Fiji's Tourism Boom: New Campaign Unveiled

Record Year Predicted for Fiji Tourism

The tourism sector in Fiji is exceeding expectations and is on track for another record-breaking year. A 6.5% increase is projected for 2023, which will surpass pre-pandemic levels and solidify Fiji's reputation as a must-visit destination in the South Pacific. This success is driven by the impact of Tourism Fiji’s global brand platform, "Where Happiness Comes Naturally," as well as a growing demand for immersive and culturally rich travel experiences.

The positive momentum is expected to carry into 2024, with Fiji on track for another record year. Several new hotels and resorts are set to open to meet the growing demand, including The Crowne Plaza Nadi, Sofitel Vatu Talei Denarau, Radisson Blu Mirage Resort, and Hilton Garden Inn Suva, among others. These developments will further enhance Fiji’s appeal as a leading travel destination. Additionally, Fiji Airways continues to win global awards and expand its capacity, including launching a new non-stop route from Dallas to Nadi in December 2024.

Tourism Fiji has recently launched Chapter 2 of its brand platform, "Where Happiness Comes Naturally." The first chapter celebrated the genuine happiness rooted in authentic Fijian culture and shared it with the world. In Chapter 2, the initiative goes deeper—inviting global audiences not only to witness but to experience the joy that defines Fiji through the new campaign, "Happy Passports."

This campaign uses a fun approach to the common problem of passport photos. It features two main characters: Ana, a customs officer at Fiji’s international airport, and Viliame, a local passport photographer. They have noticed that it’s almost impossible to keep a serious face in Fiji. Through their interactions with locals and visitors, the campaign shows how challenging it can be to look serious in a place where happiness is so common.

The campaign was filmed in Nadi and Wakaya Island, showcasing Fiji's beauty, culture, and diversity through five key travel pillars: Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink. We extend a special thanks to the team at Wakaya Island Resort for their warm hospitality and for going above and beyond to accommodate us during our stay. It is the perfect luxurious island retreat for guests seeking pure and secluded relaxation, featuring stunning coral reefs, world-class diving, tropical forests, and an abundance of local cuisine.

Tourism Fiji CEO Brent Hill says, "This has been a landmark year for Fiji as we celebrate record-breaking visitor numbers and a renewed global appreciation for everything that makes our islands unique. Our success reflects more than breathtaking beaches—it’s about the authentic Fijian experiences and connections travellers have here. With our new campaign, we’re inviting the world to discover the playful, joyful spirit of Fiji that stays with you long after you leave. 

The future of tourism in Fiji is bright, with exciting new developments and global recognition for our hospitality. We're proud to share the warmth and magic of Fiji with more visitors than ever as we continue to grow sustainably and authentically." 

The campaign will be launched as part of a comprehensive global media strategy that includes out-of-home advertising, BVOD, online video (OLV), cinema, audio, and social media. It will direct audiences to the Tourism Fiji website, where they can explore the wide range of experiences that Fiji offers and discover why it is the perfect destination for bringing a smile to every visitor.

With the tourism industry rebounding stronger than ever and new developments on the horizon, Fiji is well-positioned to continue its upward trajectory. As a destination that boasts pristine beaches, rich cultural experiences, unmatched natural beauty, and warm-hearted locals, Fiji remains a top choice for travellers from around the world.