At 96 years old, Turaga Na Tui Vuda, Ratu Eparama Kitione Tavaiqia, has launched a transport business aimed at turning village tourism into a sustainable economic engine for his people. Optimistic Tours and Transfer, based in historic Viseisei Village, has begun operations after several years of planning and has already secured a transport services contract with Fiji operator Rosie Tours.
The chief personally financed a tourism-standard fleet of five vehicles to get the venture underway: three 15-seater Toyota Hiace vans, a Toyota Prado and a Toyota Innova. The vehicles are now servicing clients as Optimistic Tours positions itself to carry visitors to cultural experiences anchored in Viseisei and the wider Vuda area.
Day-to-day management of the new company is overseen by Mr Meli Tora, who works closely with the Tui Vuda to run operations and build the business. Mr Tora said the chief was determined to establish an enterprise that would generate tangible benefits for his people during his lifetime and create enduring opportunities for future generations.
Optimistic Tours and Transfer will operate village tour activities under Vanua o Vuda Holdings, the vehicle set up to channel benefits to the community. The initiative is expected to create more than 20 jobs through village tour operations, bringing direct employment opportunities to Viseisei and neighbouring areas as drivers, guides and support staff are engaged to meet growing visitor demand.
The partnership with Rosie Tours is the venture’s first major commercial win and is expected to broaden community involvement by integrating Viseisei village tours into established tourism circuits. Organisers say the agreement will help link traditional leadership and community-based tourism products with an established tour operator’s marketing and booking networks, creating a pathway for steady visitor flows and revenue.
The idea for Optimistic Tours was first conceived by the Tui Vuda in 2018, and its formal launch marks the latest development in efforts to harness Fiji’s tourism growth for local development. By combining the chiefly leadership’s vision with private sector partnership and direct investment in transport infrastructure, the project aims to provide a replicable model for village-led economic activity.
Optimistic Tours and Transfer represents a notable example of traditional authority taking an active role in commercial enterprise to support sustainable development in the Vanua o Vuda. With vehicles on the road and a commercial contract in place, organisers say attention will now turn to scaling operations, training staff and embedding village tours into Rosie Tours’ itineraries to ensure the benefits flow back to the community.
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