Agritourism could create new opportunities for Fiji, says Tourism Fiji

Tourism Fiji is looking beyond traditional holiday experiences by strengthening links between tourism, agriculture and local industries to create new economic opportunities.

Chief executive officer Dr Paresh Pant said tourism, Fiji's largest income earner, had the potential to support sectors such as agriculture, manufacturing and cultural preservation through closer collaboration.

He said concepts such as agritourism and farm-to-fork experiences had been successful in the Caribbean and parts of Africa and could be adapted for Fiji.

“There are examples in the Caribbean and parts of Africa where farm-to-fork concepts have been very successful. They have also incorporated cane fields into visitor experiences, but that requires a meeting of minds, not just Tourism Fiji, but other key stakeholders who recognise tourism can help revive culture and traditional methods,” Mr Pant said.

He said tourism had evolved beyond sightseeing, with visitors increasingly seeking authentic cultural experiences and traditional knowledge.

“There is growing interest in learning traditional ways of doing things and traditional medicine. When you look at agriculture, value-added manufacturing and production, and connect that with tourism, there are many opportunities.”

Mr Pant said local businesses had already demonstrated how tourism could support home-grown products.

“I think Pure Fiji was one of the companies that pioneered that approach, and now you see other brands such as Nama Fiji in the beauty and wellness space.

“If we continue to bring these ideas to the forefront, the possibilities are endless.”

Mr Pant said Tourism Fiji would continue working with government agencies, industry partners and communities to develop visitor experiences that not only attracted tourists but also created wider economic and cultural benefits for Fiji.