Our Tourism Industry

With direct flights from Australia, New Zealand, USA, Japan, Singapore and Hong Kong, we had another recording year of tourist of over 900,000 tourists in 2019, growth from 870,309 in 2018. Fiji is well- known for our amazing islands and stunning beaches, along with the friendly hospitality; we also have most the international recognize hotel brands and unique private island resorts. Our wide range of land and water activities attract families, honeymooners, wedding parties and backpackers to Fiji.

​Tourism accounted for $2.08 billion dollars in 2018 and 38.9% of the GDP in Fiji. It is the most important source of foreign currency that help with our imbalance trade deficit. On the other notes, The Fiji National Provident Fund (FNPF) own Sheraton, Westin, Denarau Golf Course, Momi Bay Marriot, the Intercontinental Fiji Golf & Resort, Holiday Inn Suva and Grand Pacific Hotel (as of June, 2018). The tourism industry is most important income source for Fiji and also for the account holders of FNPF.

However, the strong global competition from countries like Thailand, Indonesia, Mexico, and Maldives will be our upcoming challenge in 2020 and beyond. They all have their unique features and advantages. South East Asian countries like Thailand and Indonesia offer cheaper options in term of accommodations, meals and activities. Thailand is also known for their therapeutic massage and spa treatment and also popular local cuisines. They are both popular travel destinations for Chinese, Koreans, Europeans and Australians. Mexico is USA & Canada’s backyard with cheap flight options and all-inclusive package. Maldives is similar to Fiji islands’ experience but with more luxury options, targeting the honeymooners.

Unfortunately, with 44% tax & levy surcharge for accommodations and meals (10% service tax, 9% VAT & 25% environmental levy); we can’t complete against Indonesia and Thailand in term of pricing. The only way forward is to add value to our tourism industry – culinary tourism.

Indigenous Fijians believed to be originated from Western Melanesia some 3,500 years ago. With migration from Rotuma with Polynesian, and the Indians were brought into Fiji as labour works for Sugar cane field during the British Colonial days. Throughout the years, the European and Chinese had also arrived and settled in Fiji. Fiji should have a rich history of earthy & healthy pacific islands cuisine, along with a twist with Indian and other cuisines (early version of fusion?). This unique feature, along with our local ingredients can open a new door to our tourism industry to drive the growth. The Pacific Food revolution TV series by Robert Oilver, which is supported by the Australian and New Zealand government had already show a glimpse of what Fijian cuisine can be.

For starter, Kokoda is the South Pacific version of the ceviche (a seafood dish originated from Peru, typically made from fresh raw fish cured in citrus juices and spiced with chili peppers, chopped onions, salt and coriander). Kokoda used local fresh fish such as Mahi Mahi or Walu, marinated in coconut cream, lemon, onions, tomatoes and chilis – usually serve in coconut shell. Hawaii has their take with the influence of Japanese immigrants of Poke – a raw tuna dished diced with soy sauce, seaweed, sesame oil, sea salt, inamona and chili pepper. With properly promotion as a healthy dish, poke bowl become a very popular dish in North America and Asia and have restaurants that sell different variety and twist of poke bowls. Hawaii is a good example of culinary tourism – with a blend of cuisines from Polynesian, Japanese, American, Korean, Portuguese, Puerto Rican, Chinese and Pilipino; It had formed a “Hawaii local food” includes Poi (made from Taro), Spam Musubi, Poke, and Loco Moco.

If we can promote Fijian cuisine as local-grown, healthy and delicious food, why can’t Kokoda, Nama, Rourou, Palusami, Lolo buns, Curry, cassava made it well-known in the world stage and become a trendy cuisine?