Fiji's tourism industry is set for a record-breaking year, with a projected 6.5 per cent increase in visitors compared to 2023, exceeding pre-pandemic levels. This growth is attributed to the success of Tourism Fiji’s global brand platform, "Where Happiness Comes Naturally," and a rising interest in culturally immersive travel experiences.
To meet the increasing demand, several new hotels and resorts are being developed, including Crowne Plaza Nadi and Sofitel Vatu Talei Denarau. Fiji Airways is also expanding its services, including a new non-stop route from Dallas to Nadi starting December 2024.
Tourism Fiji has launched Chapter 2 of its brand platform with the campaign "Happy Passports," which humorously addresses the challenge of taking serious passport photos in a joyful environment. The campaign features characters Ana, a customs officer, and Viliame, a passport photographer, showcasing the vibrant spirit of Fiji through playful interactions.
Filmed in Nadi and Wakaya Island, the campaign highlights Fiji's natural beauty and cultural richness across five travel pillars: Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink.
Tourism Fiji CEO Brent Hill says “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 success reflects more than just breathtaking beaches—it’s about the authentic Fijian experiences and connections travellers have here. With our new campaign, we’re inviting the world to discover the playful, joyful spirit of Fiji that stays with you long after you leave.”
He further added, "The future of tourism in Fiji is bright, with exciting new developments and global recognition for our hospitality. We're proud to share the warmth and magic of Fiji with more visitors than ever before, as we continue to grow sustainably and authentically."
The campaign will be supported by a global media strategy, directing audiences to the Tourism Fiji website for more information on travel experiences. With ongoing developments and a robust recovery in tourism, Fiji is well-positioned to remain a leading travel destination, offering stunning landscapes and rich cultural experiences.
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