LAUTOKA City administrators are eyeing eco-tourism as a sector that could be developed in the Sugar City.
Lautoka Chamber of Commerce and Industry president Pyara Singh said village tours to Abaca and Vakabuli villages could be a welcome escape for tourists who visit the town.
"We've had a large number of tourists coming in over the past few weeks on cruise liners," he said.
"But they are going to other places like Denarau or Sigatoka without even considering Lautoka City and all of the places that we have to offer."
He said businesses were working closely with the Lautoka City tourism committee to promote Lautoka's eco-tourism activities.
"Abaca has one of the best natural waterfalls and a Fijian village where visitors can get a unique and authentic Fijian experience.
"Vakabuli Village with its pine forests offers some very beautiful scenery and we need to take advantage of that."
He said other notable ecotourism adventures included visits to Viseisei Village and hotels such as First Land Resort and Anchorage.
He said the chamber was focused on providing an environment that could benefit both communities and its members.
"The chamber is focusing on creating a more business friendly environment that will benefit the business community and tourists by working together with stakeholders including the police, taxi operators and bus operators so that we get the full benefit of the tourist dollar and the tourist market," he said.
"When tourist ships are in Lautoka on Sundays, we need to have shops open for them to be able to enjoy the shopping experience that we have to offer."
He said that problems that hinder a smooth service delivery for guests was important.
"Taxi operators have complained to the Chamber that private cars, vans and outside taxis are taking their business away," he explained.
"The Land Transport Authority, police and town rangers should be present when a cruise liner arrives to properly control traffic flow and ensure that tourists are well looked after."