News Releases

NADI, FIJI (30 May 2022)—The Pacific Private Sector Development Initiative (PSDI) has teamed up with the Fijian government’s tourism marketing arm, Tourism Fiji, to support the development of its 2022-2024 Corporate Plan and an inclusive, private sector-led Fijian tourism industry.

The Tourism Fiji Corporate Plan, launched today in Denarau Island, sets out Tourism Fiji’s six strategic priorities for the 2 years to 2024, as Fiji bounces back from COVID-19 and associated international border closures.

From left to right: Tourism Fiji chair Andre Viljoen, PSDI Tourism Expert Sara Currie, and Tourism Fiji chief executive Brent Hill.

PSDI supported stakeholder consultations for the Corporate Plan across Government, civil society, and the Fijian tourism sector, and worked with Tourism Fiji to devise targets and priorities.

The Corporate Plan includes Tourism Fiji’s targets for the industry’s contribution to the Fijian economy, overall visitor spend, and tourism industry employment, both direct and indirect. The plan also outlines Tourism Fiji’s efforts to improve diversification of tourism market segments, disperse tourists around the country, and boost the role and benefit for women in tourism.

“We welcomed the opportunity to work with Tourism Fiji to set targets and goals for the 2 years ahead, as Fiji recovers from COVID-19,” PSDI Tourism Expert Sara Currie said. “We look forward to working with Tourism Fiji on the Corporate Plan’s implementation, and seeing Fiji’s tourism sector go from strength to strength.”

Fiji reopened its international borders to tourism—which made up 38% of the Fijian economy before COVID-19, and 36.5% of Fiji’s total employment—in December 2021.

Tourism Fiji chief executive Brent Hill said: “Tourism Fiji has learned a great deal throughout COVID-19 and, as optimism returns, our Corporate Plan will demonstrate how we plan to grow sustainably and re-establish ourselves in the minds of tourists. Forward bookings are strong for 2022, so we believe we’re on the right path.”

PSDI is an Asian Development Bank technical assistance program undertaken in partnership with the Governments of Australia and New Zealand. PSDI supports ADB's 14 Pacific developing member countries to improve the enabling environment for business and to achieve inclusive, private sector-led economic growth.

ADB is committed to achieving a prosperous, inclusive, resilient, and sustainable Asia and the Pacific, while sustaining its efforts to eradicate extreme poverty. Established in 1966, it is owned by 68 members—49 from the region.