Tourism Fiji has unveiled the “Be Fiji” campaign, marking a new chapter in its well-known global brand initiative, “Where Happiness Comes Naturally.” This launch aims to capitalize on the ongoing growth of inbound tourism to the islands.
Developed in partnership with Havas, the campaign draws upon the notion that while the inherent joy of the Fijian people is palpable, it can feel increasingly elusive in today’s fast-paced world. “Be Fiji” encourages travelers to reconnect with a happier version of themselves in a setting where joy is sourced from the simple pleasures of life—such as being engaged, playful, and present in the moment.
Paresh Pant, CEO of Tourism Fiji, expressed enthusiasm about introducing this refreshed brand message to travelers searching for their next holiday destination in 2026. The rollout of the campaign is backed by a media strategy that creatively addresses everyday frustrations—what they refer to as “Un-Fiji” moments—using playful and contextual messaging that nudges audiences to embrace the “Be Fiji” mindset during challenging times.
Visuals for the campaign, captured by Josh Kelly from Chee Productions, illustrate a striking contrast between modern-day stressors and the happiness that can be found in nature, adventure, community, and relaxation throughout Fiji’s Coral Coast, the Mamanuca Islands, and the nation’s mainland.
Pete Sherrah, Associate Creative Director at Havas Host, highlighted that “Be Fiji” is a message everyone can embody. He noted that anyone who has visited the islands can attest to the warmth and genuine happiness of its people—feelings one longs to bottle and take home. The goal of this campaign is to inspire the global audience to incorporate a little bit of Fiji’s essence into their daily lives.
Kimberly Stafford, Havas Media client partner, mentioned that the campaign seeks to transform media engagement from passive amplification to active participation. She emphasized a need for brands to support travelers who are making sacrifices to travel, not just by urging them to “Be Fiji,” but by facilitating a deeper sense of connection to that experience.
With this campaign, Tourism Fiji hopes to instill a sense of happiness that travelers can carry with them long after their visit, promoting a spirit of joy and connection.
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