FHTA Tourism Talanoa: That Coconut Tree

FHTA, 28 April 2022 – Our warrior ladies of the Fijiana Drua, in their maiden Super Rugby (Women’s) season, fought enormous odds and still came out on top of a game that is gaining attention wider attention in the Pacific and Fiji where representation has been usually part of recognized teams out of New Zealand or Australia and even then, only in men’s teams.

What a collection of inspiring individual tales they contributed to, that wove themselves together into a tough connecting cord that pulled our ladies through this electrifying competition despite deeply personal and painful team challenges.

They have shown the true grit and flair that Fijiana rugby can build a sterling reputation on.
We can certainly appreciate that pluck and adaptive style that demands consistent effort regardless of what is being thrown at you.

It is how Fijian tourism has been able to survive.

Those same tough, plucky and adaptable traits have now seen the hustle and bustle of tourism hotspots around the country return with the exciting reopening now almost 5 months behind us.

What should have been a slow but steady ramp-up to our peak season has turned into an explosion of demand for Fijian holidays and not just from our key markets of Australia, the US and almost late to the party New Zealand.

We’re the most preferred holiday destination for people looking for a holiday right now and until Fiji’s competitor destinations get their reopening frameworks right (and they will), increase their vaccination levels and simplify travel requirements (equally critical elements); it is easy to get distracted by the fact that the industry is far too busy dealing with all the usual but almost forgotten challenges of managing high demand for its services and products.

After the long awful lull, with thousands more people now working, activities fired up, rooms filled and people enjoying themselves on beaches; ensuring there are enough staff on duty, products on hand, services up to scratch and that power and water supplies are delivered as expected are the fundamental elements taking precedence right now.

We know we’re not the only ones at FHTA that is super excited about seeing so many more of our resorts and experience or activity providers back in the swing of things.

As the industry moves from slow to full steam ahead, other connected supply lines have also moved into their increasing activity levels, commencing with a higher frequency of flights into Fiji in response to demand and the ensuing transport and service activities at the international and domestic airports ramping up in tandem.

And while that means that our hospitality staff are back on full-time work and in far higher numbers; filling many, often surprising skill gaps is still an ongoing issue with the short-term solution for bringing in these skills from overseas a complicated and long-drawn-out process, while the benefits to tourism and Fiji for importing these skills lost in the rigid bureaucratic processes demanded of employers tasked with delivering high standards and services.

Travel requirements have moved into yet another phase, evolving as it continually does with post-pandemic adjustments for testing and tracing – not always understood or desirable, but adopted and complied with nonetheless.

Even as these restrictions are reviewed downwards, accommodation providers still form a larger part of the important border health protection management that is taken as seriously as it was before borders reopened.

Fiji’s Ministry of Health and Medical Services (MOHMS) reminds us that we must continue to be wary of potential medical disasters, so the industry continues collectively to support the compliance of the necessary travel requirements.

FHTA recently collaborated with MOHMS to assist mostly rural and island-based or remote tourism properties by training staff to conduct Rapid Antigen Tests for their guests and staff, recognizing that it is far more complicated for remote operators to welcome back their guests within the required travel safe protocols.

It is still our collective responsibility to keep our guests, staff and communities safe and we are still expected to be all working off the same playbook.

But ensuring all the moving parts of an extremely large, unwieldy and complicated tourism machine (scattered as they are over a hundred different islands) work smoothly and effectively has taken considerable effort and collaboration with the tourism and health ministries, Fiji Airways, Tourism Fiji and many others.

There is no doubt it is paying off, but clearly in response to a whole range of reasons from pent up demand and Fiji suddenly the “only show in town”, as well as the collaborative impact of public and private sector consultation on how best to re-emerge.

Figures released for forward bookings in the coming months are positive for the industry and extremely hopeful for the Fijian economy. We appear to be moving firmly back into place in this new-normal world.

In a few short weeks, Tourism Fiji will hold its annual Fiji Tourism Expo after a lapse of two years and this will provide the national tourism office with a marketing platform to remind the world of exactly what Destination Fiji has to offer, and how its competitive edge will play out on the world’s tourism stage as other more tourism savvy destinations awaken out of their COVID induced dazes.

Of course, it is also the perfect opportunity to showcase more of the country’s attractions and culture that do not usually get highlighted in the media or on your virtual newsfeeds but have seen a quiet but determined demand come through.

Wholesalers and all manner of travel-associated salespeople will descend on Nadi in a flurry of activity to soak up information and experience first-hand what Fiji has to offer, especially now after 2 years of reviewing products, refurbishing and rebuilding.

A vibrant tourism industry, once fully revived means more money circulating in the economy and that should reinvigorate spending and investments.

Despite many fully understanding the economic shortfalls without tourism its usually formidable influence on employment, supply lines and the large, multiplier effects throughout the country; the industry still cannot afford to be anything but pragmatic as it claws back lost ground.

This calls for resilience, flexibility and formidable adaptation instincts.

It is no coincidence that the iconic coconut tree, well known for these very traits, is the most used symbol on Fiji’s sporting emblems.

And is the recognized symbol for beaches, islands and tourism.

By: Fantasha Lockington – CEO, FHTA (Published in the Fiji Times on 28 April 2022)