Amelia Simmons has been elected president of the revived Macuata Tourism Association after the group held its first meeting last Saturday in Labasa, marking a fresh push to unite tourism operators, community groups and development partners across the northern province. Simmons said the association’s revival is aimed at unlocking Macuata’s “untapped tourism potential” and building eco-tourism products that deliver sustainable economic benefits for local communities.
“From our pristine coastal areas and beautiful islands to our rich cultural heritage and agricultural landscapes, the North offers many authentic experiences for visitors,” Simmons told members at the meeting. She said the association will act as a single platform for operators and community stakeholders to coordinate product development, marketing and capacity building with the shared goal of creating jobs and boosting local incomes. The group is aiming to grow tourism revenue in the province into the millions of dollars, she added.
A key priority for the association will be promoting eco-tourism and ensuring that development is community-led and environmentally sensitive. Simmons said the organisation intends to work closely with government agencies, tourism bodies, the Ministry of Tourism and development partners — including initiatives supported by the World Bank — to align local initiatives with national strategies and funding opportunities. She also stressed the importance of private-sector collaboration to attract visitors both domestically and internationally.
The association is now inviting tourism operators and stakeholders across Macuata to join as members and to participate in shaping a provincial tourism plan. Simmons said the move is about ensuring the people of Macuata benefit from any tourism growth: supporting small operators, developing local supply chains, and safeguarding cultural and natural assets that underpin visitor experiences.
The formation of the Macuata Tourism Association comes as the Fijian government rolls out measures designed to stimulate tourism investment, including recent extensions of tax incentives for hotel refurbishment and broader efforts to boost marketing and investment into the sector. National-level planning for Vanua Levu — the island on which Macuata is located — has also emphasised sustainable, community-inclusive tourism development, providing a policy backdrop the new association hopes to leverage.
For now, the association’s immediate tasks are member recruitment and forging partnerships that can translate into concrete projects on the ground. Simmons said the group will prioritise initiatives that can be scaled across the province’s coastal villages and islands, and that create direct economic linkages for farmers, artisans and small business owners in Labasa and surrounding districts.
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