I visited Fiji in August 2016 when I was invited to make a presentation at the International Vocational Education and Training Associations (Iveta) conference which was hosted by Fiji National University. What struck me immediately was the way Fijians welcomed visitors. Fijians are known for their signature greeting Bula—welcome to Fiji. I quickly fell in love with their saying: ‘I’m on Fiji Time’, meaning ‘don’t worry about time, it will get done and if it doesn’t, it’s not a big deal’. No stress!
Fiji is an archipelago in the South Pacific of more than 300 islands. Dubbed ‘the Soft Coral Capital of the World’, the country offers a variety of tourist attractions. History has it that some of the first Fijians–the Lutunasobasoba and Degei–traveled from Lake Tanganyika in Africa to the islands. Fijians cherish the reputation of being friendly as well as their unique culture and dressing style, which makes the country a top holiday destination.
Apart from their love for rugby, Fijians have a penchant for festivals, which showcase their culture. The Hibiscus Festival is a standout event that celebrates Fijian culture in all its glory. Originally celebrating the blossoming of the hibiscus flower, the festival is celebrated annually between August and September.
My visit to Fiji coincided with the Hibiscus Festival. During this time, Fiji’s capital, Suva, located on the largest island, Viti Levu becomes a beehive of activity. This nine-day cultural extravaganza attracts tourists and community members from surrounding islands. They get together to enjoy traditional music, food stalls, float parades, sporting events and dance competitions.
Studies have shown that the Hibiscus Festival has had a positive impact on the islands, contributing to nation-building and fostering a positive attitude towards tourism in the population.
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But why should I bother you with all this Fiji stuff?
Malawi is observing National Tourism Month during September. Malawi designates September as ‘National Tourism Month’ to coincide with World Tourism Day on September 27. World Tourism Day was declared by United Nations World Tourism Organisation (UNWTO). According to Minister of Tourism Vera Kamtukule, this year’s tourism month is being celebrated under the theme ’Peace and Tourism’, highlighting “the critical role tourism plays in fostering unity and harmony within communities and across borders”.
As the country celebrates tourism month, there are lessons to be learned from the Fijians Hibiscus Festival, in terms of promoting Malawi tourism, culture and unity. Culture and tourism are closely linked in Malawi and elsewhere. Culture can be used for promoting tourism.
Malawi boasts a rich culture characterised by diverse ethnic groups. These groups have their own ways of celebrating their cultural heritage through annual cultural events. For example, the Chewa celebrate their culture through the Kulamba ceremony; the Maseko Ngoni with Umhlangano wa Maseko Ngoni and the Lhomwe with the Mulhakho wa Alhomwe cultural festival. Unity is a common message preached at these gatherings, which are premised on promoting unity among the ethnic groups, but this may not always be conducive to nation building and enhancing cultural harmony as this has the potential to divide Malawians along ethnic lines.
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Therefore, as Malawi is observing the month, it is worth considering how these cultural groupings could come together to celebrate culture. For example, the Hibiscus Festival in Fiji brings together Fijians from all islands. Despite coming from different political and cultural divides, they come together and celebrate in one place.
