Tourism Fiji has launched ‘Be Fiji’, the next chapter of its long-running global brand platform ‘Where Happiness Comes Naturally’.
The campaign was inspired by the insight that happiness comes naturally to the people of Fiji, but it often feels harder to access in today’s fast-paced world.
‘Be Fiji’ invites travellers to reconnect with the happier version of themselves in a destination where happiness is found in being connected, playful and present.
“For travellers looking for their next holiday destination for 2026, we’re excited to launch the latest iteration of Where Happiness Comes Naturally,” said Tourism Fiji CEO Paresh Pant.
“This campaign showcases what it truly means to ‘Be Fiji’, in a place where a visit is so much more than a holiday.
“It’s an invitation to pause, reconnect, and rediscover the best version of ourselves, supported by the warmth of our communities, the richness of our culture, and the natural beauty of our environments.”
The media strategy taps into everyday frustrations with contextual messages that invite travellers to recharge across the islands.
The visuals of Fiji’s Coral Coast, Mamanuca islands and mainland aim to contrast the stressors of modern life.
“Anyone who has ever arrived in Fiji will know the warmth, the connection and the genuine happiness and smiles you want to bottle and bring back with you,” said Havas Host associate creative director Pete Sherrah.
“This campaign is about just that. Teaching the rest of the world to be a little more Fiji every day – to let go of all the trivial frustrations and modern annoyances that get in the way of us being truly content in every moment. It makes us happy to play our part in sharing this work and ethos with the world.”
In Australia, the campaign will also be supported by a range of exclusive deals through My Fiji.
Credits
Client – Tourism Fiji
Creative Agency – Havas Host
Media Agency – Havas Media
Director – Michael Lawrence
Aus Production company – Filmgraphics
Fiji Production company – Welcome Fiji
Post production – White Chocolate & Ferg Rotherham
Casting – Toni Higginbotham & Welcome Fiji
Music composition and sound design – MassiveMusic Sydney
Photographer – Josh Kelly
Stills Production company – Chee Productions