Fiji’s new campaign brings happiness naturally

AUCKLAND, Today: Tourism Fiji wants the world to see it as more than just a family-friendly, beach destination. Their new campaign highlights the infectious happiness that defines the Fijian experience.

“It’s well known that everybody hates their passport photos as we’re all made to look sombre and serious which is the complete opposite to how you’ll feel when you leave Fiji,” said Sebastian Vizor, Executive Creative Director at Havas Host.

“After just a few days in Fiji amongst the warmth of the people, the rich cultural or the incredible landscape, we noticed people found it almost impossible not to be happy.”

The Happy Passports campaign tells the story of two locals, Ana, a customs officer, and Viliame, a passport photographer. Through their playful interactions, they highlight the challenge of looking serious in a place as joyous as Fiji.

“It’s a fun reminder that Fiji isn’t just about the stunning scenery—it’s about the joy and warmth you feel from our people and traditions, and the authentic experiences you can have here.” – Srishti Narayan

Tourism Fiji CMO Srishti Narayan explained, “Fiji’s warmth and playfulness is infectious – it’s a feeling that visitors often say stays with them after they leave.

“Where Happiness Comes Naturally has performed exceptionally well for us globally and with the next iteration, we wanted to celebrate the playful, cheeky side of Fijian culture that leaves travellers feeling lighter and more joyful.

“It’s a fun reminder that Fiji isn’t just about the stunning scenery—it’s about the joy and warmth you feel from our people and traditions, and the authentic experiences you can have here. We hope it inspires travellers from around the world to come and experience it for themselves.”

The campaign launches this week as part of a global media push across out-of-home, BVOD, cinema, audio, and social media. Audiences are directed to fiji.travel to explore the unforgettable experiences Fiji has to offer.

CREDITS

Client: Tourism Fiji
Creative: Havas Host

Media: Havas Media Network
Production: Director Paul Middleditch
Aus Production company: Plaza
Fiji Production company: Welcome Fiji
Post production: Heckler
Colourist: Ferg Rotherham
Music composition and sound design: MassiveMusic Sydney
Aus Casting: Mackintosh Casting
Fiji Casting: Welcome Fiji