James Cook University, School of Business, Tourism Program
Place of publication
Within the last two decades Fiji’s tourism industry has grown dramatically, in the process overtaking the traditional export sector of sugar as the main foreign exchange earner and employment creator. Since Fiji depends enormously on tourism for its growth and development, this paper provides an analysis of the Strengths, Weaknesses, Opportunities and Threats on the tourism industry. The paper aims to provide a clear picture of the tourism industry in Fiji and attempts to provide information, particularly to the policy makers, that will assist them in making policy decisions regarding the future growth and development of the industry - at a time when the industry's image has been tarnished as a consequence of Fiji's third coup in May 2000. The paper also provides some recommendations that need to be considered by policy makers and incorporated into any future development plans on the Fiji tourism industry.