in PDF - Market Development Facility

PARTNERSHIPS FOR PRO-POOR GROWTH
A tourism hot-spot
Tifajek Mud Pools and Hot Springs, Sabeto, Fiji
Economic Constraint
Ms. Miliana Racule, Managing Director of Tifajek is the woman behind
its success
Tourism is one of the largest industries in Fiji, and the
largest employer of Fijian men and women. Visitor
arrivals are growing every year averaging over 600,000
tourists over the last five years. But growth has come
with its challenges. Competition from other islands in
the Pacific region, offering similar attractions to Fiji is
increasing. Fijian tour operators and tourism marketing
campaigns are seeking out local authentic products,
new unique Fiji experiences to maintain the appeal of
Fiji tourism. While most foreign investors in tourism in
Fiji are adapting and diversifying their operations, many
local operators and service providers struggle to properly
capitalise on their unique Fijian offerings and activities.
Many local entrepreneurs find it difficult to improve
tourist amenities and provide appropriate hospitality
services. Tifajek is a small indigenous family-owned
business trying to turn a unique all-natural thermal and
mud pool treatments into a viable tourism business.
Partnership Solution
Vanua Levu
MDF supports Tifajek Mud Pools and Hot Springs to
better cater to theTaveuni
growing demand from tourists,
particularly from cruise ships, who are keen to
try something different to the usual Fijian holiday
experience. Tifajek is the first indigenous familyFiji
owned natural thermal and mud pool business to
Tifajek Mud Pools &
Hotsprings
have been developed into a tourist destination in
Fiji. Tifajek offers therapeutic mud and thermal
Lautoka
pool treatments, therapeutic massages, and locally
produced handicrafts. Tifajek employees are men and
Viti Levu
Port Denarau
Nadi
women from the adjoining community who come from
farming backgrounds. Having a business like Tifajek
based in the community provides community members
Suva
with opportunities around earning incomes. Tifajek’s
location in Sabeto makes it an appealing and easy day
trip for tourists visiting from cruise ships or tourists in the major beach resorts looking for an alternative activity to the
beach.
FIJI
Under the partnership the following activities were cost-shared between MDF and Tifajek:
Kadavu
•
Engaging a local landscape architect for designing the upgrade of tourist facilities on-site and ensuring retention of
the natural character and beauty of the hot pools and surrounding landscape.
•
Expanding the number of thermal and mud pools available to tourists.
•
Strengthening the financial management capacity of Tifajek, for better management of the business expansion, by
recruiting an Accounts Clerk.
•
Training women from the community in a new therapy experience called the ‘Full Rejuvenating Body Therapy’,
consisting of mud packs, mud scrubs, mud pool rinse, hot baths and massage.
•
Improving the retail displays for handicraft sellers and makers at the facility by creating handicraft carts/stalls.
Early Signs of Pro-Poor Results
Tourists enjoying the mud pools.
Picture credit: Tifajek Mud Pools and Hot Springs
Tifajek currently employs eight men and women on a
full-time basis, and an additional 33 men and women on
a part-time basis. People work as masseurs, tour guides,
property maintenance staff, caretakers, handicraft
sellers, food sellers, and cultural entertainers. All the
employees are from the surrounding local community.
Upon the completion of the upgrades to the thermal
and mud pools, and the staff trainings, Tifajek is
estimated to provide full-time employment for ten
women and men, 25 therapists and 10 handicraft sellers,
will benefit from increased income due to increased
work hours, as tourist numbers rise.
The tourism attractions at Sabeto are diversifying the range of activities available for tourists in Nadi. The farmlands
and picturesque mountains offer horseback riding and agritourism tours, mountain treks and hikes, garden tours, as
well as the only mud and hot pools in the area. Mostly managed and operated by indigenous landowners, the activities
offer natural and sustainable attractions that have been designed to complement their unique environment.
Currently, the facility is able to cater to around 80 tourists at any one time. With assistance from MDF, and fully
developed, they will be able to host at least 350 tourists per visit, bringing in important income and growth for the
business and the wider community.
For more information on MDF partnerships please visit: www.marketdevelopmentfacility.org