Tourism Fiji invites the world to experience happiness naturally in the idyllic island archipelago by highlighting its abundant environmental attributes, welcoming culture and authentic traditions in a new global campaign rolling out this month.
The new Tourism Fiji brand platform, ‘Where happiness comes naturally’ is an evolution of the existing ‘Happiness’ campaign as the island nation celebrates one year from reopening to tourists on 1 December 2021.
During the pandemic peak, visitor numbers to the 333-island nation fell to 30,000 per year. Now, inbound tourist numbers are rebounding with visitors from Australia at 121 per cent of pre-COVID levels in December 2022.
The organisation has long invested in responsible travel initiatives and shared its two-year sustainable tourism plan at the Fijian Tourism Expo (FTE) in May 2022.
Tourism Fiji is keen to capitalise on the consumer trend for meaningful travel that creates a connection to culture and communities.
“For over a decade, our tourism brand platform, ‘Where Happiness Finds You’ has attracted people from all over the world,” Tourism Fiji CEO Brent Hill said.
“With visitor numbers steadily growing and short booking windows becoming the norm, we wanted to roll out ‘Where happiness comes naturally’ to capture that demand and welcome even more visitors back to Fiji in 2023, showing them a side of the country that they may not have experienced.
“We are a small island nation with a lot of happiness to offer and this new brand platform showcases the vibrant and diverse cultures and traditions within Fiji.”
New logo, new pillars, real experiences
As part of the brand evolution, Tourism Fiji announced five new travel pillars that it will develop and promote to tourists to demonstrate a core range of authentic experiences available in Fiji: Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect and Food and Drink.
The rollout also includes a new logo, which fuses modern and bold typography with the traditional Fijian artform of masi.
It was designed by Tourism Fiji’s global brand and creative agency Host/Havas with third-generation masi artist Wati Maraiwai Talavutu.
“The opportunity to create a new logo that celebrates our heritage and showcases our traditions to the world has been an incredible experience,” she said.
“I’m proud to be part of this new campaign that honours Fiji and the happiness we live and breathe.”
For more info, head to fiji.travel
