Tourism Fiji and Havas invite the world to ‘Be Fiji’ in new brand platform

Tourism Fiji has launched Be Fiji, the next chapter of its long-running global brand platform, Where happiness comes naturally.

Developed in collaboration with Havas and brought to life by Michael Lawrence from Filmgraphics, the campaign taps into the most ‘un-Fiji’ moments – those everyday frustrations and feelings of disconnection – using cheeky messages that gently nudge people to ‘be Fiji’ when they most need it.

While happiness can feel harder to access in today’s fast-paced, always-on world, it comes naturally in Fiji, says Tourism Fiji.

Be Fiji invites travellers to reconnect with the happier version of themselves that the day-to-day has pushed aside. In Fiji, happiness is found in the simple joys of everyday life: being connected, playful and present.

What it means to be Fiji

Dr. Paresh Pant, chief executive officer of Tourism Fiji, says: “For travellers looking for their next holiday destination for 2026, we’re excited to launch the latest iteration of Where happiness comes naturally.

“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,” he adds.

A mantra we can all live by

Photography was shot by Josh Kelly from Chee Productions on location across Fiji in the Coral Coast, Mamanuca islands and mainland Fiji.

“Be Fiji is a mantra we can all live by,” says Pete Sherrah, associate creative director at Havas Host.

“Anyone who has ever arrived in Fiji will know the warmth, the connection and the genuine happiness and smiles you want to bottle and bring back with you.

“This campaign is about just that. Teaching the rest of the world to be a little more Fiji every day – to let go of all the trivial frustrations and modern annoyances that get in the way of us being truly content in every moment. It makes us happy to play our part in sharing this work and ethos with the world,” Sherrah adds.

More than amplify a message

Kimberly Stafford, client partner at Havas Media, says: “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.

“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,” says Stafford.

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

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