Known for its pristine beaches, azure waters, and luxury resorts, Fiji has long been a popular destination in the global tourism market, attracting travelers from all around the globe. However, the Pacific island nation is embarking on a transformative shift, redefining its tourism landscape to prioritize sustainability, culture, and community empowerment.
Held in partnership with Tourism Fiji from 20-22 November 2024, AdventureNEXT Fiji aimed to highlight the breadth of unique experiences, natural wonders, and diverse landscapes the nation has to offer.
The theme of the event, “Toso Vata,” which means "to move together" embodies the essence of Fijian culture and the traditional Fijian philosophy that encourages working together communally and helping one another without expectation of reward. Long before adventures were recognized as formal activities, this way of life fostered a spirit of exploration and innovation. Today, it has evolved into a rich tapestry of experiences that allow us to connect deeply with nature, culture, and language.
Here are five key takeaways from the event that highlight how the island nation is embedding sustainability into their tourism strategy:
Engaging Local Communities and Collaboration
With 87% of its land owned by Indigenous communities, Fiji’s adventure tourism industry is inherently tied to local engagement and collaboration. Marita Manley, Company Director of Talanoa Treks, emphasized this connection on stage at AdventureNEXT Fiji stating, “tourism has to be run by communities.” This approach ensures adventure tourism not only respects cultural heritage but integrates local knowledge and expertise at every stage of development.
Tourism is hugely important for Fiji’s economy, contributing around 40% of the country's GDP. As Fiji diversifies their tourism offering, the destination is aiming to attract the right type of tourist: one who aligns with the offerings and abilities of the communities, creating experiences that are not only enriching for visitors but manageable for the local communities. During a local panel discussion, Eroni Puamau, Group General Manager of Rosie Travel Group, highlighted the importance of tailoring tourism to fit community readiness. “There needs to be a best fit for the type of tourism that can come into the communities.”
Preserving Culture Through Practice
Fiji’s cultural heritage is a huge part of the island’s identity. Whether experiencing a kava ceremony or enjoying a traditional meal such as the national dish, kokoda, for Fijians, preserving their heritage is not about a static display but involvement in traditions and ceremonies. “The best way to preserve our culture is practice. Practice is preservation,” said Ben Semira, Community Liaison and Trip Leader at Talanoa Treks. This philosophy is embraced across Fiji’s adventure travel industry, where the acknowledgment and respect for the tradition and cultures of Indigenous communities is dominant. Some of the advice is practical – such as the importance of using reef-safe sunscreen. But travelers arriving in Fiji are also encouraged to approach their experiences with respect and reverence for the local customs. As Semira reminded the audience, “We do not stray away from tradition. It is a must to stick to Indigenous customs.” Tourists bring with them a responsibility to honor the traditions and spaces they encounter.
Providing for the Future of Fijian People
Fiji’s approach to sustainability extends beyond tourism – it’s about securing the future of its people. The Fijian National Provident Fund (FNPF), the country’s sole superannuation fund, exemplifies this commitment. Holding the retirement savings of all Fijians, the FNPF fully owns prominent resorts, including the Intercontinental Fiji Golf Resort and Spa. “The resort uses this as a guiding light to be a responsible business operator as the success of the resort benefits all Fijians,” explained Akshay Singh, Portfolio Director of Sales & Marketing at InterContinental Fiji Golf Resort & Spa. This commitment ensures that the economic benefit from tourism directly contributes to the well-being of Fijians, supporting residents today and for generations to come.
Balance Growth with Sustainability
Fiji is redefining tourism by balancing growth with sustainability, ensuring its offerings align with the readiness and capacities of local communities. By focusing on expanding tourism activities and experiences in the outer islands, Fiji aims to ease the burden on the main island and distribute economic benefits more evenly. As part of this strategy to ensure readiness, earlier this year, the ATTA and Tourism Fiji partnered on a three-week AdventureEDU virtual training course for travel professionals. Eroni shared, “It’s important to set expectations, many communities are at different levels of development.” This not only empowers communities and prevents them becoming overwhelmed, but creates a more meaningful experience for the visitor.
The Importance and Value of Guides
In Fiji, guides play an important role as both stewards of the environment and cultural ambassadors. Guides are not only responsible for showcasing the beauty of Fiji’s landscapes but also for educating travellers about the significance of preserving these environments. Their knowledge and storytelling connects visitors to the culture and landscapes of the islands, fostering respect and responsibility. As Kasimiro Taukeinikor, Director at Rivers Fiji said, “we are protectors of our culture, people are coming to see our unique landscapes and we need to protect this.”
Across many island resorts this commitment extends further: guides, dive instructors and marine biologists encourage guests to practice reef-safe snorkeling, responsible wildlife interactions, and highlight the importance of reducing plastic waste. By involving the traveler in conservation efforts, those that work in the tourism industry in Fiji are looking to ensure that adventure tourism contributes to the protection of the ecosystems and traditions that draw people to its shores.
Learn more about Fiji's Journey Towards Sustainable Adventure Travel.
