Tourism Fiji, the destination marketing organizational unit of the Fijian government, has presented a new take on its ‘happiness’ brand platform, just over a year after the island nation reopened its borders to tourists.
The new brand campaign, ‘Where happiness comes naturally,’ pays homage to Fiji’s local people, natural environments, culture and experiences that can be explored.
According to the latest study on sustainable travel, 66% of travelers seek authentic experiences which represent the local culture. Tourism Fiji is tapping into this expanding demand.
During the peak of the pandemic, visitor numbers dropped to 30,000 annually. This number has been growing gradually, reaching 102.5% of pre-pandemic numbers in December 2022, said Tourism Fiji Chief Executive Officer Brent Hill.
“With short booking windows becoming the norm, and travelers increasingly booking trips 0-21 days from travel, 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 within Fiji at their most authentic,” said Hill.
As part of the brand evolution, Tourism Fiji has announced five new travel pillars that it will create and promote: natural environment, adventurous experiences, community connections, recharge and reconnect, and food and drinks.
The refreshed brand campaign includes a new logo designed by Tourism Fiji’s global agency Host/Havas in collaboration with Wati Maraiwai Talavutu, a third-generation Masi artist.
Tourism Fiji has a presence in seven global markets, and its activities include advertising, public relations, trade shows, tourism industry programs, and promotional activities.