Fiji is taking a significant step towards enhancing its global tourism brand by introducing national sustainability standards aimed at safeguarding its reputation. This initiative marks a transition from merely marketing the concept of ‘Fiji happiness’ to ensuring that tourism operators fulfill that promise through concrete accountability and quality measures.
According to Senior Sustainable Tourism Expert Becky Last, the new standards emphasize regulation, responsibility, and ongoing improvement, guaranteeing that visitors enjoy a consistent experience throughout Fiji. “It is the business’s responsibility to ensure compliance. To aid in this, the ministry may provide an indicative list of guidelines,” Last stated.
The framework includes a tiered recognition pathway that caters to operators at various stages of their sustainability journey, allowing them to progress and enhance their practices over time. Dr. Paresh Pant, Chief Executive of Tourism Fiji, highlighted the importance of a united and coordinated approach in this process. He noted, “Returning to the center for focused and credible marketing is crucial, as it fosters investment, instills confidence, and promotes sustainable growth.”
Overall, this framework aims to bolster sustainability, protect local communities, and ensure that tourism development occurs without compromising Fiji’s reputation or long-term resilience. By setting these standards, Fiji looks to not only enhance visitor experiences but also to solidify its position as a leader in sustainable tourism. This promising initiative represents a collective commitment to maintaining the natural and cultural integrity of Fiji while supporting a thriving tourism sector.
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