Tourism Fiji has rolled out a refreshed take on its renowned ‘happiness’ brand platform, just over a year on from borders reopening to tourists.

‘Where happiness comes naturally’ is an evolution that pays homage to Fiji’s local people, natural environments, culture and authentic experiences on offer, encouraging travellers to discover a side to Fiji they may not have known existed.

Ensuring that the range of experiences and products grow in line with expected demand is a key priority for Tourism Fiji, says chief executive officer Brent Hill.

Well known hotels around Denarau and the Coral Coast are already showing a sharp revival since Fiji reopened late last year.

Demand for a Fiji holiday has seen 66% of all international outbound flights from Australia in October being booked directly to the destination and accounting for 29% of all flights being made, second only to domestic travel.

Hotels and resorts are seeing significant bookings for multi-generation families. Many resorts are booking out, and according to one of Australia’s largest online travel agencies, 39% of all bookings made to Fiji have been made for December and 29% for January, with 2022 quickly filling as well, which is a real boost for the tourism industry after two years of virtually no tourism.