13/09/2026
🗣️ Interview with Hon. Bill Gavoka, Deputy Prime Minister & Minister for Tourism & Civil Aviation of Fiji, for an upcoming Los Angeles Times report on Fiji 🇫🇯
🌏 Strategic Vision: After a swift post-COVID recovery that exceeded 2019 arrival numbers within a year, Fiji is now focused on quality and sustainability. With tourism driving over 40% of GDP, the immediate priority is closing the gap between strong airline capacity and room availability, around 4,000 new rooms are being built, backed by some of the best developer incentives anywhere.
🗺️ Spreading the Benefits: Today ~80% of tourism sits in just two of Fiji's 14 provinces. Under its sustainable tourism framework, the government is expanding across the archipelago's 330 islands, including a 10-year, ~US$200 million World Bank initiative to open up Vanua Levu.
🌺 A True Point of Difference: "Where Happiness Comes Naturally" tells the whole Fijian story. Culture isn't confined to a centre, it's lived daily in every village, rooted in tradition and the principle of sharing. As Halle Berry observed on a recent visit: the happiness isn't manufactured, it's authentic.
🏘️ Community Tourism: Alongside ~20 ultra-high-end properties like Kokomo Private Island Fijiand Laucala Island and a deep mix of five- to three-star resorts, village stays and community tourism are taking off, channelling benefits directly to rural communities and holding people in their home environments.
🇺🇸 US Market: America is now Fiji's third-largest source market, with June marking the highest number of American visitors in history. California is a major market, and Fiji is increasingly a family destination for US travellers.
✈️ Open Skies: An open-skies agreement lets any US carrier fly into Fiji and Fiji Airways serve any US port, a huge advantage. Current links include San Francisco, Los Angeles and Honolulu, with Fiji the natural gateway to the wider Pacific.
🐠 Protecting Nature: Government and traditional fishing-rights owners are establishing marine protected areas across the islands, allowing reefs to regenerate remarkably quickly, and creating new eco-tourism opportunities around healthy reefs.
🤝 Regional Leadership: As the hub of the Pacific, home to universities, global organisations and the Pacific Tourism Organisation, Fiji champions multi-destination travel and supports neighbours' aviation, even offering to operate airlines on their behalf.
💬 Final Message: "The experience starts the moment you board Fiji Airways. Fiji is another world, comfortable, peaceful and good for the senses. From a high-pressure life in California, you come here and time slows right down. People arrive for a couple of days and end up extending, because it's very hard to find what you have in Fiji anywhere else."
Ministry of Tourism and Civil Aviation
1. How are you reshaping Fiji’s tourism strategy to prioritize quality and sustainability, and what does success now look like for the country?