The Tourism industry in Fiji is growing at a rate that it never before had experienced. At the end of 2005, the industry’s hotel investment for the year alone under the Hotel Aid Act (HAA) was approximately F$29,975,778.05. This figure indicates the confidence by foreign investors to draw investments rapidly into the island particularly for this dynamic industry. These investments have been further boosted with assistance granted by the Government known as Investment Allowance which for last year alone totaled to approximately F$16,486,677.84.

The presence of internationally renowned hotel brand names in the island has boosted the image of the industry tremendously as this again indicates the interest from the international markets in investing into an island like ours. Internationally renowned hotel brand names that have undertaken development and investment in the island include the Hilton, Marriot, Sofitel, Novotel, Mercure and Trendwest to name a few.

Given the economic, political, social, environmental and cultural conditions of the country, visitor arrivals continue to skyrocket with numbers increasing from 500,280 in 2004 to approximately 525,000 in 2005 with its concurrent foreign earnings elevating from F$713,300 in 2004 to about F$800,000 in 2005. This again depicts the reputation of the island in fostering satisfaction through its services and the environment for its visitors. Statistics show that even countries like China; well known for its mass population recorded a substantial number of arrivals totaling to about 46,404,000 with India having about 2,726,000 irrespective of their environmental, political, economic and social conditions.

The country experienced tremendous growth for 2005 from its major markets; Australia having recorded the highest with about 286,474 visitors, NZ , USA, Cont. Europe and others with visit reasons including those that came in for Holidays, Business, Visiting friends/relatives, Official Conference Education/Training and others.
As reported by Airports Fiji Ltd, through its flight schedules and record, arrivals into the country for the month of December alone totaled to about 57,778 of which around 70% were visitors into the country. Statistics for the year 2005 included the number of rooms which totaled to around 6,521, Room night capacity was around 586,039 and Number of beds was recorded to be approximately 15,599. Bed Night Capacity was recorded to have been approximately 1,436,658 with 335,197 being sold. As recorded by the Bureau of Statistics, the Room Night Occupancy was approximately 57.2% with its relating Bed Night Occupancy of around 50%.

However, with this rapid influx in tourist arrivals, the industry and its key players are also very mindful of the sustainability of the environment particularly the environment’s carrying capacity for such a growing demand. With regards to this, the Ministry of Tourism is now committed in carrying out Environmental Impact Studies in tourism concentrated regions to determine the viability of the area in meeting the demand of its clients which may also pave way for future developments. These impact studies together with the Strategic Environmental Assessment will enable the country to undertake a proactive approach in the preservation and conservation of its environment and control the types and scale of development. These will definitely ensure the provision of a safe haven for its tourists in terms of quality and consistency.

Environmental studies are also very vital to determine the carrying capacity of the area for future tourism influx, ensure that hygiene and sanitation practices are being undertaken in the community and that the environment is sustainable enough for further development. In addition to the environmental aspect, the industry is also focused on the promotion of active and meaningful participation of Resource Owners as a mean of spreading the benefits and enhancing the stability of the operations when resource owners are involved in decision making. These has also improved the social and cultural condition of the industry as locals have been able to improve their standard of living and as a form of entertainment for the tourists, cultural authenticity has also been tremendously maintained and promoted.

In addition to Volume, the industry is now focused on Yield as this will ensure the long term stability of the industry as well as satisfying our clients (tourists) whom we depend on. In addition to the islands’ activities and attractions, people’s attitudes and practices are also very crucial as this illustrates the islands (country’s) way of life and are the ones who interact tremendously with our visitors.
Given such a reputation, it is no doubt that Fiji’s tourism industry is and will continue to experience growth provided efficiency and effectiveness of services is being consistently provided to enhance its long term stability.