A recent study into sustainable travel revealed that 66% of travellers want to have authentic experiences representative of the local culture.

Tourism Fiji chief executive officer Brent Hill says Where Happiness Finds You has attracted people from all over the world for over a decade.

‘As our borders closed, Fijians showed they are so much more than just a friendly face. Resilience, resourcefulness, entrepreneurialism, and a strong sense of community got Fiji through when our tourist numbers were decimated. Our visitor numbers have since been steadily growing, reaching 102.5% of pre-pandemic numbers in December 2022.

‘We wanted to roll out “Where happiness comes naturally” to capture demand showing visitors a side of the country that they may not have experienced.’

As part of the brand evolution, Tourism Fiji has announced five new travel pillars that it will develop and promote to tourists – Natural Environment, Adventurous Experiences, Community Connections, Recharge and Reconnect, and Food and Drink.

Rather than using traditional commercial travel photographers to showcase the new brand platform, Tourism Fiji opted to capture the Fijian spirit more authentically using National Geographic photographer Matthieu Paley.