Tourism Fiji has unveiled its latest global branding campaign, “Be Fiji,” building on its long-established initiative, “Where Happiness Comes Naturally,” in a bid to enhance the appeal of inbound tourism. This new campaign arises amidst ongoing growth in visitor numbers, reflecting the desire for travelers to reconnect with joy in an increasingly hurried world.
Co-developed with Havas, “Be Fiji” is driven by the understanding that while happiness is innate to Fijian culture, it often feels elusive to those caught up in the fast pace of modern life. The campaign encourages travelers to rediscover their happier selves in Fiji, a place where joy is found not in material possessions but in the simplicity of daily experiences—being present, playful, and connected with the community.
Paresh Pant, Chief Executive Officer of Tourism Fiji, expressed excitement about promoting a unique holiday destination as part of the 2026 travel plans, emphasizing the relaxed and warm atmosphere that characterizes Fiji. The campaign will employ a clever media strategy to engage audiences by addressing relatable frustrations from everyday life, with humor and catchy contextual messages that invite them to “Be Fiji” at those moments.
The visuals for the campaign were captured by Josh Kelly of Chee Productions, showcasing the stunning landscapes of Fiji’s Coral Coast, Mamanuca Islands, and the mainland. These images juxtapose the stress of modern living with the happiness one can discover through nature, adventure, community, and leisure.
Pete Sherrah, Associate Creative Director at Havas Host, highlighted that “Be Fiji” is a lifestyle approach that resonates universally, encapsulating the warmth and genuine happiness felt upon arrival in Fiji. He noted that the campaign aims to instill a sense of Fijian joy in people’s daily lives.
In line with this vision, Kimberly Stafford, Havas Media client partner, pointed out that the campaign’s goal extends beyond mere promotion, seeking to facilitate an immersive experience for potential travelers. As more individuals are making significant sacrifices to travel, the initiative aims to not only inspire them to “Be Fiji” but also enable them to truly embrace and feel the essence of Fiji.
This campaign stands as a hopeful reminder of the simple joys of life, encouraging both tourists and locals alike to embrace happiness every day.