1. Could you begin by introducing First Landing Beach Resort & Villas and explaining its place within Fiji’s tourism sector?
First Landing Beach Resort & Villas occupies a site of considerable historical and cultural significance in Fiji. According to local legend, this is where the first Fijians arrived and began establishing an organized society. The beach is known as Nalamu, meaning “pierced” in Fijian, referring to the story of a canoe that struck the reef, took on water and brought its passengers ashore. The story continues with their movement towards Viseisei village and the surrounding areas.
We do not claim that this is definitively the historical landing site, but we celebrate the legend as an important part of Fiji’s cultural heritage. Our resort’s name, logo and distinctive one-acre “Foot Island”, shaped like a footprint, commemorate this story. The island was originally created using material excavated for our marina and channel, and it has since become a symbol of our identity.
We have always wanted to offer something different from the larger resorts around Nadi and Denarau. We have preserved the original vegetation, used timber from sustainably managed pine plantations in our construction, and maintained the atmosphere of a traditional Fijian resort.
History, culture and a genuine sense of place are central to our identity. We want guests to experience something that reflects Fiji itself, rather than simply staying in a hotel that could be anywhere in the world.
2. First Landing carries a special piece of Fijian history. How does this heritage shape the resort’s identity and the experience you offer guests?
We try to incorporate the Bula spirit into everything we do. Our staff are our most important asset, and we want every guest to experience the warmth, hospitality and friendliness for which Fiji is known.
We also enjoy sharing the different stories surrounding Fiji’s origins. Scientific evidence points to migration from Southeast Asia and the movement of peoples across the Pacific, while other historical accounts and legends reflect the different interpretations that emerged over time. Fiji occupies an interesting crossroads between Melanesian and Polynesian cultures, and that blending has contributed to its colorful history.
We want visitors to leave with a deeper understanding of the country. We try to move beyond the traditional “fly-and-flop” holiday, where people arrive at a hotel, relax and leave without discovering much about their destination.
Our natural gardens, local food and cultural performances all help create connections. Our staff perform the meke, a traditional Fijian dance, so guests may see the same people who welcomed them, carried their luggage or captained their boats performing in the evening.
We want people to experience the life of Fiji, connect with its people and leave with a greater appreciation of the country. Ideally, they return home feeling reenergized, without needing another holiday to recover from their holiday.
3. What makes First Landing distinctive among Fiji’s tourism properties, particularly given its convenient location near Nadi International Airport?
Fiji has some excellent large hotels, particularly around Denarau and along the Coral Coast. However, not everyone wants to stay in a large property, and we provide an alternative for travelers looking for a smaller, more intimate experience on the mainland.
We have approximately 60 rooms, including traditional-style bures and one- to four-bedroom villas. The villas are particularly popular with families and multigenerational groups who appreciate having their own kitchen, lounge, swimming pool and veranda. Couples may prefer our bures, while families can enjoy the additional space and privacy of the villas.
Our location is another advantage. Guests can stay with us for an extended period, combine their visit with an outer-island resort or use First Landing as a starting or finishing point for a cruise around the islands.
We also have a strong local clientele, and many Fijian families enjoy staying in our villas. Interestingly, guests staying in the villas often spend more at our restaurant because, despite having their own kitchens, they generally prefer to enjoy their holiday without cooking.
And then there are the sunsets. We face due west, overlooking the beautiful waters towards the Mamanuca Islands.
Our strength is offering a more personal, flexible and locally rooted alternative to the larger resorts, while remaining conveniently accessible. We provide a distinctive mainland experience that complements the wider range of holidays available in Fiji.
4. First Landing is known as a family-friendly resort with a strong local identity. How do you cater to different travelers, and what keeps guests coming back?
We welcome couples, families, groups and travelers passing through Fiji. Families often appreciate the space and private pools available in our villas, while couples may prefer the atmosphere of our bures. We find that these different groups generally coexist very comfortably.
Around 30% of our business comes from repeat guests. I believe this reflects both our location and the relationships our team builds with visitors. When people return, our staff remember them, and they feel as though they are coming back to the First Landing family.
We also welcome many Fijians who live overseas, particularly in Australia and New Zealand, and return to visit family or conduct business. Our international clientele is predominantly from Australia and New Zealand, while North America accounts for approximately 10–15% of our business. Most of our North American guests come from the United States, particularly the West Coast and Pacific Northwest, where connections through Fiji Airways are convenient.
Some guests stay with us after visiting the outer islands; others use the resort as a base from which to explore the mainland. In a week, visitors can experience a great deal, although it is entirely up to them how active they want their holiday to be.
When guests feel recognized, welcomed and part of the First Landing family, they have a reason to return beyond the accommodation itself.
5. Fiji is positioning itself as a leading destination in the Pacific. What competitive advantages does the country offer, and where do you see opportunities for further growth?
I believe Fiji’s tourism industry has matured into a world-class product. One of its greatest strengths is the diversity of experiences available within a single destination.
Travelers can choose backpacker accommodation, quality three- and four-star properties, five-star hotels or exceptionally luxurious outer-island resorts. Fiji can cater to a wide range of budgets and travel preferences, and that diversity is a considerable advantage over many other destinations in the South Pacific.
The Mamanuca and Yasawa Islands, in particular, offer the kind of small-island experience that many international visitors seek. Continued diversification is important, as is understanding the specific markets Fiji wants to attract.
Australia and New Zealand will remain core markets, particularly for families, honeymoons and weddings. However, the United States represents a significant opportunity for growth. Fiji also has opportunities in China, while Japan could become a stronger market again. European visitors are returning following the disruption caused by COVID-19, and many are interested in longer stays and outer-island experiences.
Fiji’s exchange rate can also make it an attractive-value destination for American visitors. Distance remains a consideration, but travelers are increasingly willing to undertake long-haul journeys when the experience justifies it.
Beyond traditional beach holidays, I see considerable potential in health and wellness, fitness tourism, cuisine and more immersive local experiences. Visitors might combine fitness training with hiking, snorkeling, waterfall excursions and excellent dining. Fiji has the natural environment to support these experiences, but there is room to develop more specialized offerings.
There may also be opportunities to strengthen small-ship cruising and live aboard diving, as well as to showcase distinctive Fijian products, including natural skincare and locally made goods.
Fiji’s greatest competitive advantage is its ability to offer a remarkable variety of experiences within one country. The next stage is to build on that strength through product diversification, targeted marketing and experiences that encourage visitors to stay longer and discover more.
6. How does First Landing support local employment, training and partnerships with surrounding communities and Fijian suppliers?
Our resort is situated on native land, and we have a responsibility to work constructively with the landowning community. We want its members to participate in the business through employment, training and opportunities to develop their own enterprises.
We also try to support the community with practical guidance on financial planning and business management. Land rent can provide an important source of income, but it is equally important that families manage that income responsibly and build lasting assets. We encourage sound financial structures, including trust accounts where appropriate, and help the community consider longer-term investments.
Local sourcing is another priority. Wherever possible, we purchase vegetables, fruit and fish from suppliers in the surrounding area. Seasonal availability can be a challenge, and strengthening year-round local production would benefit both the resort and the wider economy.
We also support education and assist with community activities when we can. Sometimes that means helping a village function with chairs and tables; on other occasions, it involves other practical forms of assistance.
These contributions may appear small individually, but they form part of our relationship with the community. We want local people to feel proud of what we have created here and to see the resort as something that belongs within the wider fabric of Fiji.
Tourism should create opportunities that extend beyond the resort itself, benefiting local people through employment, skills, local procurement and long-term economic participation.
7. Sustainability is increasingly important to travelers and tourism operators. What steps is First Landing taking to protect its beachfront and natural environment?
Energy consumption is an important consideration for any resort, particularly as costs continue to rise. We are looking at ways to use renewable energy, including solar power, wherever practical, while also considering environmental impacts when developing the property.
We conducted a comprehensive environmental impact assessment of the foreshore to better understand the implications of development. We also want to improve the marine environment around the resort, including opportunities to enhance fish habitats.
Our Foot Island provides an interesting example. Over time, coral has grown on the rocks around it, and we have observed increased fish life in the surrounding area. We are considering how we can build on this by improving marine habitats and managing fishing activity in selected areas.
We also pay attention to the materials and resources we use. Our bures incorporate timber from sustainably managed pine plantations, and we separate plastic, paper and other recyclable materials for collection. Kitchen waste can be used for mulch or provided to local farmers for pig feed, creating a useful cycle rather than sending everything to waste.
Even everyday choices can contribute to sustainability. We have plenty of coconut trees, and we encourage guests to enjoy fresh coconut water as a natural local product.
Sustainability is not just about one major initiative; it is about making responsible decisions across energy, construction, waste management and the natural environment.
8. How is First Landing adapting its dining, accommodation and activities to meet travelers’ growing demand for authenticity and genuine local experiences?
One of the strongest indicators that we are doing something right is the fact that local people enjoy coming here. We host weddings and functions for Fijian families, as well as visitors from Samoa, Tonga and other Pacific communities. Our local clientele has grown, and we frequently hear people describe the resort as a place that represents the real Fiji.
That is important because international visitors are then experiencing a setting that local people themselves appreciate.
Our restaurant follows the same philosophy. We put considerable effort into our curries, seafood and Fijian dishes, while ensuring that familiar favorites such as burgers and pizzas are prepared well. Our seafood platters are particularly popular, and our overseas guests enjoy the curries as much as our local customers do.
Our approach is simple: keep things authentic, keep them good and give people a genuine taste of Fiji.
We also try to share the stories behind our gardens and surroundings. Some plants have traditional uses, while others reflect the history of local fishing and agriculture. Breadfruit, for example, played an important role in traditional trade between communities, and this area was historically associated with breadfruit and the production of sea salt.
These details make a visit more meaningful. Guests can learn about the environment, local traditions and the ways people have lived here for generations.
The resort is not built around highly manicured gardens. We have tried to preserve a more natural setting, as though the property has been carved out of the forest. That atmosphere, combined with local cuisine and Fijian hospitality, helps create a distinctive experience.
For the American market, awareness of Fiji has improved considerably over the years, helped by tourism promotion, Fiji Water, films made in the country and the work of Fiji Airways. The airline is particularly important because it connects Fiji with Los Angeles, San Francisco and Vancouver, providing access to visitors from across North America.
However, a flight of approximately ten hours is a significant journey, so visitors need reasons to experience more than just a beach. Combining Fiji with a trip to Australia or New Zealand can make it an especially appealing addition to a longer holiday.
Word of mouth and social media also play an increasingly important role. Visitors share their experiences, and those personal recommendations can inspire others to discover the country.
The more visitors understand Fiji’s culture, meet its people and experience its natural beauty, the more likely they are to become ambassadors for the destination.
9. Looking ahead, what is your vision for First Landing Beach Resort & Villas over the next five to ten years?
We have several development plans that we hope to advance as the business continues to grow following the disruption caused by COVID-19.
One priority is to expand our accommodation along the foreshore, creating additional units with ocean views towards the Mamanuca Islands and beyond. We also plan to develop Foot Island further, potentially incorporating a horizon pool and a restaurant. The island already hosts weddings and other functions for up to 600 people, and we see opportunities to build on that role.
Beyond accommodation, we are exploring more specialized tourism concepts. We have held discussions with potential partners from Los Angeles about developing a health and wellness facility, and we have considered opportunities in medical tourism in collaboration with local doctors. The idea would be to explore whether certain treatments could be delivered at a more accessible cost while allowing visitors to enjoy a holiday in Fiji.
Fitness tourism is another possibility. Our location could provide a base for activities ranging from hiking and waterfall excursions to snorkeling and other outdoor experiences.
We are also interested in building partnerships with nearby villages and developing experiences that combine a stay at the resort with time in the rainforest or traditional village environments. Guests could spend the morning hiking to a waterfall, return for lunch, and then go snorkeling before watching the sunset. Experiencing two different ecosystems in a single day is a compelling proposition.
A further ambition is to develop a cultural centre that tells the story of Fiji through its history, architecture, natural environment and traditions. Visitors could explore the country's evolution, from its earliest communities and traditional village life through European contact, trade, missionary activity and the modern era.
We would like this centre to include environmental education, traditional crafts, cultural performances and opportunities to discover local food. It could also serve local schools, helping younger generations learn more about their heritage.
These projects would be developed in phases, building on the cultural and historical identity we have already established at First Landing.
Our ambition is to create a destination where accommodation, wellness, nature and cultural heritage come together in one distinctive experience. We want to give visitors even more reasons to stay longer, explore the surrounding communities and understand Fiji more deeply.
10. What message would you like to share with Los Angeles Times readers about Fiji, and why should American travelers consider discovering the country?
I would encourage Americans to come to Fiji and rediscover what this part of the world has to offer.
Life moves at a different pace here, and spending time in Fiji can encourage you to think about things differently. It is an opportunity to step away from the hustle and bustle of everyday life, spend time with people, enjoy nature and reconnect with the simple pleasures of conversation and shared experiences.
We live in a world increasingly dominated by technology and smartphones. At First Landing, our bures do not even have televisions, although we recognize that people still want to stay connected. We also value the Fijian tradition of talanoa, sitting together, talking and sharing stories.
Americans have been visiting Fiji for generations, and I believe many have discovered the value of its people, hospitality and natural environment. Today, with improved air connections and greater international awareness, there is an opportunity for a new generation of travelers to discover the destination.
Whether you have a few days to spare as part of a trip to Australia or New Zealand, or two weeks to explore the islands, Fiji offers an impressive range of possibilities. You can choose the accommodation, activities and pace that suit your budget and interests.
My message to American travelers is simple: come to Fiji, slow down and discover a part of the world that may change the way you see things.
Within one country, you can experience beautiful islands, rich cultural traditions, welcoming communities and a wide variety of tourism experiences. I think that is a wonderful combination, and it is something more Americans should discover.
