Tourism Fiji has launched ‘Be Fiji’, the next chapter of its long-running global brand platform “Where Happiness Comes Naturally”, following ongoing growth for Fiji tourism.
Developed in collaboration with Havas and brought to life by Michael Lawrence from Filmgraphics the campaign taps into a powerful insight: 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 version of themselves that the day-to-day has pushed aside, in a destination where happiness isn’t manufactured, but found in the simple joys of everyday life.
Dr. Paresh Pant chief executive officer of Tourism Fiji said “For travellers looking for their next holiday destination for 2026, we’re excited to launch the latest iteration of Where Happiness Comes Naturally. 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.”
Tourism Fiji’s ‘Be Fiji’ campaign has launched with a media strategy, designed to tap into our most “Un-Fiji” moments – those everyday frustrations – with contextual messages that gently nudge people to ‘Be Fiji’ when they most need it.
Travellers are invited to embrace their happier selves through nature, adventure, community, and moments of recharge across the islands.
Photography was shot by Josh Kelly from Chee Productions on location across Fiji in the Coral Coast, Mamanuca islands and mainland Fiji.
The campaign visuals showcase people experiencing pure happiness through time in Fiji, contrasting the stressors of modern life.
“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. 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,” said Pete Sherrah associate creative director at Havas Host.
“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. With Be Fiji, we wanted media to do more than amplify a message; we wanted it to actively show up for people. By using Converged.AI we’ve been able to identify and place the idea into everyday ‘Un-Fiji’ moments. As a result, media became the intervention, not just the channel,” said Kimberly Stafford client partner at Havas Media.
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
