Tourism Fiji has officially revealed “Be Fiji,” a new chapter in its ongoing global brand platform previously known as “Where Happiness Comes Naturally.” This campaign is designed to take advantage of the rising trend in inbound tourism and establish Fiji as a prime destination for travelers seeking joyful experiences.
Created in partnership with the advertising agency Havas, the “Be Fiji” initiative emphasizes that while Fijian culture naturally emanates happiness, it can often feel out of reach in today’s hectic environment. The campaign encourages travelers to reconnect with a happier version of themselves, finding joy in simple pleasures like connection, playfulness, and mindfulness.
Paresh Pant, CEO of Tourism Fiji, shared his enthusiasm for the campaign, stating, “For travelers looking for their next holiday destination for 2026, we’re thrilled to unveil the latest chapter of Where Happiness Comes Naturally.” The campaign will employ an engaging media strategy that captures and addresses common daily frustrations, inviting audiences to adopt a “Be Fiji” mentality when faced with challenges.
The visually stunning content created by Josh Kelly of Chee Productions showcases breathtaking locations throughout Fiji, including the Coral Coast, the Mamanuca Islands, and the mainland. This imagery juxtaposes contemporary stressors with the tranquility and happiness found in nature, adventure, and fostering connections within the community.
Pete Sherrah, associate creative director at Havas Host, remarked, “Be Fiji is a mantra we can all live by.” He highlighted the warmth, personal connections, and genuine joy that visitors can expect in Fiji, encapsulating a feeling that many travelers strive to bring back to their everyday lives.
To amplify the campaign’s reach, Kimberly Stafford, a client partner at Havas Media, noted that the strategy goes beyond simple marketing. It seeks to promote active engagement, enabling potential visitors to immerse themselves in the essence of Fiji at a time when they are making substantial commitments to travel.
Ultimately, the “Be Fiji” campaign aims not just to attract visitors to Fiji, but to inspire them to carry the spirit and joyful essence of Fiji into their daily lives, making it a positive and uplifting movement that promises to resonate with a broad audience.