Ecotourism on the Navua River, Fiji
Approximately 57% of Fiji's population are indigenous Fijian, the majority of them living in rural areas, dependent on farming for subsistence and livelihood, working on land that is held under customary law, where environmental considerations are given importance both by tradition and through government legislation. Since the early 2000s, the Fijian government has actively encouraged ecotourism initiatives in rural areas such as the Upper Navua Conservation Area (UNCA) - shifting the commercial emphasis away from commercial logging and gravel extraction towards tourism recreation activities such as whitewater rafting. Operations are structured to ensure that a portion of the revenues from such activities find their way into the local economy and help fund community projects.