Fiji’s tourism sector is exceeding expectations, marking a 6.5% growth over 2023 and surpassing pre-pandemic visitor numbers. Fueled by Tourism Fiji’s “Where Happiness Comes Naturally” campaign, the country continues to draw travellers seeking immersive cultural and natural experiences. Upcoming resort openings, including Crowne Plaza Nadi and Sofitel Vatu Talei Denarau, and new Fiji Airways routes, such as the Dallas–Nadi connection, are set to further boost Fiji’s appeal as a leading South Pacific destination.

Building on this momentum, Tourism Fiji has launched Chapter 2 of its brand platform, introducing the playful Happy Passports campaign. Through the vibrant characters of Ana and Viliame, the campaign highlights Fiji’s contagious joy, showcasing the country as a place where visitors can’t help but smile. Filmed in breathtaking locations like Nadi and Wakaya Island, it emphasises five key travel pillars: nature, adventure, community, relaxation, and food.

Brent Hill, CEO, Tourism Fiji, celebrates this landmark year, crediting Fiji’s success to its authentic hospitality and unique cultural connections. He highlights the new campaign as an invitation for global audiences to experience the joy and warmth of Fiji. The Wakaya Island Resort, featured in the campaign, exemplifies Fiji’s blend of luxury, natural beauty, and rich traditions.

With sustainable growth, global recognition, and an expanding tourism infrastructure, Fiji is set to remain a top travel destination. From pristine beaches to heartfelt connections with locals, Fiji continues to offer unforgettable experiences for travellers worldwide, ensuring the islands’ unique charm stays with visitors long after they leave.