Fiji’s economy to boost as international tourism arrives: MCTTT

Fiji’s international tourism arrivals took a nosedive in 2020, due entirely to the global COVID-19 pandemic and the international travel bans that accompanied it.

With the substantial decline in demand, economic activity slowed down resulting in the economy contracting by as much as 16 percent in 2020.

Tourism, the backbone of the economy which generated FJ$$2.06 billion in visitor earnings

and catered to over 890,000 visitor arrivals in 2019, declined by over 80 percent in 2020.

Experts have said that the industry will not be returning to 2019 levels until 2024.

This has forced most tourism businesses in Fiji to either reduce their workforce or face closure. As a result, 115,000 jobs have been impacted either through reduced hours, layoffs, or furlough.

While previously international inbound tourism was the focus in Fiji, local tourism players have now had to pivot to domestic tourism as the only means to generate revenue and stay open.

With little to no analysis on the domestic tourism market, local operators relied on basic price discounting strategies but lacked the market research to effectively identify and target domestic tourism segments.

This Local Tourism Demand Study is designed to provide a better understanding of local tourism market segments and preferences.

The findings of this report are based on results from a survey of more than 10,000 local travelers, and additional focus groups including face to face interviews.

It is envisaged that this information will not only help tourism stakeholders to better target domestic tourism post COVID-19 but also allow for the updating of existing domestic tourism strategies by both Government and the private sector for when international tourism eventually resumes.

The findings of the study will assist the industry to better understand different local tourism segments, as well as the spending patterns and preferences at different tourism destinations in Fiji.

World Tourism Day

Not too long ago, we welcomed close to 900,000 visitors to our shores. As a sector – we provided jobs to thousands of Fijians across the tourism value chain. We opened our doors, our homes, and our hearts to the world.

We saw the vigour and true potential of ‘Fiji – Where Happiness Finds You’.

As we celebrate World Tourism Day 2021, we are reminded of the ethos of the theme – “Tourism for Inclusive Growth”.

The Fijian Government stands strong in its commitment to ensure tourism remains a pillar for socio-economic prosperity, sustainable development and most importantly — inclusivity.

We acknowledge the sector’s resilience and commitment towards the Sustainable Development Goals and its unique ability in ensuring that nobody is left behind, especially during this very challenging times.

As we prepare for re-opening, we re-affirm our collective commitment — as a nation — to build back better, stimulate decent jobs and transform to a greener economy.

It is only through an inclusive approach to recovery will we achieve inclusive growth and benefits. These benefits extend far beyond the tourism sector, touching other sectors, such as aviation agriculture, retail, and construction, culture and entertainment, amongst others.

With a shared vision to build the foundation of a better future, we now embark on revitalisation, rebuilding and readiness.

With these words I would like to wish everyone a happy World Tourism Day.

Source: Ministry of Commerce, Trade, Tourism & Transport