Global tourism is experiencing a phase of stability following the post-COVID surge, presenting an opportunity for destinations like Fiji to adopt a strategic and collaborative approach to enhance their tourism sectors. Dr. Paresh Pant, Chief Executive Officer of Tourism Fiji, spoke on this topic in a recent interview, emphasizing the importance of data-driven decision-making and innovation as the industry settles into a familiar tourism cycle after the pandemic.
Despite the shifts in tourism dynamics, Dr. Pant highlighted that this transition should not be seen as alarming but rather as an opportunity for Fiji to plan for long-term sustainability. He noted that the tourism sector naturally experiences cycles of peaks and troughs and underscored that the key challenge lies in how destinations respond to these changes. “We can be reactive or proactive by using and credibly sharing data with stakeholders and partners,” he remarked.
A central part of his vision for Fiji’s tourism future is the principle of genuine dialogue, or “talanoa.” Dr. Pant believes that effective solutions arise from mutual understanding rather than top-down directives. “It’s not about standing on a stage and delivering an agenda. It must come from all of us,” he stated, aiming for a collaborative effort to benefit all stakeholders involved.
During his presentation at a recent convention, Dr. Pant also drew attention to the increasing role of artificial intelligence (AI) in tourism marketing and planning. He pointed out that while budgets are often limited, technology has enabled deeper connections. Properly calibrated, generative AI could enhance data collection and social listening, leading to more informed decision-making. He expressed the need to embrace this evolving technology proactively and apply it thoughtfully as a supportive tool rather than a sole solution.
Reflecting on the progress made within the industry, Dr. Pant pointed out that community-based tourism operators are growing in numbers, aligning with Tourism Fiji’s aim of making tourism inclusive. “While big brands attract attention, spreading the benefits means ensuring Fijians also prosper,” he stated. His vision encompasses not just employment for Fijians but also envisions them as beneficiaries, owners, and leaders within the tourism sector.
Dr. Pant emphasized the necessity to promote tourism beyond the traditional hubs, pointing out regions like Taveuni that offer distinct experiences contributing to balanced development. As part of Tourism Fiji’s strategic direction, he announced plans for regional “talanoa” sessions to engage industry stakeholders and improve distribution.
These community-focused discussions have resulted in renewed prioritization of four key areas: strengthening market presence, enhancing product value, ensuring authenticity, and improving cultural experiences. In addition, Tourism Fiji plans to remodel its office structure to improve international market connections and regional representation, ensuring issues and opportunities are addressed promptly.
With revitalized marketing initiatives such as the Fiji Matai Programme, which fosters relationships with international travel agents, Dr. Pant believes that a strong foundation is essential for sustained growth. “If we get those right, we can deliver a sustained and inclusive future for tourism in Fiji – one where every Fijian has the opportunity to thrive,” he concluded, indicating a positive and hopeful outlook for Fiji’s tourism industry as it embraces innovation and collaboration for a prosperous future.
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