The hype’s still there. People are still talking about the Homecoming Concert. They are still talking about the excitement, the joy and the music!
In fact, the dust has barely settled from the roar of that event, yet the numbers are speaking volumes of its impact!
Businesses in Nadi and Lautoka reported brisk trade, hotels were filled, restaurants were buzzing, and Rosie Holidays alone clocked $1.5 million from the three-day event.
The Jetset Town was alive, and we were reminded of something important. When world-class entertainment comes to our shores, everybody wins!
Tourism Minister Viliame Gavoka was quick to point out that we have the capacity to host international events, and he is right. The success of the Homecoming Concert is undeniable. It was big last year when the late George Fiji Veikoso planned it and brought it home! This year, thousands of people converged on Nadi to witness some of the world’s top artists perform live on stage!
In saying that though, we feel we must go further than celebrating a single event. We must ask a more pressing question. How do we make such successes a regular part of our national calendar? If we want top-notch artists, global entertainment groups, and headline acts to see Fiji as a must-visit destination, then we need to do more than wait for opportunities to land on our laps.
We must create an environment that makes coming here attractive, seamless, and rewarding for entertainers and their teams. That begins with incentives. The Government must take the lead in putting in place policies that make Fiji stand out. Artists touring the globe have choices. We are talking about big cities, established venues, well-oiled logistics operations. Why should they choose Fiji?
Because we can offer something different, but only if we are prepared to make it worthwhile. So shouldn’t we be talking about tax concessions on imported sound and stage equipment, streamlined customs clearance, and reduced bureaucratic hurdles? Could this tip the balance in our favour?
Infrastructure also matters. No major artist wants to commit to a venue that cannot accommodate their sound, their staging, or their fans. Nor do they want to worry about what happens if a medical emergency arises. If we are serious, then we must ensure that our venues, our support systems, and our medical facilities can meet international expectations. This is about professionalism.
At the same time, we must lean into our natural strengths. The Fiji brand is already a powerhouse in global tourism.
Our beaches, our sunsets, our reefs. They sell themselves.
Let’s face it though, what sets us apart is something deeper and it is the warmth and friendliness of our people. International artists are also human beings who may crave genuine experiences. We can offer them more than a stage. We can offer them a story, a memory, and an experience they will carry with them long after the curtain falls.
Competing destinations in the region are already chasing this lucrative market. So we must move with urgency, with vision, and with conviction. The rewards of getting this right are great. Every concert, every festival, every international performance is an economic engine. It is hotel rooms filled, taxis busy, restaurants humming, and vendors thriving. It is international headlines, social media buzz, and marketing mileage that money alone cannot buy.
It is Fiji showcased to the world as not just a holiday paradise, but a stage worthy of global attention.
The Homecoming Concert was proof of concept. Now, the challenge is to scale it up! So let’s deliberately, strategically, and aggressively position our country as a global entertainment destination. Let’s organise those incentives, and let’s consider smarter planning, and better infrastructure.
When top-level entertainers come here, the nation benefits. It is good for business, great for tourism, and priceless for our global image!
