Global tourism is currently undergoing a stabilization phase after a surge following the COVID-19 pandemic. Dr. Paresh Pant, Chief Executive Officer of Tourism Fiji, emphasized the importance of adapting to these changes through data-driven decision-making, collaboration, and innovation. In an interview with Islands Business, Dr. Pant remarked that as destinations worldwide find their footing in a more familiar tourism cycle, Fiji has an opportunity to strategically solidify its tourism sector for long-term sustainability.
He explained that this transition is a normal part of the tourism evolution rather than a cause for concern. Recognizing that the industry naturally experiences cycles of highs and lows, Dr. Pant pointed out that the real challenge lies in how Fiji responds to these fluctuations. Proactive engagement, utilizing data and fostering strong partnerships within the industry, will be vital in navigating these changes.
Emphasizing the importance of collaborative dialogue—referred to as “talanoa”—Dr. Pant suggested that solutions should arise from a shared understanding rather than imposing a top-down approach. He stated, “Once we understand each other’s realities, we can agree on solutions that benefit all parties and ultimately benefit Fiji,” highlighting the need for unity in addressing the challenges faced by the tourism sector.
During a recent tourism convention, Dr. Pant also underscored the growing role of artificial intelligence (AI) in enhancing tourism marketing and planning. He pointed out that while technology can provide valuable insights into traveler behaviors, it should be seen as a supportive tool rather than the only resource. “We must be on the front foot to embrace it, test it, and apply it,” he affirmed, emphasizing the careful integration of AI for informed decision-making.
Reflecting on his inaugural tourism convention as CEO, Dr. Pant noted the industry’s evolution, particularly the rise of community-based tourism operators. He expressed a commitment to inclusivity, envisioning a tourism landscape where Fijians are not just employees but also beneficiaries, owners, and leaders in the industry. “When we say to the world, ‘Fiji – where happiness comes naturally,’ that happiness must also translate to the grassroots,” he stressed.
Additionally, he highlighted the importance of diversifying tourism experiences beyond the traditional hotspots, specifically mentioning areas like Taveuni that hold potential for balanced development. As part of its strategic plan, Tourism Fiji aims to engage deeply with stakeholders through regional talanoa sessions, ensuring that decision-making aligns with local needs and contexts.
Looking ahead, Dr. Pant revealed plans to restructure Tourism Fiji for better connectivity between international markets and local regions. There will be a renewed emphasis on vital areas such as market presence, product value, authenticity, and cultural experience.
Establishing solid fundamentals is crucial for building a resilient and inclusive future for tourism in Fiji, according to Dr. Pant. By fostering collective efforts and innovative strategies, Fiji’s tourism sector can set a new standard for excellence and sustainable development, ultimately allowing every individual in the community to thrive.