THE Fijian Government has reactivated the Tourism Action Group (TAG) as the escalating Middle East crisis drives up global fuel prices and threatens travel demand.
Minister for Tourism and Civil Aviation Viliame Gavoka said TAG is a long‑standing crisis response mechanism that is activated whenever Fiji faces major external shocks.
He said the group is industry‑led and driven by Tourism Fiji, bringing together key tourism stakeholders and government agencies to ensure a coordinated response during times of uncertainty.
“Tourism is not sitting idle,” Gavoka said. “The industry recognises the threat that is out there and is taking steps to mitigate the impact of this crisis.”
The Tourism Action Group includes representatives from hotels, airlines, inbound tour operators, Tourism Fiji, the Ministry of Tourism and Civil Aviation, the Ministry of the Economy, and other government agencies as required.
The committee has been reactivated following sharp increases in Middle East fuel prices, which are threatening global economic stability and international travel demand.
The group is currently chaired by industry veteran Demand Gander, who previously led TAG during earlier crises.
Gavoka said the strength of TAG lies in its ability to unite the industry on a single platform, enabling coordinated decision‑making and clear messaging.
Tourism now accounts for more than 40 per cent of Fiji’s gross domestic product and remains the country’s primary source of foreign exchange.
Gavoka said the sector is critical to funding imports and supporting the economy, particularly as operating costs are expected to rise in the coming months.
Tourism Fiji Chief Executive Dr Paresh Pant said TAG’s immediate priority is to protect existing bookings from April to October, while also planning strategically for the October to April peak season.
He said several Southeast Asian destinations have been more heavily affected due to their reliance on Middle Eastern airline connections, resulting in significant booking losses.
“These destinations will launch recovery campaigns and target the same source markets as Fiji,” Dr. Pant said.
“Our task is to act early, have a plan, and capture that latent demand by redirecting it to Fiji.”
Dr Pant said tourism stakeholders have strongly supported the reactivation of TAG, recognising the seriousness of the situation and the need for a united national response.
“When Fiji speaks with one voice, it gives confidence to our trade partners, international media, and visitors,” he said. “It also reassures guests that Fiji is prepared and ready to welcome them.”