On August 22, 1994, a resort owned by the President and the late Tui Nayau Ratu Sir Kamisese Mara began operations on Vanuabalavu. The following day, Tourism Minister Harold Powell, while officially opening the Lomaloma Resort, remarked that it provided tourists with a unique chance to explore a remote and mysterious part of Fiji.
Powell emphasized the historical significance of the Lau Group’s northeastern region, where Vanuabalavu is situated. He highlighted that in the 1800s, Vanuabalavu was a bustling port of entry, rivaling the then-capital of Fiji, Levuka. It was also the power base of Tongan warlord Ma’afu, who established Lau as his domain.
“From a tourism perspective, Vanuabalavu is an attractive addition to our internal tourism destinations, as we constantly aim to diversify and expand our tourist attractions,” Powell stated. He noted that tourism was Fiji’s fastest-growing industry, having expanded by 23.4 percent between 1990 and 1993, contributing 24 percent to Fiji’s Domestic Product and earning over $363 million in the previous year. The industry provides direct and indirect employment to about 40,000 people, approximately 16 percent of Fiji’s total labor force, and is the largest employer of Fijians. Indigenous landowners benefit from an estimated $1.4 million annually through tourism leases.
Powell underlined the government’s commitment to growing and diversifying the tourism industry, mentioning the establishment of an eco-tourism unit within his ministry. This unit focuses on developing, facilitating, and promoting rural tourism destinations with natural, adventure, and cultural attractions.
Recently, the government has been considering proposals to expand rural and interior tourism through the creation of national parks and historic sites. “The establishment of the Lomaloma Resort is therefore most timely,” Powell said.
The resort, managed by Lynette Mercer, formerly of Namale Plantation in Savusavu, consists of six Tongan-styled huts in pristine surroundings. Activities at the resort include sunset cruising, hot water springs, native treks, village tours, nightly entertainment, private beach picnics, snorkeling, fish diving, windsurfing, and rowing.
Powell highlighted the importance of effective marketing for any successful resort. Lomaloma Resort has partnered with Ansett, a leading Australian airline, for its regional and international marketing efforts. Ansett has established two offices in Fiji—in Nadi and Suva—and its sub-agents, Global Air Services, in conjunction with Sun Tours Fiji, will coordinate the marketing strategy for Lomaloma.
The government views tourism as the industry of the future and plans to encourage its continued growth. Powell’s ministry aims to increase the marketing and promotion budget of the Fiji Visitors Bureau and allocate funds to further develop eco-tourism in Fiji. The expectation is that tourism, having the greatest potential for expansion, can provide employment opportunities for many young people entering the labor force each year.