The Fijian Government has made a significant stride towards promoting sustainable tourism by officially launching the Fiji National Sustainable Tourism Framework, a comprehensive 10-year strategy. This announcement was made during Tourism Super Week 2025 by Salaseini Daunabuna, the Permanent Secretary for the Ministry of Tourism and Civil Aviation.
The framework establishes key national priorities aimed at fostering inclusive growth, managing environmental challenges, and preserving cultural heritage within the tourism sector, which significantly contributes to Fiji’s economy—accounting for approximately 40% of the country’s GDP. Among the proposed initiatives are supportive measures for micro, small, and medium enterprises (MSMEs), skills development, coral reef restoration, and the eco-certification of local tourism operators.
Daunabuna emphasized that the development of this framework reflects collaborative efforts between various government agencies, private sector players, and international partners, including the International Finance Corporation. The framework represents a significant shift toward integrating indigenous values into tourism operations and ensuring that the sector is future-proofed.
Tourism Super Week, entering its second year, serves as an essential platform for stakeholders to discuss and align their strategies with the framework’s objectives. Discussions at the event will focus on empowering local businesses and fostering a community-driven tourism environment that enhances resilience and sustainability.
This commitment to sustainable tourism not only reflects a response to increasing demands for eco-conscious travel but also seeks to safeguard Fiji’s natural beauty and cultural integrity for generations to come. Stakeholders are encouraged to embrace innovative practices that contribute to a vibrant tourism landscape, combining economic growth with environmental stewardship.
The hopeful outlook for Fiji’s tourism sector highlights a collaborative spirit, paving the way for a prosperous future where both the environment and local communities can thrive in harmony with increased tourism activity.
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