Tourism Fiji has officially launched “Be Fiji,” the next evolution of its longstanding global brand platform known as “Where Happiness Comes Naturally.” This initiative aims to capitalize on the ongoing growth in inbound tourism and promote Fiji as a destination for joyful travel experiences.
Developed in collaboration with advertising agency Havas, the “Be Fiji” campaign is rooted in the understanding that while happiness radiates naturally from the Fijian people, it can feel elusive in today’s fast-paced world. The initiative encourages travelers to rediscover a contented version of themselves in an environment where happiness is found through the appreciation of simple pleasures, such as connection, playfulness, and mindfulness.
Paresh Pant, CEO of Tourism Fiji, expressed excitement about this 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 roll out with a clever media strategy designed to engage audiences by addressing their most frustrating daily moments, encouraging them to embrace a “Be Fiji” mindset during trying times.
Visually captivating content shot by Josh Kelly of Chee Productions showcases stunning locations across Fiji, including the Coral Coast, the Mamanuca Islands, and the mainland. The visuals juxtapose typical modern-day stressors with the serene experiences of happiness derived from nature, adventure, and community interaction.
Pete Sherrah, associate creative director at Havas Host, noted, “Be Fiji is a mantra we can all live by.” He emphasized the unique warmth, connections, and genuine joy that Fiji offers, encapsulating a feeling that visitors often long to carry back home.
In a bid to enhance the campaign’s impact, Kimberly Stafford, a client partner at Havas Media, shared that the approach goes beyond mere promotion. Instead, it aims to foster active participation, allowing potential travelers to immerse themselves in the essence of Fiji, especially at a time when they are making significant sacrifices to pursue travel.
Overall, “Be Fiji” aspires not just to invite travelers to Fiji but to inspire them to embrace Fiji’s spirit and joyfulness in their everyday lives, making it a hopeful and uplifting campaign that resonates widely.