Denarau, Nadi – May 7, 2025 – As discussions continue at Tourism Super Week 2025, the tourism industry is being encouraged to engage more closely with the National Sustainable Tourism Framework (NSTF), following its reaffirmation by the Ministry of Tourism and Civil Aviation as a guiding document for the sector’s development over the next decade.
During her address at the event, Permanent Secretary Salaseini Daunabuna presented the 10-year framework (2024–2034) as a collaborative strategy designed to support more inclusive, resilient, and environmentally responsible tourism growth in Fiji. Developed with input from both public and private sector stakeholders, including international partners such as the International Finance Corporation (IFC), the NSTF outlines key objectives that will influence national tourism policy and planning.
Key areas highlighted for industry consideration include:
- Stronger alignment with sustainable tourism practices, including environmental initiatives such as reef conservation and eco-certification programs.
- Support for local businesses and communities, particularly through MSME development, training, and workforce upskilling.
- Market diversification, with a focus on increasing high-value visitation and improving air connectivity to both traditional and emerging visitor markets.
- Cultural integration, with Fijian values and heritage positioned as central to the overall visitor experience.
While the Government has positioned the NSTF as a blueprint for long-term industry direction, it will be critical for ongoing dialogue and collaboration with the private sector to ensure the framework’s goals are translated into measurable outcomes. FHTA members are encouraged to familiarise themselves with the NSTF’s strategic priorities and consider how their operations may align or contribute to its implementation.
As Tourism Super Week progresses, industry stakeholders can expect further sessions exploring the practical pathways to achieving shared sustainability targets and adapting to a changing global tourism landscape.
FHTA will continue to engage with the Ministry and relevant partners to ensure the industry’s voice remains an integral part of shaping Fiji’s tourism future.
