Global tourism is experiencing a period of stabilization following a post-COVID surge, and it is vital for Fiji to adapt through data-driven decision-making, collaboration, and innovation, according to Dr. Paresh Pant, the Chief Executive Officer of Tourism Fiji. In a recent interview with Islands Business, Dr. Pant noted that destinations around the world are finding their footing in a more familiar tourism cycle after the rapid recovery from the pandemic.
This transition, he explained, is a normal evolution rather than a cause for alarm. Instead, it presents an opportunity for Fiji to strategically plan and solidify its tourism sector for long-term sustainability. He acknowledged that tourism inherently goes through cycles of peaks and troughs, and the true challenge lies in how destinations like Fiji respond to these fluctuations.
Dr. Pant emphasized the importance of proactive engagement through the strategic use of data and strong partnerships within the industry. He encouraged collaborative dialogue, or “talanoa,” suggesting that solutions must emerge from a mutual understanding rather than from a top-down approach. “Once we understand each other’s realities, we can agree on solutions that benefit all parties and ultimately benefit Fiji,” he added, underscoring the necessity of shared understanding to bolster the tourism sector.
At the recent tourism convention, Dr. Pant also highlighted the increasing significance of artificial intelligence (AI) in tourism marketing and planning. He indicated that while technology can improve connectivity and insights into traveler behaviors, it should be embraced as a supportive tool rather than the sole resource. “We must be on the front foot to embrace it, test it and apply it,” he stated, reinforcing that AI should be incorporated wisely to inform better decision-making.
Reflecting on his role as CEO in his first tourism convention, he noted the industry’s evolution over time, with a marked increase in community-based tourism operators. He emphasized that Tourism Fiji stands for inclusivity: tourism for everyone. Pant envisions a tourism landscape where Fijians are not merely 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 affirmed.
He stressed the importance of diversifying tourism experiences beyond traditional hotspots and highlighted regions like Taveuni that offer unique opportunities for balanced development. As part of Tourism Fiji’s strategic plans, Dr. Pant mentioned the organization’s focus on deeper stakeholder engagement via regional talanoa sessions across the country to ensure that decisions reflect local needs and dynamics.
Furthermore, he disclosed plans to revamp Tourism Fiji’s organizational structure to enhance connections between international markets and local regions. A renewed focus on key areas such as market presence, product value, authenticity, and cultural experience is also underway.
Dr. Pant reinforced the notion that establishing solid fundamentals is essential for creating a resilient and inclusive future for tourism in Fiji, where every Fijian can thrive. Through collective efforts and innovative strategies, the tourism sector in Fiji can set a new standard for excellence and sustainability.