Fiji looks to sustainable adventure travel as key to future tourism development

July 31, 2024

Looking to redefine its tourism landscape, the nation of Fiji is embarking on a transformative journey towards sustainable adventure travel - aiming to disperse tourism benefits across its outer islands, promote high-quality and low-volume experiences, and ensure long-term sustainability while maintaining its unique cultural heritage.

In a newly published editorial on the Adventure Travel Trade Association (ATTA) website, Gustavo Timo and Hannah Pearson explore Fiji's strategic roadmap for sustainable travel and the pivotal role of its competitive advantages.

From ‘Flop and Drop’ to Sustainable Travel
For decades, Fiji's tourism industry has been heavily concentrated on the main island of Viti Levu, with large resorts capturing the bulk of tourism revenue. This model, while lucrative, has led to economic imbalances and environmental pressures on key areas.

Recognising the need for a more equitable and sustainable approach, as well as the fact that as a Pacific Island Fiji is particularly vulnerable to climate change, it is shifting its focus towards diversifying its tourism offerings.

The new initiative emphasises the development of high-quality, low-volume tourism experiences in the outer islands. By encouraging travellers to explore beyond the main island, Fiji aims to spread the economic benefits of tourism more evenly, reduce the environmental footprint, and showcase the unique cultural and natural attractions of its lesser-known regions.

Embracing Sustainable Practices
Fiji's commitment to sustainable travel is deeply rooted in its cultural and environmental stewardship. One of the key pillars of this commitment is the protection of land rights through traditional land ownership laws. While these laws sometimes complicate the establishment of newer ecotourism and community tourism initiatives, they ensure that land remains in Fijian hands, empowering local communities and fostering a sense of guardianship over their natural and cultural resources.

In addition to legal frameworks, Fiji's tourism strategy includes the promotion of eco-friendly accommodations, responsible travel practices, and community-based tourism initiatives. These efforts are designed to minimise the environmental impact of tourism while providing meaningful and authentic experiences for visitors.

Competitive Advantages
Fiji's journey towards sustainable adventure travel is supported by several competitive advantages. Key is the country's widespread use of English makes it accessible to international travellers, facilitating communication and enhancing the visitor experience. Additionally, Fiji's renowned hospitality and friendly culture create a welcoming environment that attracts and retains tourists.

The diversity of Fiji's natural landscapes, from rugged mountains to lush rainforests and vibrant coral reefs, offers a wealth of adventure opportunities. Activities such as hiking, diving, kayaking, and cultural tours provide visitors with immersive experiences that connect them with the country's unique environment and heritage.

Collaborative Efforts for Sustainable Development
The successful transition to sustainable adventure travel requires collaboration between Fiji's tourism board, private sector, and local communities. By working together, these key players can develop and promote tourism products that align with sustainability goals and benefit all parties involved.

Small and medium-sized enterprises (SMEs) play a crucial role in this collaborative effort. These businesses, often family-owned, are well-positioned to offer personalized and authentic experiences that appeal to the growing market of responsible travellers.

In 2023, Fiji Tourism established its Destination Development Department, which is tasked with supporting SMEs. It has run training initiatives such as Tourism Super Week, an event held for the first time in May 2024 which brought together the private sector to discuss key issues, as well as the recently-embarked on AdventureEDU programs. It also provides guidance on funding and marketing initiatives, fostering innovation and sustainability within the industry.

One great example of how Fiji's sustainable travel product offering is transforming and evolving is the Duavata Collection, a network of tour operators, accommodations and experience providers showcasing some of the best sustainable travel experiences in Fiji.

A Roadmap for the Future
Fiji's destination development roadmap outlines a clear path towards a more sustainable and resilient tourism industry. Key components of this roadmap include:

• Diversification of Tourism Offerings
Expanding tourism activities and experiences in the outer islands to reduce pressure on the main island and distribute economic benefits more widely.

• Sustainable Infrastructure Development
Investing in eco-friendly accommodations, renewable energy, and waste management systems to minimise environmental impact.

• Community Engagement and Empowerment
Involving local communities in tourism planning and development to ensure their needs and perspectives are considered.

• Marketing and Promotion
Highlighting Fiji's unique cultural and natural attractions through targeted marketing campaigns aimed at responsible travellers.

• Capacity Building
Providing training and support for tourism businesses to adopt sustainable practices and improve service quality.

Looking Ahead
Fiji's shift towards sustainable adventure travel represents a significant evolution in its tourism strategy. By focusing on high-quality, low-volume experiences, dispersing tourism benefits to the outer islands, and leveraging its competitive advantages, Fiji is positioning itself as a leading destination for sustainable travel. This journey not only preserves the country's natural and cultural heritage but also ensures that tourism continues to contribute positively to the well-being of its people and the environment.

As Fiji continues to develop and implement its sustainable tourism roadmap, it serves as an inspiring example for other destinations seeking to balance growth with sustainability. The collaborative efforts of the tourism board, private sector and local communities are paving the way for a brighter, more sustainable future for Fiji's tourism industry.

ATTA has partnered with Tourism Fiji, most recently on a three-week AdventureEDU virtual training course for 50 Fiji travel professionals.

Later this year, buyers and official media will experience firsthand the breadth of unique adventures, natural wonders, and diverse landscapes the 333 islands have to offer at AdventureNEXT Fiji, taking place from 9th to 16th November 2024.

Click here to read the original article on the ATTA website.

For more information on AdventureNEXT Fiji go to www.events.adventuretravel.biz/adventurenext/fiji-2024

Images: White water rafting on Fiji's Navua River (top, credit: Divergent Travellers), Zip Line tour at Fiji's Momi Bay (middle) and kayaking on Fiji's Navua River (below, credit: Divergent Travellers).

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