Since 2013, Sima has been building a business that now supports both Fiji’s tourism and hospitality sectors. What began as a small operation has grown into two businesses serving hotels, resorts and visitors throughout the Western Division.

Based in Legalega, Nadi, she is the owner of two businesses that play an important role in supporting Fiji’s tourism industry. Through Sima’s Local Fruits & Vegetables, she supplies fresh produce to hotels and resorts, while Tourist Destination Tours & Transfers provides airport transfers, resort transfers and transportation services throughout the Western Division.

Today, managing both businesses keeps her busy, but it is something she has built over many years through persistence and determination.

“I’ve always enjoyed being in business,” Sima says. “You start small, you learn as you go, and over time you build relationships and opportunities.”

While many know her today through her transport business, Sima’s entrepreneurial journey began in the fresh produce trade. Through years of supplying customers and building trust with hotels and local buyers, she established a reputation for reliability and quality.

That experience gave her the confidence to expand into tourism transport services, a sector that has become a major part of her business operations.

“We do airport pickups and drop-offs, resort transfers and transport services around the Western Division,” she explains. “Every day is different because you’re dealing with visitors arriving from all over the world and helping them get to where they need to be.”

The business now operates a fleet of eight Nissan and Toyota vehicles, with most of them on the road daily serving customers. In addition to resort and airport transfers, one of the vehicles is also contracted to a local air-conditioning company.

A major achievement for Sima was securing a long-term contract with Malolo Island Resort, where dedicated vehicles transport guests between Nadi Airport and Port Denarau.

“The hotels know us and the quality we provide,” she says. “Building those relationships over the years has been important for the business.”

Alongside her transport operation, Sima continues to supply fresh fruits and vegetables to hotels including Musket Cove Resort, Smugglers Cove, Capricorn Hotel and Club Wyndham. Produce is sourced from her farm in the Sigatoka Valley, helping support local agriculture while meeting the needs of the hospitality industry.

In many ways, her two businesses go hand in hand. One helps feed Fiji’s tourism sector, while the other helps move visitors around it.

“What I enjoy most is that both businesses are about serving people,” she says. “Whether it’s supplying fresh produce to a hotel or providing transport for guests, it’s all about delivering a reliable service.”

As a woman running operations across two industries, Sima is proud of what she has achieved. From building a customer base to managing contracts, vehicles and suppliers, she has demonstrated that women can succeed and grow in any sector.

Looking back, she is grateful for the journey and excited about what lies ahead.

“There have been challenges, but there have also been many opportunities,” she says. “When I see the vehicles out working and the businesses growing, it reminds me how far we’ve come.”

Today, Sima’s businesses contribute to both Fiji’s tourism and agricultural sectors, supporting hotels, resorts, local communities and visitors alike. Her story is a powerful example of how determination, hard work and a willingness to embrace new opportunities can turn a small business into a thriving enterprise.