December 6, 2024 | Press Release

Fiji’s tourism industry is on an unprecedented trajectory, poised for another record-breaking year with a 6.5% increase in visitor numbers over 2023, surpassing pre-pandemic levels. This achievement reinforces Fiji’s position as a must-visit destination in the South Pacific, driven by Tourism Fiji’s global brand platform, Where Happiness Comes Naturally, and a rising demand for immersive cultural experiences.

The campaign, filmed across Nadi and Wakaya Island, highlights Fiji’s allure through five travel pillars: Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink. The Wakaya Island Resort played a key role in showcasing the luxurious side of Fiji, offering secluded relaxation amid coral reefs, tropical forests, and world-class cuisine.

Tourism Fiji CEO Brent Hill lauded the nation’s success, saying, “This has been a landmark year for Fiji, as we celebrate record-breaking visitor numbers and a renewed global appreciation for everything that makes our islands unique. Our new campaign invites the world to discover the playful, joyful spirit of Fiji that stays with you long after you leave.”

A Bright Future for Fijian Tourism
Fiji is set to welcome an array of new developments in 2024, including the launch of several hotels and resorts such as The Crowne Plaza Nadi, Sofitel Vatu Talei Denarau, and Hilton Garden Inn Suva. Fiji Airways is also expanding its global reach with a new Dallas–Nadi non-stop route launching in December 2024.

The second chapter of Tourism Fiji’s campaign, Happy Passports, takes a whimsical approach to showcasing the joy of Fijian culture. Featuring characters Ana, a customs officer, and Viliame, a local photographer, the campaign humorously captures the infectious happiness of Fiji, where even passport photos are hard to take seriously.

Global Outreach with a Playful Spirit
Tourism Fiji’s latest initiative includes a comprehensive media strategy spanning out-of-home advertising, cinema, audio, and social media. Visitors are encouraged to explore the diversity of Fijian experiences through the official website, Fiji.travel.

With pristine beaches, rich cultural heritage, and a reputation for unmatched hospitality, Fiji continues to capture the hearts of travelers worldwide. As the nation embraces sustainable growth and a playful approach to tourism, the future of Fiji’s tourism sector looks brighter than ever.