" Private sector ecotourism from the ground up: the experiences and

challenges of an outer island eco-resort in developing a world class

tourism and hotel operation"A Case Study

Stuart Gow, DirectorMatava - Fiji's Premier Eco Adventure Resort

Private Sector Ecotourism● Not just villages● Not just backpacker● Larger corporations● Run as profit

making ventures● Expandable &

reproducible● Highly successful

around the world

EcoTourism from the Start..● From the start:

solar powerorganic gardeningeco-tourism principles

● A continuing active marketing plan taps in to the growing demand for planet friendly vacations.

Corporate ResponsibilityMatava Foundation● System to process

community requests for assistance

● Manages tourism involvement with community projects

● Relationship with communities

● Limits constant requests/ “aid mentality”

Foundation Program Areas4 only specific program areas

● Medical Support● Sustainable

Development● Environment ● Education

– Limits requests...

Strengths and AdvantagesGrowing market = High Demand● All tourists have

awareness of carbon footprints and environ-mental/social impacts

● Not just the outer island/small resorts but ALL tourists in Fiji

Strengths and AdvantagesRenewable Energy ● Solar power● Low energy fittings● 12v lights throughout● Saves MAJOR fuel bills!

Local produce● Organic Farm● Local village education

Strengths and AdvantagesUnique Selling Position

– International– Regional– South Pacific

● Early adopter● First 2 market● 3rd Party validation

Strengths and Advantages● Travel & Passion● Niche Markets – “Long

Tail”● Specific niche markets

– Diving– Gamefishing– Yoga/wellbeing– Birding– Seakayaking– Trekking– Photography

Strengths and AdvantagesOnline Marketing Strength● Clients tech-savvy● Online marketing VERY

cost effective● Early adopters● Multiple outlets● Embrace new

technologies● “Light on feet”

Eco and Ecotourism Awards● Awards =

– FREE advertising

– FREE PR– 3rd party

endorsement

Weaknesses and Difficulties● Location:

“Our biggest strength AND our biggest weak-ness”

● Waste management is difficult - recyclables and glass shipped with costs

● Infrastructure– Flights– Ferries

Weaknesses and Difficulties● Limit to Upscaling

Current Model- Maximum of 15 bures- power systems- waste management

● Communications- expensive- Satellite system- TFL business support?

Weaknesses and DifficultiesEcotourism Definition in Fiji and throughout region?

● Confusion about what constitutes ecotourism

● Misinterpreted as solely low-end backpacker / vil-lage based

● Tourism Fiji and Govt lagging/lacking in know-ledge

Opportunities● 2nd resort...

– In Fiji?– Regionally

?– Globally?

● Franchising?● Consulting?

" Private sector ecotourism from the ground up: the experiences and

challenges of an outer island eco-resort in developing a world class

tourism and hotel operation"A Case Study

Stuart Gow, DirectorMatava - Fiji's Premier Eco Adventure Resort

Stuart@Matava.com