Members of the Yasawa Tourism Marketing Cooperative are achieving notable success in the tourism sector, despite lacking formal education, as revealed by Cooperative representative Moala Nata. The cooperative, which includes a range of family-operated businesses such as Long Beach Hideaway Resort, Bay of Plenty, Safe Landing Resort, Nabua Lodge, Korovou Resort, and White Sandy Beach Resort, has collectively built properties valued at millions.
Nata highlighted their achievements, stating, “None of them ever finished high school, but they have built properties not less than $2 million.” He notes that the cooperative was formed by families working together, often over generations. Most members have been in operation for over three decades and continue to thrive, even through periods of low tourist activity.
However, the cooperative has seen its membership drop significantly from 34 to 10 members following the COVID-19 pandemic. Nata emphasized that while marketing is not an issue, improving the quality of their offerings is essential to attract returning visitors. “We are trying to standardize and upscale the quality so that we can have returns and returns in our guests,” he stated.
Deputy Prime Minister and Tourism Minister Viliame Gavoka acknowledged the challenges posed by unlicensed homestays, which have become competition for cooperative members. He assured that the Ministry is working to license and regulate these homestays to create a more structured environment for all tourism operators.
The Yasawa Islands exemplify community-driven tourism, where family businesses play a vital role in the local economy. The commitment from the government to enhance these grassroots enterprises is crucial for sustainable growth, as seen in previous visits by government officials to support local initiatives.
This situation reflects the resilience of local entrepreneurs who are not only building their businesses but also contributing to the broader economic landscape of Fiji. With increased support and the focus on improving quality, there is hope for a revitalized future for tourism in the Yasawa Islands, reaffirming the importance of community and sustainability in this sector.
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