When experts talk about trade policy, most people’s eyes glaze over. It sounds like one of those dry, technical things best left to economists and bureaucrats.
But the fact is, the nationwide consultations now underway for Fiji’s new Trade Policy Framework (2026–2035) matter far more than most people realise, especially for tourism, our biggest industry.
Tourism isn’t just big, it’s foundational.
Tourism pumps over $3billion into our economy each year and drives more than 40 per cent of our GDP.
In 2024 alone, 930,000 visitors spent a staggering $3.22billion, according to the Fiji Bureau of Statistics.
These aren’t just impressive figures; they’re the lifeblood of thousands of small businesses, communities, local suppliers and hardworking Fijians who make the magic of our islands possible.
Here’s where it gets real: trade policy directly affects the suppliers who fuel our tourism sector, from food producers and artisans to transport operators and tech providers.
Tariffs, standards, import rules and regional agreements quietly shape what’s available, how competitive we are and how resilient our supply chains can be.
In other words, trade policy isn’t happening in a vacuum; it’s happening in every hotel kitchen, dive shop and market stall across Fiji.
When guests arrive in Fiji, they’re greeted by turquoise waters, world-class resorts and the warmth of our iconic Bula spirit.
But behind every chilled cocktail, crisp linen, Wi-Fi signal and humming dive boat engine lies an intricate, often invisible web of supply chains.
These networks, many powered by our Associate members, create, manufacture, import and distribute the essentials that make the tourism experience seamless and unforgettable.
Trade policy shapes the visitor experience.
If trade rules become barriers by adding cost, complexity or delays, those impacts ripple outward.
Suppliers struggle, operators absorb higher costs and eventually, the visitor feels it too.
Whether it’s the price of a room, the quality of a meal or the reliability of a service, friction in the supply chain affects everyone.
Including you – whether you’re sourcing goods, managing inventory or trying to stay competitive.
When trade policy enables smoother, faster and more affordable movement of goods, everyone wins.
Suppliers thrive, operators deliver excellence, and guests leave with memories worth repeating.
That return visit, that glowing review, that decision to choose Fiji over another Pacific destination?
It’s built on the quiet efficiency of a well-oiled supply chain and the smart policies that keep it running.
The outgoing Trade Policy Framework (2015–2025) recognised this reality.
It prioritised tourism alongside agriculture, manufacturing, audio-visual and ICT, with goals to diversify markets, strengthen local industries and improve customs efficiency.
Much was achieved, but challenges remained.
There are larger issues of import dependency on food, especially fresh produce that could be produced here, that are part of another discussion on how we address our own economic shortcomings.
But other commodities like fuel and manufactured goods, coupled with red tape at the border, all eventually impact the uneven support for local producers who could otherwise substitute imports.
The consultations now underway present a chance not to start from scratch, but to build on what worked, while fixing what didn’t.
Put simply, sourcing locally is almost always easier and often cheaper than importing, unless you are buying in bulk from overseas, usually from China.
Even then, questions of quality often arise.
Local suppliers provide reliable, customised products while creating jobs and keeping money circulating in Fiji.
But they rely on sensible trade rules, tariffs that encourage competitiveness, customs processes that are quick rather than clogged, and standards that protect quality and safety.
Trade policy isn’t some distant, academic exercise.
It’s about whether a supplier can source affordable fertiliser for local farmers, or secure feed for prawn hatcheries that supply fresh seafood to our hotels.
It’s about whether a dive operator can access reliable marine engines and safety-certified equipment, or whether a restaurant can serve fresh, local produce without prices doubling due to import delays or regulatory bottlenecks.
Every link in this chain matters.
When trade rules are clear, efficient and supportive, they unlock growth, affordability, and reliability across the tourism ecosystem.
When they’re restrictive or outdated, they quietly choke the flow, raising costs, shrinking margins and eroding the visitor experience.
While those of us in the sector see the risks clearly, many others may not.
The International Monetary Fund reported that Fiji’s economy grew by approximately 8 per cent in 2023, driven largely by the rebound in tourism.
But with that growth came exposure.
Our import profile remains heavily tilted toward food, fuel, and manufactured goods, making us acutely vulnerable to global price shocks and supply disruptions.
Already, the cracks are showing.
Retail trade has slipped by 2.2 per cent since late 2023, a signal that rising costs are beginning to bite.
And when imports become more expensive or harder to access, the ripple effects hit every corner of the economy, from the price of groceries to the cost of doing business.
This is where trade policy becomes a strategic lever.
By supporting local industries to replace imports where feasible, or add value to imported goods, we reduce exposure and build resilience.
At the same time, streamlining the importation of what we can’t produce ensures continuity and competitiveness.
The benefits go far beyond tourism.
Smarter trade rules can unlock development in other critical sectors, from energy and waste management to water purification and infrastructure.
These are not abstract ambitions; they’re the very systems we need to scale sustainably and meet the demands of a growing economy.
Around the world, trade frameworks are evolving to reflect a new reality: sustainability is now central to competitiveness. Today’s travellers aren’t just seeking paradise, they’re seeking purpose.
They want holidays with integrity: eco-packaging, locally crafted furnishings, reef-safe products and food that support nearby farms and communities.
Credibility matters, and it’s shaping how destinations are chosen.
Our previous Trade Policy Framework acknowledged this shift. But the new one must go further, especially as geopolitical tensions and climate pressures reshape global supply chains.
Smart trade policy can actively nurture local production, incentivise sustainable practices, and certify standards that meet the expectations of conscious consumers.
This is more than branding – it’s a strategic opportunity.
By aligning trade with sustainability, Fiji can position itself as a responsible, resilient destination that delivers not only beauty, but values.
That’s the kind of tourism that lasts. And it’s the future we’re building toward.
As Fiji prepares for the next set of tourism milestones through 3000 more rooms, deeper forays into community-based experiences or adventures, and expansion into the North, we should be asking ourselves what kind of supply chain story we want to tell.
Are we the destination where local suppliers thrive and add value to the visitor experience, or one that leans too heavily on global supply chains, vulnerable to every external shock?
The Trade Policy Framework won’t decide the future of tourism on its own.
But it will set the rules of the game for the next decade when thoughtfully designed and strategically implemented to be a powerful catalyst for improving lives; rules that determine how suppliers operate, how affordable goods remain and how credible Fiji is when it claims authenticity and sustainability.
The future of tourism is linked to trade.
Get the policy right, and suppliers thrive, operators excel and our visitors keep coming back.
Get it wrong, and the invisible supply chain risks become our weakest link.
This is our moment to shape a policy that doesn’t just support tourism, it strengthens the entire ecosystem that makes it possible.
Because when trade flows smoothly, so does the visitor experience.
And when that experience is seamless, Fiji doesn’t just welcome guests, we win their loyalty.