Like many destinations, Fiji tourism has suffered as a result of the pandemic. For a small island nation that relies on tourism – it is almost 40% of Fiji’s economy – the impact was felt far and wide. Post borders opening, it was critical to help Tourism Fiji get Fiji’s economy back on track by promoting the 333 islands.

Over the last decade, this promotion has been delivered by marketing Fiji as a leading destination for safe and easy family holidays under its ‘Where Happiness Finds You’ platform. This resulted in tourists taking the centre stage in marketing, and Fijian culture being relegated to the background. However, as travellers have begun seeking more authentic experiences, this 'family' strength was becoming a weakness. So, in a sea of beautiful island destinations, the brief was to change perceptions of Fiji in order to grow interest and visitation.

In Fiji, happiness is not something turned on for tourists. Happiness is a natural outcome of a deep Fijian culture developed over generations. The previous brand identity had its origins not in culture, but in a Disney-fied’ version of happiness filled with clichéd imagery of gleeful tourists and a smiley face logo. We believed that this brand platform required a ‘culture first’ identity.

Tourism Fiji's brand refresh moved beyond the cliched, one-dimensional portrayal of Fiji's happiness and instead celebrated the culture of happiness forged by their environment, faith, family and diet. The new logo and visual identity, created in collaboration with local artist Wati Talavutu, incorporated traditional motifs to denote different facets of Fijian happiness. Authentic imagery captured by Nat Geo photographer Mattheiu Paley highlighted the people and culture of Fiji, and ultimately, created a brand refresh that attracted tourists by not focusing on them.

The Tourism Fiji brand refresh aimed to celebrate Fiji's culture of happiness by repositioning the destination. A new national logo, created in collaboration with a Fijian masi artist, incorporated traditional motifs reflecting Fijian happiness. Masi, a revered and versatile art form, enabled unique marks suitable for various settings. The logo's aesthetic drew inspiration from the traditional printing process's natural imperfections, adding cultural value and beauty. Developed through close cultural consultation, the rebranding ensured authenticity and accurate representation of Fijians worldwide. The visual language encompassed a Fiji-inspired color palette, bold typography, and authentic imagery by a National Geographic photographer, shifting the focus from scenery to Fiji's people and culture. This new authentic brand refresh was applied to all touch-points of the Fiji brand.

The campaign launched mid-December 2021. It’s already clear that this approach is resonating with travellers and stakeholders alike, with a substantial impact on visitation numbers compared to the same period in 2019. Web traffic up 47% since campaign launch. And campaign tracking shows that 92% of people who have seen the campaign want to visit Fiji. To a country where tourism contributes almost 40% of GDP, tourism marketing is a government priority. Understandably, the Fijian Government is very supportive of the new approach. “To see the spirit of our nation, the warmth and joy, shine through in our new brand just reinforces what a special nation we are” said Hon Viliame Gavoka, Deputy Prime Minister of Fiji and Minister for Tourism and Civil Aviation, in speaking about the Tourism Fiji brand campaign.