A new campaign celebrating Fiji’s people and culture aims to boost tourism a year after the Pacific island nation’s borders reopened from the pandemic.
Tourism Fiji is introducing ‘Where happiness comes naturally’ as a new brand platform.
It aims to tapinto a growing consumer desire for meaningful travel that creates a connection to culture and communities.
Natural environment, adventurous experiences, community connections, recharge and reconnect, and food and drink are five segments being developed to promote to tourists.
Tourism Fiji chief executive Brent Hill said: “For over a decade our tourism brand platform ‘Where Happiness Finds You’has attracted people from all over the world.
“During the peak of the pandemic, visitor numbers fell to almost 30,000 annually. As our borders closed, Fijians showed that they are so much more than just a friendly face. Resilience, resourcefulness, entrepreneurialism, and a strong sense of community got Fiji through when our tourist numbers were decimated.
“Our visitor numbers internationally have since been steadily growing, reaching 102.5% of pre-pandemic numbers in December 2022.”
He added: “With new flight routes opening up from the UK to Fiji and long-haul travel firmly on the rise for British and Irish travellers, 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 rich and diverse cultures and traditions that exist within Fiji at their most authentic.”