The Tanoa Hotel Group is intensifying its efforts to tap into the burgeoning sports tourism market as part of a strategic initiative to diversify its presence in Fiji and the surrounding region.
In an interview with Fiji One News, Narend Kumar, the Area General Manager for Tanoa Hotels in Fiji, outlined the group’s commitment to expanding its customer base beyond traditional hospitality sectors. “We don’t focus on one or two segments — we have a variety of segments in the basket,” he stated, identifying leisure and corporate travelers as core markets alongside conferencing and sports.
Integral to this strategy is Tanoa’s newly forged partnership with the Fijian Drua rugby franchise, which highlights the company’s dedication to aligning itself with prominent local sports. “We have ventured into sports; as you know, we have partnered with the Fijian Drua, and sporting for us is key,” Kumar expressed.
The group is actively working on establishing dedicated sports tourism infrastructure, with plans to develop a rugby field at Tanoa International. This facility aims to serve as a training hub for both professional teams and visiting athletes. “We are trying to do a rugby field in Tanoa International where we would like to attract all teams to come and train,” he added.
Kumar noted that this investment comes at a time when Fiji’s rugby scene is garnering increased international attention, especially with the growing fandom surrounding the Drua. This presents a unique opportunity for Tanoa, as more people from abroad become interested in Fijian rugby culture. “If you look at it, Tanoa is a small locally owned brand and has grown wider,” he remarked, emphasizing the potential for Tanoa to reach new markets.
The group views sports tourism not only as a profitable venture but also as a means to elevate a domestic hospitality brand to compete on a global scale, leveraging Fiji’s renowned passion for rugby. Tanoa’s evolving business strategy mirrors a broader trend in Fiji’s tourism sector, where sports, leisure, and business travel are becoming increasingly interconnected, and local hotel groups are stepping up to compete effectively on the regional stage.
This proactive approach by Tanoa Hotel Group not only signifies a commitment to enhancing tourism but also encapsulates a hopeful narrative for the hospitality industry in Fiji, as it adapts and grows amid evolving market dynamics.