The Fijian government has begun releasing Community Tourism grants aimed at bolstering community-led tourism on Vanua Levu, but local operators and association representatives say the money has yet to translate into visible on-the-ground improvements. The grants form part of broader efforts, including the Na Vualiku (The North) project, to bring communities into tourism planning — yet as of April, rollout and coordination remain slow and uneven.
“Local operators express cautious optimism but want tangible progress and clearer communication from the government,” said Lara Vokai, Tourism Association Representative for the Northern Region. Vokai described the grants as a welcome signal of official backing, but stressed that communities and small operators are still waiting to see practical benefits and clearer timelines for implementation. She urged authorities to provide better information about how funding will be allocated and measured.
Infrastructure upgrades are also shaping expectations for growth, particularly the recent completion of Labasa Airport. While the new airport has been welcomed, operators say there is little clear evidence so far that it will automatically bring higher visitor numbers to the north. “Operators note a lack of clear evidence connecting infrastructure improvements directly to tourism growth, yet better roads and connectivity remain top priorities voiced by multiple stakeholders to unlock potential,” Vokai said, reflecting a common refrain among local businesses that airport improvements must be paired with improved access and services to create real change.
Collaboration between established resorts and community-level operators is seen as essential to make the grants and infrastructure effective. Vokai highlighted the importance of partnerships between expat resort owners and local enterprises to develop products that are authentic and market-ready. “Operators are ready to support initiatives but require active partnership and support,” she said, pointing to a need for coordinated marketing, capacity building and clear operating models so communities can capture a sustainable share of tourism revenues.
Northern Fiji’s tourism strategy emphasizes that competitive advantage will come from authenticity, close community relationships and low-impact travel rather than mass-market volume. Vokai said the region’s slower pace and deep local ties enable “personalised service based on deep local relationships” that create memorable experiences and encourage repeat visits. That philosophy is being framed as an antidote to overtourism: local stakeholders want measured, quality-focused growth that protects natural and cultural assets.
Sustainability practices already embedded in many northern enterprises — such as reliance on solar power and local sourcing — are being promoted as a blueprint for environmentally responsible travel. Vokai argued that Northern Fiji’s remote, low-impact tourism model “aligns with growing global demand for eco-friendly travel” and could position the region as a leader in responsible tourism across the Pacific, provided investments reach community operators in a timely way.
The release of community grants and completion of Labasa Airport come against the backdrop of the government’s Integrated Tourism Master Plan unveiled in September 2025, which set out long-term objectives for Vanua Levu. For local stakeholders, the immediate test is not the existence of a plan but the speed and clarity of its execution: whether grant disbursements are followed by targeted training, improved access roads and coordinated marketing will determine if the north can meet its modest growth goals focused on quality and sustainability rather than visitor numbers alone.
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