A speaker at Tourism Super Week in Nadi this week has called for a shift in mindset from the traditional notion of “Duri madao,” a Fijian phrase meaning businesses that start and fail quickly, to “Duri meda,” which encourages the building of long-lasting, resilient enterprises.
Palinda Erasito Kaitu’u, a Senior Hummingbird Certified Mentor, outlined the urgency for businesses in Fiji to adopt a new approach, stressing the need for sustainability and resilience in the face of economic challenges.
“The old way of thinking, where businesses start and fail within a short time, needs to change. We must build businesses that can stand the test of time and contribute meaningfully to our economy,” she said.
Kaitu’u highlighted the critical role of tourism in this transformation, particularly within the micro, small, and medium enterprise (MSME) sector.
She emphasised the potential of sustainable tourism to generate long-term economic benefits for the country.
“Our vision is clear: we aim to have 500+ scalable, sustainable tourism MSMEs in Fiji within the next three years,” Kaitu’u stated.
But she says it is not just about numbers.
“It’s about creating businesses that are not only profitable but also sustainable, businesses that can adapt to change, innovate, and contribute to the growth of our community,” she explained.
“In today’s world, businesses cannot afford to ignore environmental and social responsibility. It’s no longer optional but essential for long-term success,” she added.
As Fiji’s economy continues to recover from the impacts of the pandemic, the tourism sector, in particular, is looking for ways to bounce back stronger and more sustainably.
As the business community in Fiji looks to the future, Kaitu’u’s call for a shift towards “Duri meda” resonates as a timely and essential strategy for fostering sustainable growth.
