Fiji leans into its reputation as one of the world’s happiest nations with a new campaign designed to provide a tropical island attitude adjustment for stressed-out Australians, reflecting new research and Tourism Fiji’s scientific study earlier this year.
Tourism Fiji has launched a ‘Holiday Happiness Reset’ campaign as a new survey shows 50 per cent of Aussies feel more stressed in November and December than at any other time of the year.
More than half (54%) of respondents said that taking a holiday earlier in the year helps them feel refreshed and more productive, and almost one-third of Aussies (32%) named a tropical island escape as their ideal stress-free break.
The research directly reinforces the demand-driving insight behind the campaign: Australians are craving a restorative beach holiday, and Tourism Fiji says the island nation can deliver that in spades.
Tourism Fiji partners with neuroscientist Dr Lila Landowski again for the new campaign, building on the Science of Happiness research released earlier in 2025 for the International Day of Happiness.
It showed happiness is rooted in simple practices, such as slowing down, connecting with nature and spending time with loved ones.
These habits, which Fijians embrace every day, make them some of the happiest people on the planet with global research finding 93 per cent of Fijians are happy with their lives.
Tourism Fiji Regional Director of Australia Sally-Ann Rogers said the research shows that Australians are craving a chance to reset.
“Fiji is more than a destination – it’s a feeling. From the moment you hear ‘Bula’, you’re welcomed into a culture that prioritises joy, connection and slowing down,” she said.
“We look forward to welcoming Australians as they embark on their happiness reset across our islands.”
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KARRYON UNPACKS: Tourism Fiji’s ‘Holiday Happiness Reset’ links science with emotion, positioning Fiji as both a destination and a state of mind for advisors to recommend to stressed-out Australians seeking balance and wellbeing in 2025.
