Tourism Fiji has launched its latest global branding initiative, “Be Fiji,” which builds on its previous campaign, “Where Happiness Comes Naturally.” This new effort aims to enhance Fiji’s attractiveness as a holiday destination at a time when visitor numbers are on the rise, reflecting a growing desire among travelers to find joy in an increasingly fast-paced world.
The “Be Fiji” campaign, developed in collaboration with Havas, stems from the recognition that while the Fijian culture is naturally imbued with happiness, many people feel disconnected from this joy due to the hectic nature of modern life. The campaign invites individuals to reconnect with their happier selves in Fiji, emphasizing that true happiness is derived not from material possessions but from simple, everyday experiences—being present, playful, and engaged with the community.
Paresh Pant, the Chief Executive Officer of Tourism Fiji, expressed enthusiasm for showcasing the uniqueness of Fiji as part of the 2026 travel plans. He highlighted the relaxed, welcoming atmosphere that defines the Fijian experience. The campaign will use a clever media strategy designed to capture audience attention by addressing common frustrations of daily life, incorporating humor and compelling messages that encourage people to “Be Fiji” during those challenging moments.
Visually, the campaign features stunning imagery captured by Josh Kelly of Chee Productions, highlighting the breathtaking landscapes of Fiji’s Coral Coast, Mamanuca Islands, and the mainland. These visuals contrast the stress of contemporary living with the happiness that can be found through nature, adventure, community, and relaxation.
Pete Sherrah, Associate Creative Director at Havas Host, noted that the “Be Fiji” campaign takes a lifestyle approach that resonates on a universal level, capturing the warmth and genuine happiness that visitors experience upon their arrival in Fiji. He emphasized the campaign’s aim to inspire individuals to infuse a sense of Fijian joy into their everyday lives.
Kimberly Stafford, Havas Media client partner, added that the campaign’s ambition goes beyond simple promotion; it seeks to provide potential travelers with an immersive experience. With many people making considerable sacrifices to travel, the initiative encourages them not only to “Be Fiji” but also to fully embrace and internalize the essence of Fiji.
Ultimately, this campaign serves as a hopeful reminder to both tourists and locals to celebrate the simple joys of life and strive for happiness each day.