International tourist arrivals in Fiji, an idyllic archipelago in the South Pacific, are set to grow 6.5 pc in 2024, as compared to the last year, propelling the destination to a record high in terms of visitors from overseas, that exceeds the pre-pandemic peaks and reinforces Fiji’s status as a premier travel destination.

In a press statement, Fiji Tourism says that its success is driven by the global brand platform, Where Happiness Comes Naturally and the growing demand for immersive, culturally rich travel experiences.

It adds that to meet new demand, new hotels, including Crowne Plaza Nadi, Sofitel Vatu Talei Denarau, Radisson Blu Mirage Resort and Hilton Garden Inn Suva, are opening shortly.

Fiji Tourism says that it has launched Chapter 2 of its campaign on Where Happiness Comes Naturally platform

It further adds that these new developments will boost Fiji’s appeal, while Fiji Airways grows capacity with the new direct flight from Dallas in Texas to its hub at Nadi in Fiji that will be launched later this month.

Fiji Tourism says that it has launched Chapter 2 of its campaign on Where Happiness Comes Naturally platform, inviting global audiences to experience Fiji’s joy through the new Happy Passports campaign, following Chapter 1, which celebrated authentic Fijian happiness.

It adds that the campaign will launch globally across various media, including out-of-home advertising, videos on demand (BVOD), online videos (OLV), cinema, audio and social media, directing global audiences to the Tourism Fiji’s website to explore Fiji’s experiences.

The campaign takes a playful approach to the common frustration of passport photos

It further adds that the campaign takes a playful approach to the common frustration of passport photos, featuring Ana, a customs officer, and Viliame, a local photographer. Both notice that it is nearly impossible to stay serious in a place as joyful as Fiji, highlighting the challenge through their interactions with locals and visitors.

The statement adds that the campaign, filmed in Nadi and Wakaya Island, showcases Fiji’s beauty through its five key pillars, namely natural environment, adventurous experiences, community connections, recharge and food and drink, thanks to Wakaya Island Resort for its hospitality, offering a secluded retreat with coral reefs, diving, tropical forests, and local cuisine.

Brent Hill

It adds that with the tourism industry thriving and new developments ahead, Fiji is set to continue its growth, offering not only pristine beaches but also rich cultural experiences, natural beauty, and warm locals, making it a top choice for travellers worldwide.

“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 is about the authentic Fijian experiences and connections travellers have here. With our new campaign, we are inviting the world to discover the playful, joyful spirit of Fiji that stays with you long after you leave,” says Brent Hill, CEO, Fiji Tourism.

“The future of tourism in Fiji is bright, with exciting new developments and global recognition for our hospitality. We are proud to share the warmth and magic of Fiji with more visitors than ever before, as we continue to grow sustainably and authentically,” Hill adds.