Deputy Prime Minister and Minister for Tourism and Civil Aviation, Viliame Gavoka, is leading Fiji’s representation at the prestigious ITB Berlin exhibition in Germany, where over 180 countries gather to promote their tourism sectors. Joined by Dr. Paresh Pant, Chief Executive of Tourism Fiji, the delegation is leveraging this platform to build partnerships designed to increase Fiji’s visibility in international markets.
The ITB Berlin is renowned as the premier global tourism trade event, allowing Fiji to engage directly with key European tour operators, aviation partners, wholesalers, and investors. This is crucial for Fiji, as tourism accounts for approximately 40 percent of the nation’s Gross Domestic Product. Gavoka underscores the significance of maintaining a strong presence at such influential events, particularly as the industry adapts to evolving sustainability practices and changing traveler expectations.
Fiji is placing a spotlight on Europe as a high-value market, with projections indicating that the region will contribute 4.7 percent of total visitor arrivals by 2025, driven by significant interest from Continental Europe and the United Kingdom. Gavoka’s participation at the ITB underscores the government’s commitment to improving air connectivity and endorsing a tourism model that is both high-value and sustainable, in line with Fiji’s National Sustainable Tourism Framework.
Notably, Fiji is also showcasing alongside other Pacific Island nations, highlighting the vital role of tourism in building economic resilience and climate adaptability within Small Island Developing States. In a recent positive development, Gavoka announced that Fiji has been removed from the European Union’s list of non-cooperative jurisdictions for tax purposes, a move expected to enhance the country’s attractiveness as a tourism and investment destination.
Throughout the ITB Berlin event, Fiji will be honored for its excellence in tourism destination management and governance at a ceremony hosted by the Pacific Area Travel Writers Association. This recognition not only celebrates Fiji’s accomplishments in the tourism field but also elevates its profile internationally, paving the way for a promising future for the nation’s tourism industry.