Hello, everyone!

We’re proud to feature a compelling piece this week by AST friend and dedicated sustainable tourism advocate, Hanniel Almasco. She shares her insights on Fiji’s remarkable tourism transformation and the key lessons it offers for island destinations.

Final call for tech innovators, data analysts, consultants, clean energy experts, water treatment specialists, and other professionals and businesses driving sustainability forward!

Don’t miss your chance to secure an exclusive offer before we launch the AST Sustainability Solution Providers Program next week. Yes, it’s happening soon. Scroll down and sign up now!

If this newsletter was forwarded to you, please subscribe here.

Please share this newsletter with your friends so they can gain access to valuable content. We plant a tree to welcome every new subscriber through our partnership with OneSeed.

Fiji’s Sustainable Tourism Playbook: Lessons for Island Destinations

Fiji is in the global sustainable tourism spotlight as it gears up to host the Global Sustainable Tourism Conference 2025. Tourism fuels nearly 40% of Fiji’s GDP, and its industry has deep roots—dating back to its early 20th-century role as a key trans-Pacific stopover.

The game-changer came during WWII with the construction of Nadi International Airport, transforming Fiji into a major travel hub. By the 1950s, jet travel brought waves of tourists, fueling a boom in hospitality. Iconic films like The Blue Lagoon, Cast Away, and Adrift further cemented its allure.

Fast forward to 2024: Fiji welcomed 982,938 visitors—5.7% more than 2023—outpacing its own population. Tourism revenue has soared from US$1.38 billion in 2019 to US$1.44 billion in 2023, with a US$1.79 billion target by 2027. Today, tourism reigns as Fiji’s top economic driver, eclipsing sugar exports.

From Early Challenges to Becoming a Global Tourism Success

Fiji’s rise as a top tourism destination didn’t happen overnight. It took persistent efforts from businesses, strong government backing, and indigenous community involvement.

Political instability from coups in 1987, 2000, and 2006 shook investor confidence, while land ownership disputes and foreign dominance in tourism limited local benefits.

In response, the government and private sector launched the Tourism Action Group (TAG) to drive recovery, leading to a 42% rise in arrivals from 1999 to 2009.

To empower locals, the government established the iTaukei Land Trust Board (TLTB) to ensure landowning communities benefited from tourism. Investor-friendly policies, including tax breaks and duty-free imports, attracted foreign capital.

Meanwhile, the Fiji Visitors’ Bureau evolved into Tourism Fiji, fueling growth through strategic marketing.

Fiji’s tourism prestige continues to rise.

Lonely Planet ranked Fiji third on its 2025 “Best in Travel” list, its national campaign won a 2023 PATA Gold Award, and it was crowned Oceania’s Leading Tourist Board at the World Travel Awards.

Read more about Fiji’s National Sustainable Tourism Framework (NSTF) 2024-2034. 

Take a look at the photos of Hanniel’s Fiji trip here.

Support and Incentives for the Private Sector

The Fijian government is driving private-sector growth in tourism with data-driven tools and investment incentives.

Beyond its Skift partnership, it launched the Fiji National Tourism Statistics Taskforce and the Tourism Data Insights Dashboard, giving businesses key market intelligence on visitor trends and spending.

To attract investment, the annual Fiji Tourism Investment Prospectus highlights opportunities in sports, adventure, education, and medical tourism—fueling job creation and economic growth.

Empowered Indigenous Communities

Fiji actively integrates indigenous communities into tourism, ensuring inclusivity, sustainability, and cultural respect. Government and international programs empower iTaukei communities, embedding them in the tourism value chain.

Deputy Prime Minister Viliame Gavoka stresses the need for strong institutions to elevate indigenous tourism, stating, “We are working directly with indigenous groups to ensure their voices are heard and they benefit from tourism.”

Indigenous-owned resorts, like Oarsman’s Bay Lodge in Nacula Island, showcase successful community-based tourism. Co-owner Dean Swaagman aims to train local youth in resort management, fostering inclusive growth.

Tourism Fiji reports 19% of visitors disperse to the Mamanucas and Yasawas, with backpackers, young professionals, families, and honeymooners leading the way.

Intentional Push for Sustainable Tourism

Tourism Fiji is launching Loloma Hour, the world’s first “happy hour” for the environment, pledging 5,000 hours to sustainability efforts with community and visitor involvement.

Meanwhile, its Bin it or Bag it campaign is tackling litter, pushing for a cleaner, greener Fiji.

TL; DR

Fiji's path to becoming a renowned tourist destination wasn't linear, but the island nation turned early-day challenges into opportunities for growth.

• Collaborate for recovery: The government and private sector formed the Tourism Action Group (TAG) to lift travel warnings and launch campaigns to revive tourism.

• Attract investment with incentives: Tax breaks and duty-free imports drew foreign capital.

• Manage land use effectively: The iTaukei Land Trust Board (TLTB) ensured land leases benefited local communities.

• Empower local communities: Clear guidelines and programs integrated iTaukei communities into tourism.

• Strengthen tourism organizations: Rebranding the Fiji Visitors’ Bureau into Tourism Fiji improved marketing and crisis management.

• Use data for decisions: The Skift partnership provided insights into market trends for smarter decision-making.

• Plan for sustainable tourism: The National Sustainable Tourism Framework 2024-2034 focuses on economic growth and environmental health.

• Engage visitors in environmental initiatives: Loloma Hour and Bin it or Bag it mobilize tourists and locals for conservation.

FINAL CALL

Congratulations to the sustainability solution providers who are listed on AST.

The AST Sustainability Solution Providers Directory offers visibility and credibility, and direct access to key decision-makers in tourism and hospitality.

If you are a solution provider, we invite you to visit our website and submit your information for review in order to get listed.

What’s in it for you as a solution provider?

• It’s free and easy: Showcase your solutions with no strings attached.

• Reach decision-makers: 80% of our readers hold director-level or higher roles across 60+ countries.

• Gain credibility: Unlike generic search engines, our platform features only vetted, high-impact providers.

What’s in it for hospitality and travel companies?

• Discover and connect with vetted, high-impact solutions to integrate sustainability into your operations – saving you time and reducing guesswork.

🌟 Exclusive Extension: More Time to Secure Your Spot  🌟

Send in your details to be listed before 15 February 2025 to stand a chance to unlock an additional month of our soon-to-be-launched membership (worth up to $2,200)

Here’s Why Over 4 Million Professionals Read Morning Brew

• Business news explained in plain English

• Straight facts, zero fluff, & plenty of puns

• 100% free

See for yourself

Sponsored Content

This newsletter may contain affiliate links. If you click on one and make a purchase, we may earn a commission at no additional cost to you. Our recommendations are based on thorough research and personal experience, and we only promote products and services we genuinely believe in. Thank you for supporting our work.