Fiji Embraces Happiness As a Way of Life, Not Just a Tourism Campaign

It may seem that it took one purportedly “stereotypical” tourism campaign for Fiji to realize that happiness, a brand truth that the destination continues to highlight in all its campaigns, isn’t something that is switched on for tourists — it’s how the country lives.

However, according to Emma Campbell, Tourism Fiji’s outgoing chief marketing officer, “Happiness lives within Fiji and its people, whether tourists are there or not."

In its "Where Happiness Comes Naturally" campaign launched this year, Fiji tourism falls back on its trusted theme of happiness as a homage to its local people, natural environments, culture, and the authentic experiences on offer.

"We felt it was important to highlight that the source of the happiness a Fijian holiday brings, is Fijian culture and the people at the heart of it,” Campbell said.

https://www.youtube.com/watch?v=_R8srHqe_OI Fiji's "Where Happiness Comes Naturally" campaign. Source: Tourism Fiji

The tone is in sharp contrast to Fiji’s earlier “Open for Happiness” brand campaign, featuring Australian actress Rebel Wilson, which faced flak for perpetuating stereotypes about the island nation being a "happy brown paradise."

The video is no longer available in Fiji's YouTube channel.

Talking about the shift in brand position