Tourism Fiji is celebrating a record-breaking year for visitor arrivals while unveiling the next evolution of its global brand platform with the launch of the next stage of its Be Fiji campaign.
While the destination fell just short of a million visitors, recording 986,367 in 2025, it marked another peak year for the tourism sector and reinforced Fiji’s position as a sought-after island destination. The result reflects sustained growth across key international source markets, including the United States, which recorded a 9.58 per cent year-on-year increase, the United Kingdom (+12.65 per cent) and Europe (+7.41 per cent).
Tourism Fiji said the strong performance continues to drive confidence and investment across the sector, with several major luxury developments recently announced. Projects such as One&Only Fiji and The Ritz-Carlton at Momi Bay are set to further strengthen the country’s appeal at the premium end of the market.
Building on this momentum, Tourism Fiji has unveiled Be Fiji, the latest instalment of its long-running Where Happiness Comes Naturally platform, developed with Havas.
Through a series of new films, Be Fiji invites travellers to reconnect with joy through nature, adventure, community and moments of rest across the islands.
The launch is underpinned by new research from Tourism Fiji and YouGov highlighting Australians’ growing focus on wellbeing-led travel.
The research found 54 per cent of Australians believe an early-year holiday boosts productivity, while nearly half feel more energised and less stressed after taking a break. Neuroscientist Dr Lila Landowski links Fijian lifestyle habits – including slowing down, spending time in nature and connecting with loved ones – to reduced stress and improved mood.
“We’re excited to launch the latest iteration of Where Happiness Comes Naturally,” Tourism Fiji CEPO Dr. Paresh Pant said. “This campaign captures what it truly means to ‘Be Fiji’, a place where a visit is more than just a holiday. It’s an invitation to pause, reconnect, and rediscover the best version of ourselves, supported by the warmth of our communities, the richness of our culture, and the natural beauty of our environments.”
In Australia, the Be Fiji campaign will be supported by exclusive My Fiji deals starting from $1,449 per person, including return Fiji Airways flights and bonus inclusions. The campaign is rolling out globally this week across out-of-home, digital, social and online video channels.
