Tourism is the economic backbone of Fiji, contributing approximately 40% of the country's GDP and serving as a major source of employment. However, for many locals, this thriving industry has long remained largely inaccessible. This has created an imbalanced situation where local communities have not fully benefited from the growth of tourism, hindering their potential for economic empowerment.
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03-31, 2025Social enterprise founder Matelita Katamotu states that the laws and regulations surrounding the industry are structured more for investors than necessarily for local people. She points out that despite tourism being the largest industry, indigenous people lack effective avenues to participate in and drive policy development to better suit their needs, creating a disconnect between policy and local impact.
"Despite tourism being the biggest industry…there isn't an entity or an association for indigenous people to play a role in, to empower, to drive policy that is suitable for indigenous people," she said on the [Sistas Let’s Talk](https://www.abc.net.au/pacific/programs/sistas-lets-talk/sistas-lets-talk-tourism-/104997698) program. "It’s to our detriment…and there’s no platform for indigenous women to be able to share their learnings, to network and to strengthen their position in Fiji. I think that’s the same across the Pacific." This lack of representation limits opportunities for indigenous communities to shape the future of tourism in a way that benefits them directly.
Ms. Katamotu had worked in the tourism and business sectors for years but never started a business in her own village. Three years ago, she founded Domoika Adventures, a social enterprise belonging to the Nadakunibure tribe, located in the province of Namosi, about 1.5 hours from Suva. The idea stemmed from her childhood trips to the village. During the COVID-19 pandemic, the villagers' inability to afford daily meals and necessities prompted her to take action, aiming to address the immediate needs of her community.
She wanted to bring local tourism to the highlands and sat down with her village to pitch her idea. "It was also an opportunity to showcase to the community, to my family, ‘Hey, there are local people that are willing to pay good money to travel, to visit the waterfalls, to eat your local food, to visit the village because there are a lot of Suva residents, those that have always lived in the urban areas, that have never stepped foot into a village’," she said. "So, having the opportunity to create something from their backyard and venturing into tourism as a business to be able to filter that money back into the villagers’ pockets." This initiative not only provides income but also fosters cultural exchange and appreciation.
Locals seized the opportunity, introducing guests to cultural ceremonies, hiking, and waterfalls. "We have produce, we take pre-orders, or we create a market," Ms. Katamotu said. "So, on the day that we have 60 or 70 guests coming into the village, we encourage the villagers to set up a makeshift market. Before they get onto the transport, they take the opportunity to purchase fresh produce before they head back to Suva." This creates a sustainable cycle of economic activity within the village, directly benefiting the residents.
Three years on, she is grateful she took the leap. "One of the biggest challenges in Fijian communities is women don’t sit at the decision-making table. We don’t have a seat at the table to decide on the use of resources. We’re located in the kitchen." "So, one of the first challenges that I had was going back to my parents and saying, ‘Hey, you guys have a real problem. You men can’t think of a creative solution to make money’. I’ve been working in the industry, I can use my knowledge and my network to create a business to filter that money into the community." Her success serves as an inspiration for other women in the community to pursue their own entrepreneurial ventures.
Jenny Leewai Bourke, a director at Nukubati Island Resort in Fiji, has also seen the growth of her business over the past 35 years. Nukubati is a top-end private island resort located near the Great Sea Reef, one of Fiji’s best diving locations and the world’s third-largest barrier reef. Its strategic location enhances its appeal to tourists seeking unique marine experiences.
Jenny grew up in the area and purchased the location with her husband, Peter Bourke. Initially, the couple had no intention of entering the hotel industry, but her seven-room boutique resort has grown into a private luxury resort offering eco-experiences and cultural heritage. "My advice is, don’t just look at it as a tourism business…it’s you doing sustainability. Have your farm, have your food, grow your fruits," she said. This focus on sustainability aligns with the growing demand for responsible and eco-friendly tourism options.
"Because that’s the infrastructure you need to have for tourists to come and stay with you…most people think to go into tourism you have to build a property…but through community tourism, you’re using what you know, your farm." "As indigenous people, we have a connection to our land vanua, and this type of tourism anchors us to our land, directly back to our land, which is a powerful position for us." This connection to the land provides a unique cultural experience for tourists while empowering local communities to preserve their heritage.
