Tourism Fiji has launched 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 on the insight that while happiness comes naturally to the people of Fiji, it can feel increasingly out of reach 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 is not manufactured but discovered 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,” said Paresh Pant, chief executive officer of Tourism Fiji.
He said the campaign would roll out with a media strategy designed to playfully tap into people’s most “Un-Fiji” moments — everyday frustrations — using cheeky, contextual messaging that nudges audiences to ‘Be Fiji’ when they need it most.
The campaign visuals were shot by Josh Kelly of Chee Productions across Fiji’s Coral Coast, the Mamanuca Islands and mainland Fiji, contrasting moments of modern-day stress with experiences of happiness found through nature, adventure, community and rest.
“Be Fiji is a mantra we can all live by,” said Pete Sherrah, associate creative director at Havas Host.
“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 teaching the rest of the world to be a little more Fiji every day.”
Havas Media client partner Kimberly Stafford said the campaign aimed to move media beyond simple 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,” she said.
