Tourism is one of the world’s fastest-growing industries and an important source of foreign exchange and employment, while being closely linked to the social, economic, and environmental well-being of many countries, especially developing countries. In the 2030 Agenda for Sustainable Development SDG target 8.9, aims to “by 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”. The importance of sustainable tourism is also highlighted in SDG target 12.b. which aims to “develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products”. Tourism is also identified as one of the tools to “by 2030, increase the economic benefits to Small Island developing States and least developed countries” as comprised in SDG target 14.7.
The Island country of Fiji is an active voice globally for climate change and ocean resource management and as such is committed to establishing sustainable tourism practices. Tourism has become a crucial component of the Fijian economy, significantly influencing its society, culture, and environment. Over the past three decades, the number of tourist arrivals has surged from around 300,000 in 1993 to a projected 930,165 in 2023. Provisional data shows that from January to October 2023, about 772,172 visitors travelled to Fiji. However, these arrival figures do not fully capture the sector’s impact on Fijian society. In 2019, when Fiji welcomed 894,389 tourists, the industry employed an estimated 34.5 percent of the formal workforce, totalling 62,277 employees. It directly contributed over FJD500 million to tax revenue, accounting for approximately 18 percent of the government’s total tax income and generated over FJD2 billion in foreign exchange earnings. By 2023, the tourism sector had rebounded to pre-COVID earnings levels with higher per capita spending, and its annual value is estimated at FJD3 billion. Given the importance of the tourism sector to the nation and the dependency on it, it is critical that its future must be sustainable.
In line with these commitments, Fiji has formulated the country’s National Sustainable Tourism Framework (NSTF) 2024- 2033. It outlines the overarching vision for transforming the Fijian tourism sector to ensure a sustainable future that has the economic and social well-being of the country’s people, ocean, environment, and culture at its heart. It lays out a clear policy direction, with this high-level framework accompanied by an initial three-year Action Plan (2024-2027).
NSTF identifies 4 goals and a related list of priorities with each goal. Goal 1 is creating a prosperous visitor economy. The priorities associated with this goal are creating an enabling policy environment and regulatory coherence nurturing sustainable investments and creating a competitive destination with diverse experiences. Goal 2 is titled ‘Thriving and Inclusive Communities’. NSTF recognises that tourism empowers the development and well-being of the local communities. The three priorities associated with this goal are placing community empowerment and social inclusion at the centre of tourism planning, growing experiential and culturally responsible tourism that supports tourism dispersal and making tourism a pathway of choice via rewarding employment and entrepreneurship.
Goal 3 is titled ‘Visible and Valued Cultures’ in recognition of the fact that tourism amplifies and promotes culture and heritage. The two related priorities with this goal are the protection and promotion of the diverse cultures and traditions of Fiji and enabling prosperous and creative industries. Goal 4 of NSTF is titled ‘Healthy Islands and Oceans’. NSTF recognises that tourism accelerates climate action, protects the ecosystem and supports resilience. The two priority areas associated with this goal are strengthening the protection of Fiji’s islands, coastal and ocean ecosystems and building resilience to climate change and transitioning to a low-carbon sector.
The Fiji NSTF thus recognises the importance of tourism towards contributing to the achievement of the Sustainable Development Goals.
