Tourism Fiji’s “Happy Passports” campaign has received a Silver Award in the Destination International category at the International Tourism Film Festival Africa (ITFFA) 2025. The campaign was celebrated for its captivating storytelling and effective portrayal of Fiji’s unique allure, resonating emotionally with audiences worldwide.
Directed by renowned filmmaker Paul Middleditch, “Happy Passports” showcases the vibrant culture, natural beauty, and the warm hospitality that Fiji offers, solidifying its status as a premier travel destination. CEO Brent Hill expressed pride in the recognition, emphasizing that the campaign reflects the essence of Fiji—its people, culture, and the joyful experiences associated with travel.
This accolade comes on the heels of significant global engagement for the campaign, which garnered nearly 5 million views on YouTube and increased traffic to the fiji.com.fj website. The campaign ran for seven months until June 2025, building on the successful launch on November 21, 2024.
Tourism Fiji believes that the “Happy Passports” campaign, alongside its broader marketing efforts, further elevates Fiji’s profile as a destination through strategic marketing and authentic storytelling. This aligns with their ongoing commitment to promote sustainable and experience-based travel, enhancing the allure of Fiji on the global stage.
This recognition serves as a testament to the impact of creative marketing strategies in the tourism industry, and it showcases Fiji’s dedication to sharing its joyful spirit with international travelers. The award represents an optimistic future for Fiji’s tourism sector, where continued collaboration and innovation can further amplify the reach and appeal of the nation as a sought-after destination.
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