Tourism Fiji is celebrating a record-breaking year for visitor arrivals while unveiling the next evolution of its global brand platform with the launch of the next stage of its Be Fiji campaign. Tourism Fiji said the strong performance continues to drive confidence and investment across the sector, with several major luxury developments recently announced. Building on this momentum, Tourism Fiji has unveiled Be Fiji, the latest instalment of its long-running Where Happiness Comes Naturally platform, developed with Havas. The launch is underpinned by new research from Tourism Fiji and YouGov highlighting Australians’ growing focus on wellbeing-led travel. “We’re excited to launch the latest iteration of Where Happiness Comes Naturally,” Tourism Fiji CEPO Dr. Paresh Pant said.