Tourism Fiji, in collaboration with agency of record Havas Host, has launched a new campaign that aims to present Fiji as more than just a destination with tranquil beaches, emphasising the joy, warmth, and authentic experiences visitors can have in the island nation.

Titled 'Happy Passports', the campaign follows two characters, Ana, a customs officer at Fiji’s international airport, and Viliame, a local passport photographer. The narrative observes that visitors find it hard to maintain a serious expression in Fiji, a nod to the infectious warmth and playfulness of the Fijian culture.

Executive Creative Director at Havas Host, Sebastian Vizor, said: “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.”

CMO of Tourism Fiji, Srishti Narayan, said: “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 is part of a comprehensive global media strategy, including out-of-home advertising, BVOD, OLV, cinema, audio, and social media. It directs audiences to the Tourism Fiji website (fiji.travel), where they can explore the wide range of experiences Fiji offers.