Tourism Fiji invites travellers to ‘Be Fiji’ in new global campaign

Tourism Fiji is launching Be Fiji, the next chapter of its long-running global brand platform Where Happiness Comes Naturally, as it looks to build on continued growth in inbound tourism.

Developed in collaboration with Havas, the campaign is built around the insight that while happiness comes naturally to the people of Fiji, it often feels harder to access in today’s fast-paced, always-on world.

Be Fiji invites travellers to reconnect with a happier version of themselves in a destination where happiness isn’t manufactured, but found in the simple joys of everyday life – 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,” Paresh Pant, chief executive officer of Tourism Fiji, said.

The campaign launches with a media strategy designed to playfully tap into people’s most “Un-Fiji” moments – everyday frustrations – using cheeky, contextual messages that nudge audiences to ‘Be Fiji’ when they most need it.

Photography was shot by Josh Kelly from Chee Productions across Fiji’s Coral Coast, the Mamanuca Islands and mainland Fiji, with visuals contrasting moments of modern-day stress against experiences of happiness through nature, adventure, community and recharge.

“Be Fiji is a mantra we can all live by. 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,” Pete Sherrah, associate creative director at Havas Host, said.

“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.”

Havas Media client partner Kimberly Stafford said the campaign aims to move media beyond amplification and into active participation.

“At a time when people are sacrificing more than ever to make travel possible, we asked how the brand could do more than encourage people to ‘Be Fiji’ and instead help them feel it,” Stafford said.