Celebrating One Year of Tourism Fiji's Destination Development Team
Nadi, 29 October 2024 – Tourism Fiji is proud to celebrate a significant milestone: the first anniversary of our Destination Development team. Funded by Tokoriki Island Resort, under the Tokoriki scholarship to boost local involvement in the tourism sector, this dedicated team has made impressive progress in supporting Fijian businesses in tourism.
In the past year, under Head of Destination Development Lucia Zeeard, the team has empowered tourism businesses to unlock their potential and enhance their digital presence. Focus areas include connecting local operators with e-commerce platforms, preparing them for international buyers, and delivering tailored workshops. They have focused on helping these businesses become market-ready and guiding them to the appropriate government departments for further support. Currently, the team is collaborating with approximately 46 businesses and has supported over 60 tourism concepts through consultations and training. Outreach has included key locations like Suva, Pacific Harbor, Savusavu, Taveuni, and the Yasawas, with plans for further exploration to ensure comprehensive support across Fiji.
Tourism Fiji CEO Brent Hill emphasized the vital role of the Destination Development team, saying “The focus is on empowering tourism businesses and entrepreneurs with the insights and connections essential for success in this dynamic industry. The team provides what tourism businesses, entrepreneurs, and prospective operators need to succeed and grow. The upcoming AdventureNEXT program, in collaboration with ATTA, exemplifies this by attracting the right buyers to Fiji to enhance our adventure tourism sector. This initiative not only benefits individual businesses but also bolsters Fiji’s reputation as a premier adventure tourism destination.”
Through the partnership with ATTA, Tourism Fiji has trained 50 local operators, equipping them with the skills to engage sustainably in the global market. In addition, the AdventureNEXT marketplace in November will offer over 30 adventure operators’ valuable opportunities to showcase their offerings.
The Destination Development team’s dedication to fostering a thriving tourism landscape is further exemplified by success stories like that of Luke Fryett from Bula Coffee, who benefited from the team’s inaugural Tourism Super Week this year. After participating in a supply chain workshop, Luke captured the interest of Superyachts Australia, leading to sponsorship for him to represent Fiji at the BNE Superyacht event. His journey reaffirms the power of networking and collaboration that such initiatives promote.
Testimonials from Operators:
- Sachiko Soro, Director Vou: "With the Destination Development team, this is one of the first times we are looking at a wide spectrum of experiences that visitors to Fiji are asking for. It’s vital to diversify our offerings as a destination while helping our Fijian businesses improve."
- Silina Bale, Director Finding Island Tours, yHer and Tourism Super Week Participant: "I’m incredibly grateful for the opportunities and support the Destination Development team has provided. Their commitment to sustainability and adventure tourism is inspiring, and I look forward to continuing this journey with them." Tourism Fiji’s partnered with yHer to support 12 women entrepreneurs with masterclasses, practical sessions, and networking events that made the program possible.
- Marita Manley, Director Talanoa Treks: "The establishment of the Destination Development team has been crucial in helping us feel a sense of belonging in the tourism sector as a small, growing operator. Their dedication to strengthening partnerships, particularly with ATTA, has been invaluable in attracting environmentally conscious travellers and empowering community-led businesses."
The Destination Development team aims to continue to support the growth of Fijian-owned tourism experiences, all aimed at enhancing the tourist experience and promoting sustainable community growth.
