News

Tourism Fiji recently launched their new Corporate Plan 2024-2027, developed with support from PSDI. The plan builds upon the success of Fiji’s post-COVID tourism recovery while embracing new opportunities for sustainable economic growth. 

The plan provides a strategic roadmap to sustainably grow tourism demand, facilitate responsible destination and experience development, and support job creation and business opportunities for Fijians. 

Tourism Fiji’s chief executive officer, Mr. Brent Hill, shared that the plan was developed in collaboration with industry representatives and government stakeholders. He said, “this refreshed Corporate Plan sets out our goal, our priorities, and the metrics by which we will measure our progress through to December 2027.”

The plan adopts six key priorities to achieve Tourism Fiji’s ambitious goals: (i) grow demand sustainability, (ii) strengthen and promote Fiji’s global brand, (iii) facilitate responsible destination and experience development, (iv) elevate awareness and understanding about the value of tourism, (v) champion awareness and capability for sustainable tourism, (vi) build an efficient, high-performing and innovative team. To ensure effectiveness, the plan includes performance indicators to monitor progress and outcomes. 

“Strategic tourism plans are vital tools for addressing key challenges and unlocking opportunities for private sector partnership and involvement in the sector,” said Ms. Jennifer Bartlett, PSDI’s Sustainable Tourism Acting Team Lead. “The plan’s performance indicators are important for data-driven decision-making to enhance inclusivity and sustainability in the tourism sector.”

The plan aligns with Fiji’s broader vision of becoming a high-income, inclusive, and advanced nation, delivering a better quality of life by 2050.