Tourism Fiji’s Bold Move to Boost Northern Islands – Vanua Levu and Taveuni Set to Shine in 2025!

Published on December 5, 2025

Tourism Fiji, the national tourism body, has made significant strides in strengthening its collaboration with tourism operators in Vanua Levu and Taveuni. This initiative is part of an ongoing effort to improve tourism outcomes in these regions, ensuring they align with Fiji’s broader tourism objectives. The key to this development lies in fostering meaningful dialogues between stakeholders and building a robust platform for discussing the future of tourism in these areas.

Open Discussions for Enhanced Tourism Outcomes

The primary focus of this engagement was to provide a space for open discussion on the various opportunities, challenges, and strategies to improve tourism outcomes in Vanua Levu and Taveuni. Dr. Paresh Pant, the CEO of Tourism Fiji, emphasized the importance of such consultations in strengthening the ties between the tourism operators and the national tourism body. These discussions are crucial for identifying pathways to create sustainable and inclusive tourism experiences for both visitors and local communities.

The consultation session, described as a talanoa (a traditional Fijian dialogue), was not just a meeting but a significant step toward better integrating the interests of tourism operators in the Northern tourism corridor, particularly in Labasa, Savusavu, and Taveuni. It provided a space for participants to share their experiences, address the unique challenges faced by operators in these regions, and explore ways to foster stronger partnerships.

Collaboration with Traditional Leaders

The event was further enriched by the participation of prominent traditional leaders from the region, including Ratu Jone Saumaibulu Maivalili (Tui Wailevu), Sepesa Tavanavanua (Taukei Nacibaciba), and Ratu Jope Tuitoga (Tui Nawadra). Their involvement underscored the critical role that traditional vanua (customary lands) partnerships play in shaping the future of tourism. These leaders have an essential role in guiding the development of tourism initiatives that respect and integrate local culture, customs, and environmental considerations.

By including traditional leaders in the conversation, Tourism Fiji reaffirmed its commitment to respecting and incorporating the values and perspectives of local communities. These partnerships are integral to ensuring that the growth of tourism in Vanua Levu and Taveuni benefits everyone, from the local population to the visitors exploring the region.

Emphasizing the Authenticity of the Northern Regions

The Northern regions of Fiji, particularly Vanua Levu and Taveuni, offer some of the most authentic tourism experiences in the country. Dr. Pant highlighted the importance of integrating the natural beauty and cultural heritage of these regions with the accommodation and tourism products available to travelers. By aligning these authentic experiences with the region’s offerings, a more meaningful connection can be made between visitors and local communities.

It was noted that the tourism experience in these regions is distinct, with an emphasis on nature-based tourism, wellness retreats, and adventure travel. These elements are key attractions for visitors looking for something more than traditional resort holidays. Enhancing the quality and accessibility of these experiences will not only benefit tourists but also create long-lasting economic opportunities for local businesses.

Training for International Travel Agents: The Fiji Matai 3.0 Program

Dr. Pant also introduced the upcoming Fiji Matai 3.0 training program, a significant initiative aimed at connecting international travel agents with tourism products from the Northern regions. This program is designed to improve the visibility of Vanua Levu and Taveuni in international markets by providing global sellers with the tools and knowledge needed to promote these regions effectively.

By strengthening these global connections, Tourism Fiji aims to attract higher-value visitors who are likely to stay longer and contribute more to the local economy. This initiative is seen as a step towards diversifying the visitor profile, ensuring that the tourism sector is not only growing but doing so sustainably and equitably for the entire community.

Positive Feedback from Operators

Several tourism operators from the region shared their thoughts on the consultation, highlighting the positive impact it had on their operations. Jenny Bourke, from Nukubati, remarked that the consultation marked a shift in how Vanua Levu is positioned in the tourism landscape. She pointed out that the region’s focus on sustainability, authentic gastronomy, and nature-based experiences had become central to its appeal. This approach, she noted, helps Vanua Levu stand out as a destination that offers unique and enriching experiences to visitors.

Sharon Wild, the General Manager and Owner of Naveria Heights Lodge, echoed these sentiments, noting that direct engagement with Tourism Fiji’s board instilled confidence among Northern operators. She believed that the strengths of the region in adventure, wellness, and nature tourism would play an essential role in Fiji’s broader tourism vision, ensuring that these areas remain integral to the country’s tourism strategy.

Aubrey Whippy, the Manager of Daku Resort, emphasized that the session provided an invaluable opportunity for operators to discuss their challenges and explore ways to enhance collaboration. As the Na Vualiku program continues to unfold, the feedback and insights gathered during this meeting will be crucial in shaping the future of tourism in the region.

Tourism Fiji’s Commitment to the Northern Regions

Tourism Fiji remains committed to elevating the profile of Vanua Levu and Taveuni. The agency recognizes that these regions are vital to Fiji’s tourism narrative and will continue to support initiatives that enhance the sustainability and appeal of these destinations. The insights gathered from the industry consultation will be incorporated into Tourism Fiji’s marketing strategy for 2025, ensuring that the voices of local operators are heard and acted upon.

By fostering stronger partnerships, embracing community-driven tourism models, and promoting authentic experiences, Tourism Fiji aims to create a vibrant and sustainable tourism sector in Vanua Levu and Taveuni. The commitment to these regions is not only about increasing tourism numbers but also about ensuring that the benefits of tourism reach the local communities in meaningful ways.

In conclusion, Tourism Fiji’s efforts in strengthening ties with tourism operators in Vanua Levu and Taveuni are a step toward more sustainable, community-driven tourism. The inclusion of local leaders, direct consultation with operators, and targeted initiatives like the Fiji Matai 3.0 program all contribute to a tourism strategy that is both forward-thinking and rooted in the values of authenticity, sustainability, and collaboration.