Fiji has long been known as a family destination for happiness. While this seemed like an enviable position to our competitors, Tourism Fiji had a larger ambition to grow visitation and appeal to a new generation of travellers. This required a departure from our traditional family-friendly image, which presented some challenges. Firstly, we faced being pigeonholed as a "drop and flop" destination. Visitors who wanted more than lounging poolside in a resort tended to overlook Fiji. Furthermore, happiness had become a ubiquitous and superficial positioning among island destinations, and the category itself felt like an indistinguishable swathe of beaches. Newer generation travellers seeking authentic cultural experiences balked at our generic, Disneyfied picture of fun in the sun. The challenge: Convince a new audience of authenticity seeking travellers that Fiji is more than a superficial flop and drop destination.

At a time when travelers craved authenticity from their destinations and experiences, Tourism Fiji's new brand platform, "Where happiness comes naturally," shifted the focus from clichéd tropical scenery to the rich culture of happiness found in Fiji's people. By partnering with National Geographic photographer Matthieu Paley, we showcased a more authentic side of Fiji as a holiday destination, one where happiness was derived from family, food, and spectacular surroundings. In doing so, we created a campaign that attracted tourists without focusing on them. A new national logo, created in collaboration with a Fijian masi artist, incorporated traditional motifs reflecting Fijian happiness. Its versatile nature allows for the creation of unique marks adaptable to various settings. Developed through close cultural consultation, the look ensured authenticity and accurate representation of Fijians worldwide.