Fiji's Viti Reggae Concert to boost Indigenous tourism and community development

The Viti Indigenous Tourism Alliance (VITA) is set to host a Viti Reggae Concert from October 8 to 10, aiming to generate economic opportunities for 248 Indigenous communities across Fiji. This non-government organization, representing Indigenous resource owners, supports communities in maximizing benefits from their assets and land through tourism.

The fundraising concert will feature South African musician TK Dube and the Lucky Dube Band. VITA President Sitiveni Nawaqa stated that the proceeds from the event will directly support Indigenous resource owners in developing sustainable, income-generating opportunities from their resources. "From us, the Viti Indigenous Tourism Alliance, this is the way we can fundraise and look after all of our Indigenous owners within the 248 communities, or I can say Vanua. That’s the whole of Fiji," Nawaqa said.

A key focus of the festival is inclusivity, with measures in place to ensure participation for people of all abilities. This includes accessibility arrangements for individuals with disabilities, pregnant women, and elderly attendees. The organizing committee also highlighted that the event aims to foster partnerships between tourism operators and businesses, promoting collaboration for mutual benefit.

The initiative introduces a three-tier ticketing system designed to bolster Indigenous tourism. The revenue generated will be allocated to supporting tourism operators, enhancing business readiness within the Indigenous communities (Vanua), and driving innovation within the Indigenous tourism sector.

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From us, the Viti Indigenous Tourism Alliance, this is the way we can fundraise and look after all of our Indigenous owners within the 248 communities, or I can say Vanua. That’s the whole of Fiji.