At the recent Tourism Super Week in Nadi, speakers emphasized the need for a transformation in Fiji’s business mindset, particularly within the tourism sector. Palinda Erasito Kaitu’u, a Senior Hummingbird Certified Mentor, called for a shift from the traditional Fijian expression “Duri madao,” which refers to businesses that quickly start and fail, to the more constructive “Duri meda,” advocating for the establishment of sustainable and resilient enterprises.
Kaitu’u stressed the necessity for Fijian businesses to focus on sustainability in the face of ongoing economic challenges, highlighting that the tourism sector, especially micro, small, and medium enterprises (MSMEs), plays a vital role in this transformation. Her vision is to grow over 500 scalable and sustainable tourism MSMEs within the next three years, emphasizing the importance of creating businesses that not only aim for profit but also embrace environmental and social responsibility.
This event comes at a crucial time as Fiji’s economy continues recovering from the pandemic’s impacts, and the tourism sector seeks to rebuild stronger and more sustainably. Kaitu’u’s call aligns with the overarching theme of this year’s Tourism Super Week, which promotes collective learning and community involvement within the industry.
As noted by Deputy Prime Minister Viliame Gavoka at the same event, the theme “Veisolisoli for Success: Sharing Knowledge, Building Futures” connects traditional wisdom with modern business strategies. The collaborative ambiance among stakeholders aims to nurture not just the local economy but also to safeguard Fiji’s rich natural heritage through sustainable tourism practices.
Furthermore, the integration of eco-friendly innovations and practices reinforces the urgent need for businesses to adapt to changing consumer preferences, as demand for sustainable travel experiences continues to rise. The ongoing efforts from both government initiatives and local enterprises showcase an inspiring commitment to not only restoring the tourism sector but also to ensuring it thrives through community engagement and environmental stewardship.
The hopeful outlook for Fiji’s tourism industry is encapsulated in the collaborative spirit evident during Tourism Super Week, suggesting that positive change is on the horizon, with long-term benefits for both local communities and the environment.
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