As Tourism Super Week 2025 entered into its third day, the Government of Fiji made a resounding commitment to shaping the future of the nation’s most vital industry, with the Permanent Secretary for the Ministry of Tourism and Civil Aviation, Ms. Salaseini Daunabuna, declaring the Fiji National Sustainable Tourism Framework (NSTF) as the cornerstone of the nation’s tourism advancement.
In her address, PS Daunabuna positioned the 10-year strategy (2024–2034) as the definitive roadmap for Fiji’s tourism sector, ensuring that growth remains inclusive, environmentally responsible, and culturally anchored.
"This framework is not merely a set of guidelines—it is the foundation upon which Fiji will build a tourism industry that benefits all Fijians, today and for decades to come," she asserted.
A Strategic Blueprint for the Future
Running into its second year, Tourism Super Week has quickly become Fiji’s premier platform for industry innovation and policy direction. This year’s discussions have taken on heightened significance with the adoption of the NSTF, which PS Daunabuna emphasised was the result of unprecedented collaboration between government agencies, the private sector, and international partners like the International Finance Corporation (IFC).
With tourism driving 40% of Fiji’s GDP, the framework’s focus on resilient growth, environmental stewardship, market expansion, and climate adaptation signals a deliberate shift from recovery to long-term sustainability.
"We are moving beyond post-pandemic stabilization," she said.
"Our goal is to future-proof the sector, ensuring that every dollar spent by visitors also preserves our oceans, uplifts our communities, and celebrates our culture."
Key Focus Areas
Central to the NSTF’s implementation is empowering local communities through MSME development and skills training, alongside stringent environmental safeguards such as coral reef restoration and eco-certification for resorts. PS Daunabuna also highlighted Fiji’s push to attract high-value travellers from new markets while reinforcing traditional source regions through improved air connectivity.
Crucially, the framework embeds indigenous values—such as veilomani (respect) and veisolisoli (reciprocity)—into tourism operations, ensuring that Fijian identity remains at the heart of the visitor experience.
A Call to Action
Closing her introduction of the NSTF, PS Daunabuna urged stakeholders to align with the NSTF’s vision: "The government is leading this charge, but success depends on every resort owner, tour operator, and community leader embracing these principles. Together, we can ensure Tourism Super Week is not just an event, but a turning point for Fiji’s sustainable tourism legacy."
The announcement sets the stage for further dialogues during Tourism Super Week, with industry leaders now tasked to translate the NSTF’s ambitious targets into tangible outcomes.