Tourism and the December 2006 Fiji Coup

Commodore Frank Bainimarama’s Fijian coup involved a surprisingly long gestation period and the conduct of the coup was more in keeping with the action of a boa constrictor than that of a quick surgical strike.

It appears resolution of Fiji’s ultimate political direction will be equally protracted, with the Commodore in no apparent rush to restore democracy to Fiji, although he did administer the transition of Fiji from relative anarchy to constitutional democracy relatively quickly after the abortive coup attempt in 2000.

Fiji’s tourism industry will need to adapt to the new situation and while the private sector will do its level best to resume business as usual, things may be interesting at the Fijian Vistors Bureau which will face a stiff marketing challenge to quickly inspire a resurgence in forward bookings for Fiji.

There is also the question of the relationship of key officials with the new regime and while the coup actually happening removing the uncertainty of whether a coup would occur, it has created an entire tapestry of political uncertainties for Fiji and uncertainty is never good news for tourism.

While the coup was bloodless and in fact virtually free of violence the question remains about the attitudes and actions of Fijians opposed to the military regime. 

Other questions arise about the reactions of countries such as Australia and New Zealand to the situation in Fiji. 

While it is clear that Pacific nations including Australia and New Zealand will not intervene militarily, it is equally clear that  regional disapproval will be expressed in the form of diplomatic and economic sanctions and restrictions.

One thing is certain. Fiji will be anxious to restore its tourism industry very quickly, with in 2005 500,000+ overseas visitors to Fiji injecting almost AUD$1 billion into the Fijian economy which is double Fiji’s next two biggest industries sugar and textiles combined.

Tourism and related services also provide employment for a substantial portion of Fiji’s working population. 

If the recovery from the 1987 and 2000 bouts of instability in Fiji are an indication, the travel industry and consumers can expect to see a lot of heavily discounted travel or value added product to Fiji in early 2007 and the Fijian tourism industry is certain to embark on a PR campaign to reassure their key source markets in Australia, New Zealand, USA, Canada, Japan and the UK that overseas tourists visiting Fiji are safe, secure and warmly welcomed.

Some travel industry professionals and travellers may experience ethical dilemmas about travelling to Fiji as they have with other countries governed by controversial regimes however, such people represent a small minority. 

Overall, the Australian travel industry will more likely want to support our Fijian colleagues in the knowledge that tourism to Fiji maintains Fijian jobs and livelihoods.

Many Australian wholesalers, travel agents and airlines and stakeholders in Fiji’s tourism industry and will want to protect that stake and the Fijian coup, in common with the recent coup in Thailand has so far had little impact on the day to day operation of the tourism industry.

The Fijian industry knows though that it must undertake a significant task to restore the reputation of Fiji as a tourism destination, with Fiji’s Tourism Action Group (TAG) already developing a co-ordinated whole of industry recovery strategy for Fiji.

TAG proved its expertise and success following the episodes of unrest in 1987 and 2000 and they know there is no time to waste, with competing Pacific Island destinations such as Vanuatu, Samoa, New Caledonia, the Cook Islands, Hawaii and Tahiti actively positioning themselves as alternatives to Fiji.

Report by David Beirman – TravelMole’s Crisis Management and Recovery Special Correspondent.