Fiji’s economy relies heavily on tourism, which serves as the primary source of foreign exchange and significantly contributes to the nation’s Gross Domestic Product (GDP). In addition to tourism, critical sectors such as services, finance, retail, and light manufacturing—including garments, food and beverage processing, and wood products—also play a significant role in the economy.
Recently, sports have emerged as a vital part of Fiji’s economic framework. The Fijian Drua, a professional rugby team, is leading this change, making a remarkable contribution to the economy and enhancing Fiji’s international stature through sports diplomacy. Shane Hussein, the Head of Commercial and Marketing for the Fijian Drua, revealed that the team contributes an impressive $108 million annually, representing 0.82 percent of Fiji’s GDP. This substantial figure is supported by a detailed report from ANZ, authored by Dr. Kishti Sen, confirming the team’s economic impact through comprehensive surveys.
The impact of sports in Fiji goes beyond rugby. When considering the contributions from Fiji Football, Rugby League, and Rugby Union, the total economic influence of sports could exceed $250 million per year. Hussein underlined that sports diplomacy elevates Fiji’s visibility on the international stage, creating a critical platform for economic and political interactions, with rugby serving as a global ambassador for the nation.
According to Hussein, the reach of rugby and other sports extends to millions of homes worldwide, providing Fiji with substantial exposure that benefits not only the sporting sector but also tourism and trade. He highlighted the importance of financial backing from the Australian government in the establishment of the Drua as a professional team, which reflects and strengthens the strong bilateral ties between Fiji and Australia, positively affecting Fiji’s diplomatic and economic initiatives globally.
The longstanding relationship with Australian businesses dates back to considerable investments in community and sports programs over the years. Historical Australian grants and initiatives have built goodwill that has transformed into vital trade partnerships. Hussein noted that this established trust fosters favorable conditions for Australian exports and collaborative business ventures in Fiji.
Sports are viewed as a unique avenue for maintaining and expanding the relationship between Fiji and Australia, while also providing opportunities to create similar partnerships with other nations, thereby diversifying Fiji’s business networks. This strategic focus not only boosts Fiji’s economic potential but also strengthens its international position, illustrating the transformative impact of sports on both international relations and economic development.