Tourism Fiji has introduced its new campaign, “Be Fiji,” marking an evolution from its successful global brand platform, “Where Happiness Comes Naturally.” This initiative comes as the organization seeks to capitalize on the ongoing upswing in inbound tourism.
In partnership with Havas, the campaign pivots on the premise that while the essence of happiness is intrinsic to the Fijian people, achieving such happiness can seem elusive in today’s fast-paced world. “Be Fiji” encourages travelers to reconnect with a more joyful version of themselves in a setting where happiness is not just a construct, but rather found in the simple pleasures of life—embracing connectivity, playfulness, and mindfulness.
Paresh Pant, CEO of Tourism Fiji, expressed enthusiasm for the campaign, especially for those considering travel in 2026. He highlighted the playful media strategy designed to address the common frustrations of everyday life, using light-hearted and relatable messaging that prompts audiences to “Be Fiji” in times of need.
The campaign’s visuals, captured by Josh Kelly of Chee Productions, showcase beautiful locations throughout Fiji’s Coral Coast, the Mamanuca Islands, and the mainland. The imagery juxtaposes contemporary stressors with scenes of joy derived from nature, adventure, community, and relaxation.
Pete Sherrah, associate creative director at Havas Host, noted that “Be Fiji” is a mantra everyone can adopt. He remarked on the warmth and genuine happiness found in Fiji and the desire for travelers to bring that experience back with them.
Moreover, Kimberly Stafford, client partner at Havas Media, indicated that the campaign aims not only to promote the brand but also to foster an immersive experience, allowing potential travelers to feel the essence of Fiji as they contemplate their travel plans.
With this fresh approach, “Be Fiji” aims to resonate with audiences, encouraging them to seek happiness and connection in their lives while reinforcing Fiji as a sought-after travel destination.
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