Tourism Fiji’s latest campaign asks travellers to find joy and ‘Be Fiji’

January 28, 2026 10:48

Be happy. Be Fiji

Tourism Fiji has expanded on its global “Where Happiness Comes Naturally” platform with its new “Be Fiji” campaign.

Developed with Havas and brought to life by Filmgraphics’ director Michael Lawrence, “Be Fiji” aims to help travellers reconnect with their happier selves, in a location where joy is woven into the fabric of people’s lives. It invites tourists to achieve this by experiencing the country’s community, nature and adventure opportunities.

The campaign places contextual, cheeky messages into common frustrating moments, urging viewers to “Be Fiji”. Photography assets were shot by Chee Productions’ Josh Kelly on location in Fiji, including its mainland, Coral Coast, and Mamanuca islands.

“For travellers looking for their next holiday destination for 2026, we’re excited to launch the latest iteration of Where Happiness Comes Naturally,” Tourism Fiji’s chief executive officer, Dr Paresh Pant, said in a press release.

“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.”

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In the release, Kimberly Stafford, Havas Media’s client partner, explained the campaign’s media strategy.

“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.

“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.”

In Australia, the “Be Fiji” campaign will coincide with exclusive deals through My Fiji — a holiday booking platform owned by Australian travel business Ignite Travel Group.

“Be Fiji” at a bus stop

Havas Host’s associate creative director Pete Sherrah tells Mumbrella “Be Fiji” is not solely “a destination showcase”, but a platform to bring Fijian culture and ethos to the global stage.

“Yes, Fiji is incredibly beautiful, but most travellers these days are looking for more than just a tropical flop and drop,” Sherrah said.

“This is about defining what it means to see the world like Fijians do: to not get frustrated when you have to authenticate your password using an app, to stop and actually chat to a friend on your commute rather than keep your headphones on and politely smile, to remember what it’s like to be playful and not let life take you so seriously.

“With everything going on in the world around us, it’s so important to value the virtues and happy humanity that Fiji does.

“There is so much unique richness to the Fijian culture and way of life, so we wanted to export that feeling and that ethos to the world. And, like learning a language, a crash course in Fiji is going to be your best way to pick it up. As soon as you land there, whether you go every year or you’ve never been, you’ll get it, and want to live it. Even when you get back on the plane.”

Tourism Fiji, which acts as the Fijian government’s tourism marketing division, first launched “Where Happiness Comes Naturally” in early 2023 with Havas Village. In November 2024, the platform grew with the “Happy Passports” campaign.

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