A landowning unit from Viseisei, Vuda, is taking a bigger stake in Fiji’s tourism economy with the launch of a new tourist transfer company, turning a vision born during the uncertainty of COVID-19 into a commercial venture.
Optimist Company Pte Fiji Ltd, trading as Optimist Tours and Transfers Fiji, was launched on September 25 by the family of the late Tui Vuda, Ratu Eparama Kitione Tavaiqia, led by his wife, Senitiki Nava Tavaiqia.
The company represents a growing push for iTaukei landowners to move beyond simply providing access to tourism resources and to participate directly in the businesses that serve the industry.
For the Tavaiqia family, the venture began during one of the most difficult periods for Fiji’s tourism sector.
“When COVID-19 came to our shores, the world stood still, the tourism industry became quiet, the roads became quiet and the airports became quieter,” Mrs Tavaiqia said at the launch in Viseisei.
“Like many others we were worried about tomorrow but sometimes necessity gives birth to something that certain circumstances alone could not create.
“Out of hardship came determination and out of determination came Optimist Tours.”
Mrs Tavaiqia said the business was part of a vision held by the late Tui Vuda.
Although he was not present to witness the launch, she said his legacy continued through the work being carried out by his family and the people of Vuda.
“Ratu Eparama is not here today with us to see this moment with his own eyes. He would have turned 96 today but he remains in the values he taught us.
“He remains in the work he began and the story we tell. So today we do not speak of Ratu Eparama Kitione Tavaiqia with sadness but with great gratitude.”
The launch also highlighted the importance of partnerships in enabling landowners to participate more meaningfully in Fiji’s tourism value chain.
Chief guest and iTaukei Affairs Ministry board manager for the commercial unit, Filimoni Malorua Naiqumi, commended the owners and administrators for creating a business model that could serve as an example for other landowning communities.
“We want resource owners to have the maximum benefit from their resources, and this is an example of that,” he said.
“We thank the legacy left behind by the late Tui Vuda for the people of Vuda to build on.
“He planted this seed and we came in and discuss his vision with the landowners, and it turned into a fruitful discussion.”
He described the initiative as a trilateral collaboration involving the iTaukei Affairs Ministry, the Vanua of Vuda and Rosie Tours.
“We thank Rosie Tours as well for coming in and joining this partnership and for working with government and our landowners.
Mr Naiqumu also urged the new company owners to instil good governance and leadership within its operations.
“For the vanua-led companies to move forward we need good governance. If there is good governance within vanua-led companies, we will have a very high return on benefit.”
The partnership places the Vuda landowning community within the tourism supply chain, allowing it to participate not only as a traditional resource owner but also as a service provider.
Tourist transfers are a key link between Fiji’s international gateways, accommodation providers and tourism experiences. Greater landowner participation in this part of the industry provides an opportunity for communities to generate income, build commercial capability and develop businesses around the resources and locations they already control.
For Vuda, Optimist Tours represents both a business opportunity and the continuation of a legacy.
