
Fiji’s size, geography, and close-knit communities give us a unique edge: we can act quickly, coordinate efficiently, and lead decisively. But that advantage only matters if it’s matched by commitment across operators, regulators, industry leaders, and government partners.
Let us be clear-eyed about what’s at stake: that every unverified and uncertified vessel is a potential liability, that every ignored weather warning is a risk waiting to become a headline, and that every missed safety briefing, missing life jacket, every lapse in training, all erode the foundation of trust we’ve built over decades.
We’ve seen the cost when destinations falter in this space. In those moments, it’s not just visitors who suffer; it’s local livelihoods, business owners, families, and future bookings. It’s the taxi driver who doesn’t get the fare, the hotel cleaner whose hours are cut, the dive instructor whose bookings are cancelled. The ripple effect is real and significant
But here in Fiji, we have the chance to do it differently.
By championing stronger enforcement, transparent standards, and proactive communication, we can assure the world that Fiji doesn’t just promise paradise, it protects it. We can be the benchmark for what responsible marine tourism looks like.
The ocean will always draw people here with its beauty, but it’s how we respond to its power that defines us.
We’ve always said that regulation isn’t the enemy of tourism; it is its greatest safeguard. When the Fiji Hotel and Tourism Association engages with maritime safety authorities and provides advice and templates for marine safety, it’s with one goal in mind: to protect staff and guest lives, our destination brand, and our economy. But regulation only matters when it’s enforced. Licences must be conditional on compliance. Spot checks should be standard and welcomed. Repeat offenders must be investigated and shut down. The law must have teeth.
Operators, too, have a responsibility. That means making the tough calls, especially when they’re inconvenient. If the weather shifts or the swells are unpredictable, the responsible decision is not to go. No guest will thank you for prioritising the booking calendar over their well-being. Even the most seasoned skippers cannot outwit nature, and to try is not bold, but reckless. That also means operators being comfortable about reporting bad behaviour on the water.
Marine safety concerns do not end at the shoreline. Every incident affects the bottom line. Guests don’t separate a bad experience from the place; it becomes part of the destination’s story. A single misstep at sea can trigger a viral post, taint a region’s reputation, and see bookings rerouted elsewhere. That affects hotels, restaurants, dive shops, taxis, and livelihoods across the board. Lower occupancy means reduced hours, lost income, and hard choices for employers. Safety matters, not just for the traveller, but for every family depending on tourism’s success.
So yes, marine safety is our business. Not just for skippers and boat owners, but general managers, travel agents, dive instructors, front office staff, and policymakers.
We all have skin in the game. And we all have a duty to speak up. If you see a vessel cutting corners or an operator pushing limits, report it. Silence enables risk. And risk, left unchecked, costs us all.
We’ve come a long way in raising industry standards. But progress is no excuse for complacency. Our goal remains: safe, unforgettable experiences for every visitor.
That’s what fuels our economy and keeps Fiji thriving. Disrupt that cycle with preventable danger, and we all lose.
Tourism is resilient, but not invincible. The ocean is our greatest asset and our greatest responsibility. It demands respect, and we must demand the same from everyone who works on it. That means accountability. Tough decisions. Zero compromise on safety.
Let’s not wait for tragedy to force change. Let’s lead. Let’s set the standard. Because in tourism, trust is everything, and in Fiji, that trust must never sink.
Fantasha Lockington – CEO, FHTA (Published in the Fiji Times on 24 July 2025)
Fiji Hotel and Tourism Association
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